January 2012: How do I combat the big myth - "The work will always be there"?
Background
The question this month comes from a law firm where WSA recently provided some Leadership training. One of the firm’s attorney asked a question that is similar to one we have heard from other professional service providers: “How do I market myself?”
Question
When I first entered the legal profession, I had plenty of work. All of the practice areas were busy, frequently with more work than we could handle. We all started to believe that the work will always be there, which I now see is a big delusion.
My question is this: how do I get more work in my practice area? How do I begin to promote myself?
We have a Marketing Department that designs and creates marketing material for the firm. Their products look good visually and the content is well done (the lawyers here approve the content.). Brochures, business cards, and flyers do not seem to be enough.
ANSWER:
Boy does that sound familiar! Start with recognizing that business development is not an event, it is an ongoing process that does not end. And it's not about the “stuff.” Brochures and such are necessary, but alone they are not sufficient.
Quantifying your business goals and objectives through a marketing plan is a good first step to help you move from an event-focus mentality to seeing marketing as a system. While many business development goals typically revolve around “make more money,” translating this broad objective into precise actions can bring you closer to achieving what you want.
The Marketing Plan
Purpose
Let’s first define Marketing: Marketing is about where you want to be and the path you will take to get there. A good plan reflects the past but does not absolutely mirror it. It recognizes that an organization’s reputation/brand is built in the past and outlines the specific goals and activities that are intended to achieve success and determine your brand future.
Why Do a Plan?
A marketing plan helps you to track and arrange your time and energy to where you want to go, not where you’ve been. It is your road map for success and it outlines the specific goals and activities which will provide you with a focus. Generally speaking, activities for providers of professional services should be positioning you to build and maintain relationships with people in situations who can hire and/or refer you.
Designing a Marketing Plan
The Assumptions
This idea for a Marketing Plan outline is built around a few assumptions, including:
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Simple is better. The Plan should be short, specific, realistic and achievable.
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It should play to your professional strengths and interests.
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A Plan should yield results over time. It should put you in position to pick and choose clients you want and work on matters you enjoy most.
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Successful marketing is not about “stuff”- brochures, newsletters, advertisements, websites. Social technology has become higher value in helping build inquiries, leads and prospects, the deciding factors for people hiring an attorney continue to be trust, rapport (chemistry, “likeability”) and respect.
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Past and existing clients are the most important people in your marketing mix.
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Attorneys who are successful in marketing focus on the high-potential targets that are most likely to become clients or are able to refer them to potential clients.
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Successful market activities are initially focused on people who know you well.
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Very few marketing activities produce results immediately. A disciplined, consistent set of activities typically yield the best results. Business development is ongoing.
Creating the Marketing Plan - 2 Key Steps
Step 1: Ask the Right Questions
Developing a Marketing Plan starts with identifying all of the variables in this professional services business system. Here are the key questions that need to be asked:
- What is your overall goal?
- Describe the type of practice/business you would like to have.
- How is your overall goal similar to or different from what you have created in the past?
- What are the marketing/business development activities you have used in the past? Divide them into two categories:
- What are the trends in your business arena/practice area? (And how do you see the trends impacting your practice?)
- Who is successful in this space? (business arena/practice area) (How do you know? What are they doing that makes them successful?)
- From #3 above, which of the past methods/activities would not work today, and which would work? Explain why
Step 2: From the above, design a detailed Plan that:
- Has activities and outcomes tied to the firm’s business plan.
- Can be shared with everyone in firm – they can all help sell the message – and you.
- Keeps you on track when day-to-day “firefighting” (i.e., client demands) gets in the way.
Planning will lead you to a more focused and effective approach, which should generate more business. (This leads to job security since those who are successfully bringing in the business don’t get shown the door.!)
WE INVITE YOU TO CONTINUE THE DISCUSSION……
If you would like to discuss this issue or any other organizational challenge that is keeping you up at night, contact Suzanne Murphy at 781-343-4008 or Smurphy@wsa-intl.com to set up a complimentary, no-obligation conference call with one of Senior Consultants.
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