ESQCoach: Marketing Tips for Lawyers

Gender and Business Development: 6 Predictors of High Originations for Women Lawyers – Part II

By

Terrie S. Wheeler, MBC, Founder

Vanessa K. Townsend, Esq.

www.MarketYourLawPractice.com

Part I of this post covered predictors including years of legal experience as well as time spent actually pursuing business development activities.  This post picks up where the previous post left off, covering the four final predictors for high originations for women lawyers.

3) Using a targeted approach to business development

 

Women who have a business development plan in place and follow it are more likely to have high originations. The busier you are as an attorney, the more important it is to take time to create a marketing plan. By focusing your energy on activities proven to generate origination dollars, you can make the most of your limited time.

 Create a detailed business development plan for 2010 in as little as 10 minutes per day: http://esqcoach.com/2009/11/29/create-your-2010-marketing-plan-in-one-month-ten-minutes-per-day 

4) Participation in pitch groups

While participation in pitch groups was a predictor of high origination, many women in the study reported that opportunities to participate in pitch groups were not as available to them as to their male counterparts. Participation in pitch groups is especially important because it is a great learning environment, where senior partners can mentor younger partners and associates and demonstrate marketing and selling skills. Moreover, pitch groups often provide an opportunity to meet lawyers from other practice groups and can foster cross-department relationships and cross-selling opportunities.

To become involved in your firm’s pitch groups, ask! Discuss your desire to learn more about business development with the partners you work with and with your firm’s marketing professional. Offer to do background research on the potential client’s industry or the pricing of competitor’s services.

5) Cross-selling other firm services
Another predictor of high-origination for women lawyers is an ability to cross-sell other firm services. It is likely that 80% of your firm’s revenue this year will come from existing clients. Don’t overlook current firm clients– it is far more efficient to deliver more services to current clients than it is to go out into the marketplace to attract new clients with whom you have not yet worked.

Cross-selling is a process that not only seeks to attract new business from existing clients but also to provide referrals of current clients to others in your firm that may deliver complementary services.  Many times clients will work with other lawyers or law firms in areas you or your firm have expertise in, simply because they did not realize you offered the service.

Here are some ideas on how to cross-sell your legal services:

• Identify and communicate your services. A simple mailing or email newsletter listing the services you and your firm provide can help educate clients as to the breadth of your services.
• Meet with Colleagues. Sit down with your colleagues and brainstorm lists of clients that could be better and more fully served by the firm. Learn more about their practice and tell them about your practice and your ideal clients.
• Identify colleagues’ clients. Identify those clients where you could add value with legal knowledge – - and approach your colleague asking for an introduction to the client.

6) Asking clients for introductions to others who may need legal services

The study also found that women lawyers with high originations know how to ask for referrals. Learn to tap into the willingness of your clients to refer you to others to ensure you maximize your income and earning potential. 

Many professionals do not actively ask their clients and contacts to refer them to others.  They “assume” everyone knows they are looking for more business – which is just not the case.  Learning to ask for referrals will allow you to tap into more work from people who already know you, like you, trust you, and respect you – a logical place to focus a large percentage of your marketing efforts.  

Calling all Lawyers!

Participate in Dr. Keshet’s current research study on how attorney specialty and diversity effects business generation. The measures of diversity include gender, race, ethnicity (Asian American, Hispanic American and others) and sexual orientation.

We are seeking your assistance in informing attorneys at your firm. Our online questionnaire takes less than 15 minutes to complete. You and the participants from your firm will receive an executive summary of the study results. The study is completely confidential. To take our questionnaire click here: http://www.zoomerang.com/Survey/WEB22AEMFKQWU5  

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April 27, 2010 Posted by ESQCoach | Lawyers in Transition, Low Cost High Impact Strategies to Market Your Law Practice, Marketing for women attorneys, Marketing Planning, Marketing Your Law Practice in a Tight Economy, Networking for Lawyers, solo practicioner | client satisfaction, client service, creative marketing solutions, lawyer marketing, marketing for lawyers, marketing in tight economy, new business development, new revenue, solo practice, successful marketing strategies, tight economy | Leave a Comment