Marketing Mailbag : Bothwell Marketing, Inc.

Realize Resolutions One Call at a Time

published in the Daily Journal

Dear Procrastinator:
A new year is always a good time for a fresh start. But people often forget good intentions, formed in quieter, reflective times during the holiday season, when its business as usual in January. Here are some thoughts to keep you focused.

First, try to think small, and don't get overwhelmed with the big picture by thinking of all the things you should do. Focus instead on the first step. Pick a day and time in early January, and mark it on your calendar. Whatever happens, do not cancel this appointment with yourself. Treat it with the same respect and commitment as you would a client meeting. At the appointed hour do only one thing. Call someone to set up a lunch, begin writing a client newsletter, rewrite your biography to include some representative cases or talk to one of your colleagues about cross-selling. Just do something. If it doesn't seem to amount to much, consider it a start.

Second, find inspiration from someone or something. For instance, take a partner to lunch who is a recognized rainmaker and ask him or her to tell you how he or she did it. Ask the person to describe his or her early business development efforts, as they may include some things you can emulate. Remember to ask what didn't work, since that can be just as informative. Consider asking the individual to be a sounding board. If the person is generous enough to lend an ear, this may motivate you to show them your commitment by getting some things done.

A new year is also a good time to reflect on your long-term goals. Do you want to be a highly paid rainmaker, generating significant new business and juggling the demands of client service and business development? Or perhaps you are destined to be a "client minder," and building and solidifying relationships with existing clients will be your contribution to business development. If so, then you should come up with some appropriate plans of action. For instance, get some great seats at a client's favorite sporting event or at the ballet. Make client entertainment a reality (because some other lawyer somewhere may be courting that same client).

The early part of the year is a good time to chat with clients about how well you served them last year. Ask clients if you can meet to discuss their general level of satisfaction. Demonstrate that you intend to provide them with even better service in the year to come.

Also, be on the lookout for new ideas. Many sound business concepts that are commonplace in corporations are still alien to most lawyers. Include business development in your personal reading materials. Finding helpful texts has never been easier, and online browsing can locate useful books. A recent book that may be helpful to lawyers is, "Rainmaking: The Professional's Guide to Attracting Clients," by Ford Harding. The author notes that successful rainmakers are usually optimists. "Selling the Invisible," by Harry Beckwith, also offers many practical tips, and, finally, "The 'I Hate Selling' Book," by Alan S. Boress, is perfect for attorneys who share that sentiment.

If you keep it simple and get started soon, this year could shape up into your best business development year ever.