Marketing Mailbag : Bothwell Marketing, Inc.

Candid Approach Helps in Breaking Gender Bias

published in the Daily Journal

Dear Disheartened:
The lack of senior women at law firms has resulted in men doing most of the marketing. That doesn't mean that men are better at marketing or that it requires wining, dining and ball games. Although everyone must determine what works for him or her individually, women should learn about how men and women approach marketing differently.

Male lawyers typically view asking for business as a challenge. When women must blow their own horn, they typically view the process as stressful and uncomfortable. Men usually understand that prospective clients want to get directly down to business; women often incorrectly assume that the potential client doesn't want to hear a pitch. Women try to form personal connections, whereas men focus on the win or lose aspect of the situation. Men also articulate why their firm is the best for the job, while women are usually indirect, more modest in describing their skills and hesitant to directly solicit the work.

These differences mean that men are more likely to take control of a situation and be direct regarding their business goals. Women should promote themselves more aggressively and use their innate good listening skills to find how to address these issues.

You need to realize that even if the potential client likes you, it doesn't necessarily mean you will get the business. Prospective clients must first trust you, and being direct and providing information inspires confidence that helps build that trust.

Of course, taking the direct approach to extremes is not advisable. No one appreciates a hard sell. But people who are choosing counsel need to know how you can solve their problems and deliver services superior to those of their current counsel.

"Schmoozing" skills are another area where women feel inadequate, although these days this area appeals to fewer clients. Increasingly, the demographics of clients are looking like yours – a couple of kids and a very busy life. They don't have time to be schmoozed. Instead, why not make a 30-minute appointment at the client's office to discuss future business? Showing that you are considerate of the client's time can be more impressive than any schmoozing.

Women should develop business from other women. Prospective clients can be found in the growing ranks of senior women in other industries. Women in other industries also often have extensive formal training in business development, far beyond what is usually offered by law firms. Therefore, get involved in both legal and non-legal business women's groups.

Women lawyers should look for role models and mentors. Many successful women lawyers consider their mentor critical to their success. Most partners are committed to the futures of their younger lawyers. Find one who displays genuine interest in your professional success. If there are no role models in your firm, look for one in a different industry.

Finally, don't use gender as a reason not to market. You control whether being a woman will be a positive or negative factor in your marketing efforts. Determining a prospective client's needs and directly communicating how you can meet them will render gender meaningless.