How to Have a Persuasive Handshake

First impressions are everything, including how you shake hands with another person. This short article will point you down the right road if you'd like your handshake to be its best.

Are Law Firms Spending Their Marketing Dollars on the Right Objective?

If over 90% of all new legal work comes from referral relationships, why don't law firms spend 90% of their marketing budget on growing their referral network?

Just a question.

Facebook is a Business Tool

I am on Facebook and quite happy to be there -- it serves me professionally and socially.

The other day I jumped into a conversation with several senior executives -- I'd overheard one of them state, "Facebook is not useful for business people. It's mostly for young folks..." I emphatically replied, "Facebook gives me back my village!"

Just to be straight up, I am not paid by Facebook nor do I know anyone that works there, but what I am finding there makes a lot of social sense.

I certainly Twitter, I'm on Linkedin, I blog (duh!) and have profile pages on a few other sites around the Internet, and the common thread among these is they are all confined to a narrow professional and/or personal niche. None of them show the "complete me".

On Facebook my social and professional life cross over and people can see a more complete picture of whom I am -- which I am happy for them to know.

Look at it this way; long ago when we lived in villages and small towns everyone knew everything about everyone. It did not matter what our profession was or what friends we had -- in a village there is no place to hide. Trust was built between people that could know all there is to know. I like that.

I want people to know all about me so that I can cross the bridge between knowing and trusting as quickly as possible. And on Facebook that bridge is being built. So I update, send out "what's on your mind" posts, join groups and participate in the activities of my village.

I would encourage every professional to get engaged and use the tools we are offered to get connected, be known, and be trusted. It WILL work for you!

Lawyers Need to Be on Linkedin!

Are you on Linkedin? For myself and many of the professionals in my circle this is an odd question -- of course I am there! It's the new, new white pages for professionals! But, still too often I have marketing conversations with lawyers around the topic of being listed on Linkedin and their response is, "I get email invites but I just push them to the trash bucket. I don't want to hassle with all that stuff."

What!?

OK, I kind of understand. Five years ago I was in the same place -- all these random emails coming in to connect with someone via Linkedin or similar site. It seemed like it WOULD become intrusive. Yet the opposite happened. It turned out that everyone is totally turning to the Internet to find out anything about whatever whenever.

No one opens a phone book first. We all jump on our computer and Goggle (or Bing for you Microsoft fans). Me, if I am looking for a person -- I surf to Linkedin first. If that person is not on Linkedin I have just learned a lot by finding nothing.

My advise to any lawyer not on Linkedin, get on or get lost (as in "invisible").

WJF Institute Has Great Client Teaming Ideas for Lawyers

Until I joined Allen Matkins I had only heard of "Flannery" business development training for lawyers -- in less than four weeks I am disciple.

After working through two phases of his training experience and meeting him yesterday (in Austin, TX) I will confess that he gets the BD struggle BIG TIME.

I have never directly endorsed any consultant and this time I think I will. Visit www.wjfinstitute.com. Bill teaches success.

The Vendor Client Relationship in the Real World

160,000 Words So Far. Has it Made a Difference?

This week I surpassed 160K words posted to the MC blog. More importantly there are more than 4,000 people visiting MC each week. What is THAT all about!?

I have never promoted this blog, never tried to create income through it or pushed it in any organized way into the mainstream. I simply marked a place to write about what I was passionate about within my profession. The lessons I've learned just by writing about my observations has been the biggest reward.

Thank you to every person that gave my blog more than 30 seconds of readership. Thank you for all of the feedback I've been privileged to receive and your ideas that have given me new insight. I will continue to write for myself and appreciate there are professionals out there to keep me sane and my posts appropriate.

MC Joins Allen Matkins to Lead Business Development Initiatives

I am happy to report I am now heading up business and client development for Allen Matkins Leck Gamble Mallory & Natsis LLP, a full service business law firm based in Los Angeles, CA (#157 on AmLaw 200).

The choice to return to an in-house position was actually easier than I thought. My good friend Jennifer Skiver called me several weeks back to ask if I knew of anyone that could step up to fill a new position at her firm. They were looking for help where the rubber meets the road -- business and client development. While I have been mostly content as an agency owner these last many months I have to confess I missed the challenge and opportunity that comes from being on the "inside". So I said, "How about me?"

Fast-forward a few weeks and here I am, the new (excited and energized) guy at Allen Matkins. I am certain this experience will produce lots of new thoughts to share here at MC blog.

I am totally charged and cannot wait for what happens next!

In the spirit of full disclosure I have added a disclaimer in the footer of MarketingCatalyst to clarify that this blog is an independent effort focused on my knowledge and opinion about the marketing of law firms and professional services. My employer, Allen Matkins Leck Gamble Mallory & Natsis LLP, does not contribute to the posts on this site.

Marketing from the Trenches #8 - Internet or You Will Never Net (Profit)

If you expect to have a great practice and make a sustainable profit you'd better have a firm grasp of how you appear on the Internet -- and that is not accomplished by just having a firm website. You have to OWN your presence in ALL of the forms it takes wherever your name appears.

When I started as a Marketer too many years ago the Internet was a fringe activity used by academia and ten or twelve other people with a computer and an account on Compuserve. In those days printed collateral material was King. It was unimaginable to go to market without slick folders and over-produced printed pieces. The only thing a potential client could know about us was what we handed to them.

Today is quite different, and maybe you might not grasp how different it is.

First, before you walk through any door you have already been searched, read and opinions have been made. Decision-makers don't wait to meet you -- they just reach for their keyboard and start searching.

Second, most people do not know your website URL off the top of their head or how to find you directly, so they type your name or firm name into the search box at their search engine of choice and poke around on whatever appears.

Hopefully they are directed to your firm site or your official bio, but other search results will appear including everything good or bad hosted wherever it may be. There may be links to people on LinkedIn, or personal pages on FaceBook or MySpace, or links to membership lists for community group participation, or comments on a DIGG feature or pictures hosted on Flickr for a Las Vegas party.

The point here is that anyone in your firm or claiming an association may appear in the search engine scroll of results.

My adamant advise is to do whatever you can to make the Internet your highest marketing priority! Find the stuff you like about yourself and work to bring it higher in search results and work towards pushing irrelevant or bad stuff deeper. The Internet is THE front-line in your marketing combat zone -- respect it and your opportunity for net profit will grow.

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Marketing from the Trenches #7 - Stop Talking About What You Do

When you meet with potential clients try and have an open, fun conversation.

Think back to when you where dating (or maybe you are now). On a first date did/do you talk about how well you date, your qualifications to be a great date, past dating successes or even offer references to prior dating accomplishments? I don't THINK so! Instead you talked and listened, exchanged ideas, dreams, hopes, experiences and got a feel for each other and looked for chemistry and connection.

When meeting with a potential client for the first time I can almost guarantee that person did their homework... has already read your bio on the internet and has an impression about you and your firm. Now, face-to-face, they want to get to know YOU.

So don't be a dork and hide behind prefabricated marketing pitches. If you want a second date go have a fun conversation. Ask about whom they are, talk about interests, family, work, goals, etc. Treat it like a date.

Finally, let your date (future client) decide what they need to know about you or your firm. Ask them, "What can I tell you about me?" Remember that how they arrive at trusting you is totally in their court, so give them the space to ask for what they need.

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Marketing from the Trenches #6 - Monetize Your Non-Billable Time

This one is simple to understand, measure and change.

If you have the courage, keep track of any non-billable activity you do while you're at work. Then, at the end of a day look at your list and put a "$" sign next to any activity that can result in new work. Your list will demonstrate one of three things:

1. If you have no $'s you either don't make time for your future at all or you are a complete slacker. Not every day can be a banner day in marketing your future but any extreme points at real dysfunction. Seek help immediately!!
2. If every non-billable activity has a $ next to it you either need to get a life or you're lying to yourself about the value of what you're doing. I have known professionals who make EVERY minute count and they are usually struggling at work and at home, and are not very popular. Then of course there are those professionals that will claim on a stack of Bibles that everything they do has purpose while not really doing anything at all. Again, if you are at an extreme; seek help immediately!!
3. If your list has a fairly even balance of $'s and non-$'s you are doing O.K. You could tweak it I'm sure but a good professional life includes being balanced about what we pursue. Ten minutes doing the water-cooler thing is great if you balance it with a phone call to set up a lunch with a referral resource.

In regard to seeking professional help -- if your firm has a marketing department or business development professionals, call them! You could also invest in a professional coach, or seek out a mentor to guide you. There is something completely right about asking for help. In fact just about any hyper-successful person I have ever known had a guide to lead them and where never afraid to ask for help.

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Marketing from the Trenches #5 - Stop Saying "Yes" to No-Money Activities

Have you ever bent to a request that started with, "Hey, I really need you to do this favor." Or, how much of your time is committed to no-money, community or professional activities you keep alive out of principle or guilt?

If you are going to be successful in building your own practice you have to make hard choices and shed activities that do not produce new opportunities. Period.

You have to honor yourself and say "No" if there is nothing in an activity that supports your practice development goals. The time for humbly offered pro-bono and giving for no reason at all comes later -- after your practice is mature and your future is secure.

Remember, you can do wonderful things, help a lot of people and be a hero even while you are looking after your own goals. Marketing your practice depends on your ability to focus any non-billable work time on activities and relationships that will further your professional objectives. Do this:

• Take a hard look at your calendar and decline any activities that do not represent a step forward for your practice (or family).
• Turn down any "favor" requests from your peers or superiors that do not add to your practice. Respect is hard to earn -- and is never earned unless you stand firm on your own standards.
• Get involved with organizations and initiatives filled with people and relationships that might help your marketing effort.
• Stop talking with "time-wasters" and build relationships with people that can move your practice forward. This is probably the toughest step to take and the most necessary.

Be strong and you can do this. Be focused and you will arrive in a wonderful place where friendship and self-promotion find a rewarding balance.

There is nothing wrong or shameful about wanting to be successful and working to make that happen. Your future is in your hands alone. Be wonderful, be a hero and take care of your future.

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Marketing from the Trenches #4 - Only You Can Move Your Practice Forward

Firms teach one false lesson that works well when you are an associate or senior manager, but becomes the complete opposite when you make partner.

In order to make partner you probably got really good at the politics it requires to be a popular resource. But now that you're a partner... no more easy work.

When you make partner no one will be handing you any more business to fill your billable day. You will be expected to bring business in and fill your own calendar, and even provide work for junior professionals.

Only you can move your practice forward.

If I could ingrain one thought in this series it would be this -- Your future is up to you! Marketing can be accomplished by a team but every practice needs a leader. If it is your practice then you need to step up and be that leader. If you do not take your future serious why should I?

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Marketing from the Trenches #3 - Say Thank You as Often as Possible

I know that every time I receive a thank you note I am thrilled and feel special. Every time someone thanks me for whatever -- I feel great! And then I bust my rear-end to return the favor.

Saying "thank you", in any form, is a little nugget of business gold. Do it often enough and you will have legions of people wanting to help you succeed.

Do this: Anytime you meet anyone that could matter to the future of your practice send him/her a thank you note. It can be sent snail-mail or email. Just take a few seconds to state, "thank you". This one gesture is more than 98% of everyone else will do and, you will be remembered.

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Marketing from the Trenches #2 - Go Party

No matter the city or county where you practice there will always be business parties going on all of the time. When was the last time you went to one?

I think at one point or another all of us were focused on finding parties to crash. For most of us it was when we were younger and full of the energy to do one thing only -- go have FUN! At every one of those parties we met new people, created exciting connections and felt incredibly alive!

All these years later, now that we are "serious" professionals we don't indulge ourselves those kinds of foolish adventures. Or do we?

A business reception, an awards dinner, a conference event or an association meeting are really just the "serious" equivalent to a frat bash. As we get deeper into our careers and lives we've just found a more eloquent way to name our parties.

BUT, we're still looking for the same fun!

Do this: Make it your goal to "party" once a week. Don't go for any business reason. Go to have fun! You WILL meet new people and make exciting connections and professional things will start to fall in place. Just show up for the party!

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Marketing from the Trenches

Here is the premise; I am an individual partner within a firm that is told to go out and find business. I will have little support from partners on either side of me (because they are trying to survive too) and leadership is far to the rear behind stagnated supply lines creating orders based on old information and assumptions. WHAT can I do to survive?

This will be a series on what individual partners can do to survive the business development battle ahead AND succeed with little pain or sacrifice. This series will even offer some ideas on how to recruit other partners around you to be joined in your success. As the series grows I will link each article back to this index.

Marketing from the Trenches #1: Whom have you told that you need to succeed?
Some people we tell are obvious -- a few of our close peers at the firm, our spouse, a couple of friends maybe. But have you told ALL of your friends? Have you talked to your existing clients? Have you said, "I want to succeed" to everyone in your referral network? Is this some sort of State Secret you cannot share.

The first rule of Marketing from the Trenches is to let everyone know what you wish to accomplish. It is not greedy or egotistical -- it is simply the truth to your survival. You cannot imagine how many people you inform will completely identify with what you need to do and will jump at the chance to help!

Do this: Make a list of at least twenty people (clients, referral connections, friends, etc.) and make it your mission to tell them what you need to accomplish for your professional survival. Do not demand anything of them in return -- just state your goal and your desire to make it happen. Then ask politely for ideas (and be open to hearing what they offer). The answers you receive will amaze and gratify you.

Marketing from the Trenches Series
#2 - Go Party
#3 - Say Thank You as Often as Possible
#4 - Only You Can Move Your Practice Forward
#5 - Stop Saying "Yes" to No-Money Activities
#6 - Monetize Your Non-Billable Time
#7 - Stop Talking About What You Do
#8 - Internet or You Will Never Net (Profit)

Your Voicemail Message Can Be a Huge Marketing Tool!

Does this sound familiar? "You've reached the voice mailbox of (insert name here). I am either on the phone or away from my office. Please leave me a message and I will get back to you as soon as possible."

Honestly, how much do you trust "they" will get back to you as soon as possible? Actually, when I hear that script I pretty much figure "they" will get back to me when they darn well please and I'm left feeling let down.

Fortunately, there are a couple of voicemail recordings that will do a better job of marketing you. I encourage you to try one of these two ideas.

1. "You've reached the voicemail of (insert name here). Today, (insert current date here) I have meetings at 9:00AM, and 12:00 Noon. I will make every effort to return your call when I am available.
   
   This script sends a really strong, clear message that you pay attention to your voicemail and are attentive to the needs of anyone calling. It also requires that you are attentive and are disciplined.
   
   
2. "Welcome to the voicemail box of (insert name here). Please leave a message and your call will be returned as soon as possible.
   
   I have been using the "welcome" message for a long time. Often people leaving me a message comment on how much they enjoyed being welcomed to my voicemail. They state it feels personal, real and warm.

Good marketing discipline requires that we look at every touch-point and do our best to maximize the moment. Your voicemail message is a great place to demonstrate you care.

Things My Parents Said that Prepared Me to Be a Marketer

“This is gonna hurt you more than it hurts me.” - Marketing is all about changing the behavior of a target audience. Sometimes I have to be radical and creative to get their attention!

“Life's not fair.” - My best effort may not always produce the best result. The key is to keep moving, creating and adapting.

“Don’t get smart with me!” - Whatever I create as a marketer can never cross the line of making my audience look or feel stupid.

“Smarten up!” - I need to create marketing programs that demonstrate I paid attention to the needs of my audience.

"Put on a sweater, I'm cold." - I need to take care of the people I work for even when it makes no sense to me. Marketing at firms can be like that a lot.

"If your friend jumped off a cliff, would you?" - I don't have to follow the herd of marketers all doing the same thing over and over again. It is O.K. for my marketing programs to be completely different from my competitors.

"I gotta go talk to a man about a horse." - In marketing a little misdirection is useful.

“It takes a good driver to hit all the bumps.” - All of my marketing missteps DO have a silver lining. Knowledge.

“Don't make me count to 3!” - Every marketing effort I create should be succinct and efficient. My target audience AND the partners in my firm want me to get to the benefit/result as fast as possible.

“Don't make me have to repeat myself.” - If I have taken the time to ask clients what they what then I'd better deliver on what they stated.

“Because I said so.” - Well, actually I can't think of a lesson for this one. It made me mad back when I heard it and it still makes me mad!

Promote or Fail

I have been on Blogger since 1999, an eternity in blogger years. Every night that I've logged in I have written my words and then checked in to see what are the latest "Blogs of Note". Over the years these blogs have included such incredible journeys as insights from Antarctica, images from Africa, tales from a rock tour, and the story of a cancer patient. Some of the noted blogs have completely moved me!

But "blogs of note" have also included completely insane choices. People buying a lottery ticket, travel guides to Venice, and people rambling on about the advantages of Linux, etc.

I have been writing for 10 years about professional services marketing and never received the honor of being a "Blog of Note"! It is really not a problem for me but... Alright, get out of my tiny little head and take a moment to peer inside your own....

How is it that everyone near you does not see how brilliant you are?! You are doing all of this wonderful work yet people are not falling down around you to engage your services!? What is THAT all about!? How is it that you can keep toiling away in your own excellence and no one seems to be calling?

I am not sure if you, my reader, can get this point, but I will try to make it none-the-less. "If I do good they will come." It is not NOT going to happen that way for you.

Here is the point. "Only if I promote it will they ever know."

I have never promoted my blog, never tried to reach out and be noticed, never done anything commercial, and my blog remains on the backwater. That is good enough for me, but for all of you that keep expecting to be noticed, just for doing good works... shame on you.

In an ultra-connected world there is no way for you to be noticed unless you pay attention to being noticed. If you do not promote you will NOT be known. If you do not spend any effort or money on promotion you WILL remain in the backwater and wondering why clients do not come calling.

I do not anticipate to be noticed anytime soon, as well I should not, but if you are hoping for attention without effort I hope you learn to be disappointed....

Who Really Cares About Who You Say Are and What You Say You Can Do?

What matters is that you can actually make a difference and you are willing to work your ass off for it.

Do you think that all of your passion to make a living in your area of expertise matters at all to someone out there trying to keep their own world in order? There are a thousand times ten professionals just like you hoping to make an impression and secure their practice.

What matters is that "that person" on the other end of all of your marketing efforts is totally scared themselves, is hanging on for dear life and wants to believe YOU might actually care what happens for them. They definitely do not think they are in control and will do anything to keep their life in order.

So, what can you do to help them manage the fear they feel? Can you really help them or are you simply offering a different path to a similar result? Do you really care about their future or are you just looking out for your own?

It is so easy to know what "I" have to do to succeed. It is a far more difficult thing to find a way for the success of our clients to be the future we choose.

Are you equal to this challenge? Can you really understand that your success is in the hands of your clients?