The Maker, the Keeper, and the Cog

On the Law Marketing listserv today a marketer asked for ideas to get everyone at her firm participating in and reporting on a business development program. My fast answer was the expectation (on the part of her MP) that everyone could be motivated to join in was not realistic…. Even as much as we/I dream for the perfect catalyst to make it happen. Another listserv member chipped in with thoughts on the psychological makeup of attorneys and the low occurrence of natural or willing rainmakers. Since I am impatient with (valid and correct) big words and clinical descriptors I came up with my own set of basic attorney personality types, at least as much as it applies to business and client development.

The Maker (Erectusrainmakerus): These are the charismatic attorneys, and the over achievers who derive personal joy and accomplishment by being out there, making friends, creating connections, developing personal status and seeking external reward. This attorney type accounts for about 10%-15% of the law firm population. They can be counted on to participate in new ideas, generate many ideas of their own, become exasperated with slow movement, and seek leadership and recognition often.

The Keeper (Dependusloyalhandlitic): While not comfortable being in the spotlight, this type is excellent at establishing long-term, extremely loyal clients. They will often state that they are not the best person for creating new opportunities, “but if someone can bring them in, I can ensure they stay.” They are good at entertaining existing clients (that they know) and will, in general, participate in client development programs… As long as those programs involve existing clients only. This is a large group making up more than 70% of the law firm population. And, like any bell curve, this group has some that slide more toward “Maker” characteristics, and some that are closer to “Cogs”.

The Cog (Proficientusclosetdwellerot): Definitely not inclined to interface with prospects OR clients at anytime, no how! Their love of the law is in the law. It’s the work that drives them. Like the unseen gear buried within a giant engine they perform a vital, even critical role in creating great legal effort. In no way is this group interested in external effort because, with great satisfaction, their in-basket is always filled with beautiful work that requires exacting attention. Here is the final 10%-20% of the law firm population. This group, I think, might be the glue that keeps law firms sane.

In creating any marketing initiative for a law, at least for me, it feels incredibly important to understand how each group will react to the program, how they will or won’t participate, and what that action will look like.

OK, your turn. How would you define, in common language, the different personality types among attoneys.

Becoming Untouchable in a Flattening World

Today I am happy to welcome Jeff Black back to the blog with another of his "Relationship Story" insights titled, "Becoming Untouchable in a Flattening World". Here are his thoughts.

Things are changing in our business world in recent years. Did you notice? If not, you’re head is buried very deep. We all need to be aware of the realities of globalization. Thomas Friedman’s book "The World Is Flat" is a great description of the changes that are upon us from beginnings in the mid-80’s, as well as the direction we are heading. There are some chilling observations about how our current behavior will affect our future. Approached from a realistic (and not really political) perspective, the book makes it clear there is no turning back. My daughter just visited China as part of her Semester at Sea trip around the world (how cool is that!), and these changes were very clear even from her youthful perspective, saying "Dad, you had better invest in China!"

The book also talked about ways we can and must take this challenge on. The message was not about impending doom at all. A key point is made about the many things we do in America better than anyone else, but reminds us we must stay vigilant about maintaining these advantages. From an individual standpoint – both for companies and for each of us – we must focus all our efforts on making ourselves Untouchable. We must take action to protect ourselves and become "outsource-proof." This is not a challenge for the faint-of-heart, the unrealistic, or the change-averse.

First, we have to suck it up and prepare for a battle. I’m sorry to break it to you, but we have to compete. No free lunch, no entitlements – unless our choices and actions make it possible.

Second, we have to see ourselves for what we really are, what we are really good at. If "You can’t handle the truth" (see "A Few Good Men"), then you will not recognize where you are really competitive, and you’ll find yourself coming up short all the time.

Finally, we have to pick the right road and stay on it. To quote Ray Baird of the B2B marketing strategy agency RiechesBaird, "the tighter the focus, the stronger the brand." Our objective must be to become a magnet by creating demand for what we offer. We must recognize that we are much more likely to succeed by leveraging our greatest strengths, and we simply must release the peripheral pipe dreams. Trying to be all things to all people is a recipe for failure.

So the best way for us to make the changing world an opportunity and not a threat is to start inside ourselves and our companies, and become Untouchable. Using your true natural tools is the only path to greatness, and greatness is the only path to creating demand for your company, for your products, or for yourself.

Note from Bruce: Jeff Black is a respected member of the Southern California business community, fellow blogger, and a successful search professional for McDermott & Bull, Inc. a retained executive search firm based in Irvine, California. M&B specializes in recruiting difficult-to-find and critical talent for its clients and is the fastest growing executive search firm in Southern California.
Technorati Tags: Legal Marketing, Professional Services Marketing, Marketing, Business Development, Sales

Getting Client Service Right

I've got this little problem; The printing for the new brand roll-out is not going perfectly well. BUT, my printer is all over it. Even as things have not gone quite as expected there is this team at my printer that refuses to give up or offer excuses.

A few days ago I got a call from the President of the printing company to let me know he was quite well versed in the challenges of this job. Nice. Today the CEO of the parent company was heard from. I do not feel alone.

The printer is Fine Arts. The parent company is Merrill Corporation.

If you are in a place to be considering a new brand management company I would recommend Fine Arts... A part of the Merrill Corporation family.

Customer care is never tested until everything that can go wrong does go wrong.

Inside the Mind of a Law Firm CMO

Ever wonder what a law firm CMO is thinking? SO DO I! But I can express what this one is thinking on this day:

• I have made every effort to make this brand roll-out effective. I pray it will stick.
• Why don't they (the partners) have stronger faith (except of course that I am taking them into totally uncharted waters)?
• Am I providing an interesting career learning experience for the people involved in what we are doing?
• Can I keep all of the parts moving forward?
• What will my peers think when everything is finally on the street? Will they laugh; sigh; wonder; extol; or blawg a thousand different opinions?
• Why didn't I know about the different delicacies of engraving?
• Why isn't my parking space closer to the door? Why don't I have a permanent parking space?
• Can I hire a Hobbit to do nothing but keep track of the countless messages I need to respond to?
• How will I help the "partner least likely to succeed as a rainmaker but determined to be one"?
• Will the staff of the firm embrace or reject all of this change?
• What are the last demographic figures on the ad campaign?
  
• What do I do if?

Being a CMO is wonderful and complicated. I believe I know enough and yet the challenge constantly teaches me that enough is never enough. The beauty of working at a law firm is that everything is always in the air. Everything. There is no greater challenge. If you are a reader... stick with me.

A Firm Within a Firm

After all of the extra attention my firm is getting these last several weeks (related to its centennial) it is no surprise our heritage of public law is receiving so much attention (much to the delight of our current, non-public law competitors). In the 100 years of the firm the first sixty years where dominated by representing an evolving metropolis; That meant representing the people involved in creating an urban infrastructure.... Cities, landowners, utilities.

Now the firm's practice areas are as broadly diverse as the business demographic of the region. And we still have this great public law section; Which is a firm within a firm. This is a new experience for me and I am relishing the challenge.

City law, city planning, water rights, education, civil and citizen interest, election law, disaster planning and reaction... It goes on and on. The knowledge is specialized, the decision makers are varied, the sector is similar. Virtually all buyers of legal services in this sector are not connected in any way to any buying group for the rest of my firm.

AND, it would seem, the methods of winning the business in this sector, and the methods of creating relationships and loyalty is quite different from the private sector. Marketing has a different face....

In order to win business in the public law sector some firms set aside marketing dollars to make contributions to election funds (a practice my firm specifically prohibits). Winning business, apparently, is not always about personal relationships; But about helping someone win votes.

Sooooo... I have this firm within my firm. I anticipate that I am about to run up a very sharp learning curve. If you are a marketer of a public law firm I would definitely appreciate any wisdom you might like to share.

Creating REALLY Big Plans

This has nothing to do with professional services marketing... But the Urban Planning Final Report by the City of New Orleans is gigantic in vision, presents a well-sculpted business case, changes everything that was "what was before", while capturing the imagination. I'm reading it and thinking, "I'd like to live in this place they are creating. I wonder if there is a law firm in New Orleans that needs a good marketer..."

Mottled Printed and Brand Roll-Outs

February 6 is four days away... the date we had planned to roll-out the new branding iteration of my firm. Yesterday the new stationery arrived. Several hours later the roll-out had been pushed back a week. The reason? Color. The new logo was "mottled". The ink had pooled creating multiple lines of dark and light ink.

The engraver (the best in the business) said it was a predictable result of the logo to be engraved and the process of engraving. I believe them.... Yet; Why was the probable result not brought to my attention before printing began? They report there are workarounds in these situations.

On the other hand, after so many years in this business, why didn't I know about this. Should I have known better?

The result. Unacceptable stationery and a delayed launch date. I did see a proof prior to printing that showed the same pooling, but because the proof had been hurried I chalked up the ink pooling to insufficient drying time. I chose to not mention the result in the proof because I had pushed so hard at getting the proofs within a such a small time-window.... BAD CHOICE!

Do you think there are lessons to be learned here? DON'T even start counting. The lessons are many for both sides of this little activity.

Your thoughts and comments are always welcome.