client development in a nutshell for senior associates
TRANSCRIPT
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Strategies to Do Now to Make and Become a Successful Partner
Cordell M. Parvin http://www.cordellparvin.com
Client Development in a Nutshell
Credibility
Relationships
Recommendations
Client Meetings
Trust and Rapport
Visibility
Getting Hired
Weak Ties
Three Stories
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AGC of America
You Either Have What It Takes Or You Don’t
C l i e n t
D e v e l o p m e n t
M y t h s
Just Do Good Work
C l i e n t
D e v e l o p m e n t
M y t h s
Too Young and Inexperienced to . . .
C l i e n t
D e v e l o p m e n t
M y t h s
You Have To Be A Good Networker
C l i e n t
D e v e l o p m e n t
M y t h s
You Have To “Ask” For The Business
C l i e n t
D e v e l o p m e n t
M y t h s
Associates in Big Firms Do Not Need to Learn Client Development
C l i e n t
D e v e l o p m e n t
M y t h s
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Traditional Lawyer Client Development
“Push-Tactic”
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Clients Have More Choices, Less Time
Client Development Has Changed
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You Have Less Time
Client Development Has Changed
Clients
Economy
Technology
What Has Changed?
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Marketing Guru
18Seth Godin
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Lawyer Client Development Today
It’s not what you know,
Today it’s who knows what you know
It’s not who you know,
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Client Development in 2015
“Pull-Tactic”
22Where to Start
Client Development for 2015
Identify Clients’ Problems, Opportunities and Changes
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Client Development for 2015
Draw Clients to You by Identifying Problems and Providing Creative Solutions
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Client Development for 2015
Become Visible & Credible to Target Market25
Client Development for 2015
Define Your Target Market26
Client Development for 2015
Decide What You Want Target Market to Hire You to Do? 27
Client Development for 2015
Become Visible and Credible by Adding Value 28
Client Development for 2015
Join, Lead, Speak Client/Customer Organizations
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Client Development for 2015
Determine Your Best Referral Sources30
Client Development for 2015
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Planning
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Planning
Think Optimistically and Plan Purposefully
Successful Lawyers
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Why Have a Plan?
Most Important ResourcesEnergy Time
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Why Have a Plan?
Create a Plan With Goals
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Planning
What is an Incredibly Ambitious Goal That Will Energize You?
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Planning
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Plan Using Your Strengths
Planning- Your BD Style
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Prioritization Matrix
High Return / Low Investment
Do first and do often
High Return / High Investment
Break down into smaller pieces
Low Return / Low Investment
Do when you have time
Low Return / High Investment
Say NO graciously!
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Your Own Development
Business - Marketing, Relationships
Substantive Law Client Industry/Business Knowledge
40Reputation / Profile
Your Client Development
Relationship Building
41Break Down 90 Day Goals
Goals
43Next Week’s Action Item for Each Goal
Goals
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Partner for Accountability
How to Execute on Your Plan
Keith McMurdy
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Getting the most by being accountable
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How to Become Visible and Credible
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CONNECTOR Connects people to
each other
Find Your BD Style
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MAVEN Connects people through sharing
knowledge
Find Your BD Style
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SALESMAN Uses knowledge to persuade and
engage
Find Your BD Style
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Build Internal Profile
Develop Niche Practice
Develop Niche
Practice
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Industry Expertise
Build Internal Profile
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Become “Go-To” Lawyer in Your Practice
Build Internal Profile
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Build External Profile
Website Bio
Bar and Community Service
Writing
Speaking
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Website Bio
Social
Media
Download
vCard
Social Media
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Bar and Community Service
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SPEAKING WRITING
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WRITING
Valuable Content
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Writing/Speaking
Written / Presented Well
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Social Media
Jackie Huba
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Guides
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Writing
How to Decide Topic
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Focus on Clients’ Problems,
Opportunities, Internal and External Changes
65SPEAKING
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Don’t Sell, Instead Teach
A
Speaking
67Connect with Audience
Charisma
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Lawyers and PowerPoint
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Compliance Programs
• Goal: self-policing and changing the corporate culture to include a commitment to ethics and compliance with civil and criminal laws.
• Double-edged sword: if a crime is committed in the face of a compliance program, it may suggest that the company is not truly committed to changing its corporate culture.
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Compliance Programs, continued• The compliance program must be designed to catch the
most likely misconduct given the corporation's primary business.
• Whether the program is adequately designed for maximum effectiveness in preventing and detecting wrongdoing by employees;
• Whether corporate management is enforcing the program or is it tacitly encouraging or pressuring employees to engage in misconduct to achieve the business objectives; and
• Investigators will interview rank-and-file employees to determine the effectiveness of and commitment to the ethics/compliance program.
• Is there an audit function so that the corporation can determine its effectiveness?
71Start and Finish with High Energy
Presentation Basics
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The Internet
How has the internet changed client development?
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Old School/New School
74Locate
Organize
Disseminate
Connect
Interact
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Think Outside the Box
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Internet Radio
Kevin O’Neill
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Webinars
Video
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Podcast
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Client Relationships
List and Focus on Your Contacts81
Client Relationships
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How Clients Select Screen Based on Reputation
Client Relationships
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Relationships
Recommendations
Weak Ties
How Clients Select
Client Relationships
Hire Lawyers They Trust and With Whom They Connect 84
Client Relationships
85Clients Care About Achieving Their Goals
Client Relationships
86Understand Industry Business
What Clients Want
Client Relationships
87Understand Law that Affects Industry
What Clients Want
Client Relationships
88Focus on Client Service
Client Relationships
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Client Relationships
Build Relationships
90Build Rapport
Client Relationships
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Client Relationships
Build Trust
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Components of Trust
TRUST = C + R + I S
C – Credibility R – Reliability I – Intimacy S – Self-orientation
Build Trust
Client Relationships
93Exceed Expectations
Client Relationships
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Patience
Persistence
PerservanceThe
Three P’s
Client Relationships
It Takes Time
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Plan with Goals Accountability Become Visible and Credible Build Relationships Improve Client Service Repeat Above
What Now?
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Strategies to Do Now to Make and Become a Successful Partner
Cordell M. Parvin http://www.cordellparvin.com
Client Development in a Nutshell