first contact interaction peer group return to main presented by: sunny bane marketing crm manager...

First Contact

InterAction Peer Group

RETURN TO MAINRETURN TO MAIN

Presented by:

Sunny BaneMarketing CRM ManagerDLA Piper US LLP

Deborah HoltPresidentDH Training & Technology Consulting

InterAction Attorney Boot Camp

First Contact



Mission Details

How to Achieve Attorney Buy-in and Participation Flight Plan: Laying the Groundwork for Training Countdown: Designing Your Training Program Launch: Targeted Training Sessions Landing: Looking Ahead to the Next Mission

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Designing Your Flight Plan Map out an ongoing strategy to keep it fresh

Develop a plan for each lifecycle stage Tie-in communications, training, incentives

It’s all in the messaging InterAction is a practice support, client service and

business development “work smarter” tool Relate it to other industries that utilize CRM

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Designing Your Flight Plan (continued) Make it about the content, not the software

Understand what makes InterAction unique from other resources in your firm and sell that

Smaller firms: level the playing field by “acting big” Larger firms: give clients that small firm “homey” feel Be creative and flexible in how individuals access

the information – work to user’s natural processes

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Designing Your Flight Plan (continued) Tackle known issues head-on and diffuse them

“I don’t want to share” “I don’t have time” “The program is too ___” (fill in the blank)

Stories make every task more relatable Know your audience – appeal to their egos Be prepared with scenario-based examples

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Designing Your Flight Plan (continued) Secure staff support

Partner closely with staff supervisors, office managers and other “front line” staff and departments

Sell uses to IT, library, professional development, HR, accounting, and other departments

Make sure your help desk and trainers are well informed and have a deep understanding of InterAction and the firm’s business development goals

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Designing Your Flight Plan (continued) Obtain secretarial buy-in

Again, anticipate the objections ahead of time Integrate with templates and macros in Word Sell the time-saving aspects of key features Use categories! Find your champions Offer incentives

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Countdown to Training Ensure trainers have a thorough understanding of

how InterAction supports the day-to-day needs of attorneys at every stage

Understand the workflow process of the various practice groups

Identify attorneys with initiatives Create scenario-based training sessions/workshops

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Countdown to Training (continued) Cultural issues regarding training

In-house trainer vs. out-sourced training Issues w/in-house trainers Issues w/out-sourced trainers

Other issues Accessibility to attorneys Minimizing distractions

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Countdown to Training (continued) Slow deployment – ensure data quality can be

maintained, etc. Floor support and follow-up is key Provide other firm stats on usage, buy-in Establish time and percentage goal for contact

resolution Establish best practices for incoming attorneys

Lateral hires w/contacts

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Launch: Targeted Training – Deskside Short 30-40 minute one-on-one sessions Identify attorney training goals Ask attorney questions about his/her processes Focus on workflow Tailor time to address processes and emphasize

Relationship Intelligence/Competitive Advantage Associates vs. Partners

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Launch: Targeted Training – Associates Emphasis on Workflow and the Partnership Track

Business Development Goals Courtship (Activities are key) How am I doing/How do I look? (Activity Report) Increased knowledge of person/entity give competitive

advantage Show your partners you’re looking for new

opportunities and places to pitch new business

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Launch: Targeted Training – Partners Competitive Advantage/Relationship Intelligence

Referral Tracking Industry Connections Board Memberships Ability to measure Business Development efforts Ability to monitor team progress Ability to measure pitch results, Client/Prospect Visits, etc. Reports to help identify strengths and weaknesses

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Launch: Other Training Options Practice group education

Get practice group leaders to promote, use and demo InterAction to their practice groups

Just-in-time learning – Captivate videos 5-minute fly-bys Webinars Documentation/Quick Reference Guides

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Coming in for the Landing Don’t just “launch” – have an ongoing education

program with regular workshops/training Work with leadership to understand ongoing

goals and plans for firm/practice groups Be aware of new developments and initiatives,

and look for ways InterAction can support them

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Coming in for the Landing (continued) Embed InterAction into non-marketing actions Embed InterAction into marketing activities Communicate wins Repeat, repeat, repeat Be consistent in your messaging (and know why!) Always keep an eye out for champions

Don’t engage in battles with the naysayers

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Landing: Every Touch is an Opportunity Every event teaches Marketing Lists Every expense report & annual review teaches Activities Every mail merge or report teaches the value of added data E-mail circulation – Does anybody know? Refer users

back to IA. Take advantage of every opportunity to further their

InterAction education, inside and outside of the classroom

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Thank you! Contact Info:

Sunny Bane – DLA Piper US LLP [email protected]

Deborah Holt – DH Training & Technology Consulting [email protected]

first contact interaction peer group return to main presented by: sunny bane marketing crm manager...

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