2. Events Events command a huge share of lawyers’ marketing time. Yet for many, they yield little by the way of new business opportunities. Hint: It’s not the fault of the event.

Orientation Why You Need to Market & SellDifferently: Buyers' Comments

VideoYour coaches explain the philosophical underpinnings of RainmakerVT, and why continuous training is so critical to business development. They share the results of studies that explain why lawyers often struggle in the marketplace, and give you a taste of buyers' surprising reactions to typical lawyermarketing and sales behaviors - and why they prefer the Getting Found/Getting Chosen framework.

It’s not who you know, but who knows you -- more importantly, what they know you for. The good news is that it’s completely within your control.

1. For what do you want to be known?

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2. Profiling Your Optimal Audience

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1. “Door Opener”: Associating Yourself with Issues That Drive Demand

Video with Quiz

Video with Quiz

Your “Door Opener” is business issue that requires a prospect to hire someone with your skills. Legal-service nouns, e.g., “Litigation” or “M&A,” are not part of buyers’ language, and will exclude you from the conversations that matter. Here’s how to defince yourself so that you’re included.You don’t have time or resources to pursue “everyone” or “anyone.” Here’s how to define who wants to come to you.

2. Thought Leadership

Your “brand” is whatever people hear you talk about regularly. Become perceieved as an expert in a context that counts.

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2. Using Media Power to Penetrate Markets

1. Uncovering a Business IssueThat Opens Doors for You

4. Expanding Your Network From Your Desk -- Practice Mode

3. Expanding Your Network From Your Desk

Associate yourself with business issues that drive demand for your service. Video with Quiz

Video with Quiz

You can’t knock on enough doors to succeed - even if people would let you in. You need the help of trusted media.

Writing an article is the beginning, not the end. Learn how to use an article idea to manufacture a network of people of exactly the right type for you.

This is the experience without the video instruction or coaching. Go through a 5-minute review of the simulation decisions just before applying the skill in the real world.

Simulation

Review

6. Your Media Campaign

5. Expanding Your Network From Your Desk -- Ready Mode

Completing “Ready Mode” within a time limit that doesn’t permit thinking about the answer, and where each incorrect response means starting over, proves that you have internalized the skill and can perform it in the real world without thinking. - Maximizing the value of PR: Becoming a rock star in your niche.- The Social Web: Creating communication channels that you own or control.

Video with Quiz

Certification

Your message can be an effective gateway to bring in the right prospects and keep out the wrong ones. Learn how to create filters that give you the advantage.

Video with quiz

6:001. Drafting a Crystal Clear Message That Attracts Prospects and Repels Time-Wasters

3. Message Create a unique message and communicate it to your optimal audience

1. Learning the Company-Specific Flavor of Your Door-Opener

Your Door-Opener is industry-specific, i.e., it reliably describes a particular problem commonly faced by a particular type or subset of companies within an industry. You must learn the degree to which this problem affects the specific company and stakeholders with whom you're speaking.

Simulation 20:00

2. Learning the Company-SpecificFlavor of Your Door-Opener --Practice Mode

This is the experience without the video instruction or coaching. Go through a 5-minute review of the simulation decisions just before applying the skill in the real world.

Review 5:00

1. Decision Process In 30% of selling situations, “No Decision” is the winner. That’s because few buyers have a reliabledecision-making process. Frustration leads to “decision fatigue” that causes them to abandon theeffort. By providing and facilitating a reliable decision process, you provide great value long beforeyou’re hired -- and raise the odds of getting hired.

3. Learning the Company-Specific Flavor of Your Door-Opener -- Ready Mode

Completing “Ready Mode” within a time limit that doesn’t permit thinking about the answer, and where each incorrect response means starting over, proves that you have internalized the skill and can perform it in the real world without thinking.

Certification 5:00

4. The Cost of Doing Nothing People only make the decisions they must make. The perceived impact of a problem determines whether or not the company must make a decision or not.

Simulation 20:00

5. The Cost of Doing Nothing -- Practice Mode

This is the experience without the video instruction or coaching. Go through a 5-minute review of the simulation decisions just before applying the skill in the real world.

Review 5:00

6. The Cost of Doing Nothing -- Ready Mode

Certification 5:00

7. Stakeholder Alignment Even when a problem's impact absolutely demands a solution, the inability of those with a stake in the problem to align, i.e., reach a decision of any kind, creates a tar pit that consumes many otherwise-promising sales.

Simulation 20:00

8. Stakeholder Alignment -- Practice Mode

This is the experience without the video instruction or coaching. Go through a 5-minute review of the simulation decisions just before applying the skill in the real world.

Review 5:00

9. Stakeholder Alignment -- Ready Mode

Certification 5:00

Completing “Ready Mode” within a time limit that doesn’t permit thinking about the answer, and where each incorrect response means starting over, proves that you have internalized the skill and can perform it in the real world without thinking.

Completing “Ready Mode” within a time limit that doesn’t permit thinking about the answer, and where each incorrect response means starting over, proves that you have internalized the skill and can perform it in the real world without thinking.

Simulation 30:00

This is the experience without the video instruction or coaching. Go through a 5-minute review of the simulation decisions just before applying the skill in the real world.

Review 5:00

Certification 5:00

At the networking event you met and scheduled a meeting with someone with a problem that requires your skills. Here's how to help them drive the process of becoming your client.

Simulation 20:00

This is the experience without the video instruction or coaching. Go through a 5-minute review of the simulation decisions just before applying the skill in the real world.

Review 5:00

Certification 5:00

1. How to Optimize a SpeakingEngagement

If your marketing effort begins and ends with your speech, you'll never get anywhere.

1. Identifying Less Obvious Stakeholders in Your Door-Opener

Lawyers spend far too much time marketing or selling to other lawyers, whether corporate counsel or referral sources. There are better destinations that offer fewer barriers and less cmpetition.

Video withQuiz

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Contain your costs of sales and win - or identify an alleged opportunity as a loser and opt out gracefully.

Simulation 20:00

Go through a 5-minute review of the simulation decisions just before applying the skill in the real world.

Review 5:00

Certification 5:00

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Manage the client issue that gives lawyers ulcers.

1. Collaborative Approach to Pricing

The billable hour is not the future, but we're stuck with it for awhile. Quoting an hourly rate doesn't help clients. With your client, develop a reliable estimate that eliminates risk for both of you (and helps competitors discredit themselves at the same time).

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Demand slowing? Rate pressure increasing? Harder to get to top decision-makers? It may be time to start reinventing yourself. Here's how.

1. Write High-Impact Articles Faster

Use the PAR framework to write high-impact articles that open media doors, segment the market and establish your thought leadership.

1. Contacts & Referrals It’s not who you know, but who knows you. Contacts are currency. Learn how to manage, expand and refresh this irreplaceable asset.

The biggest challenge is getting in front of people. This method: 84% success rate. Others: 84% failure rate.

Is your contact list full of well-placed people who never buy from you? Here's how to earn the transition without risking the existing relationship.

1. Gaining Access to Decision-Makers2. Transforming Social ContactsInto Business Contacts

13:00Video with Quiz

Video with Quiz

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1. Networking Events How to get from “Hello” to a scheduled meeting about a problem that requires your skill

2. Networking Events -- Practice Mode

3. Networking Events -- Ready Mode

Completing “Ready Mode” within a time limit that doesn’t permit thinking about the answer, and where each incorrect response means starting over, proves that you have internalized the skill and can perform it in the real world without thinking.

3. The Rights to Advance

You can only progress at the buyer’s pace, not yours. You must earn progress without over-reaching and causing the buyer to apply the brakes.

1. Conducting the “Next Steps”Call or Meeting

2. Conducting the “Next Steps”Call or Meeting

3. Conducting the “Next Steps”Call or Meeting

Completing “Ready Mode” within a time limit that doesn’t permit thinking about the answer, and where each incorrect response means starting over, proves that you have internalized the skill and can perform it in the real world without thinking.

4. Efficiency & Leverage

Lawyers' scarcest asset is time. Why start every marketing initiative at zero? Have each action build on the previous one.

5. Finding a Pointof Entry

You can't talk to a company, only to a person within a company. So, who will that be, and why would they want to speak with you?

Video withQuiz

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6. Formal Competition More companies are organizing formal buying schemes, e.g., RFPs, beauty contests, especially for more mature services. Either you're controlling it, or it's controlling you.

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1. Winning “Beauty Contests” andother formal procurement competitions 2. Winning “Beauty Contests” andother formal procurement competitions -- Practice Mode 3. Winning “Beauty Contests” andother formal procurement competitions -- Ready Mode

Few lawyers do much that’s worthy of the word “planning.” It doesn’t have to be cumbersome, time-consuming or complicated - merely disciplined and logical.

7. Planning

Completing “Ready Mode” within a time limit that doesn’t permit thinking about the answer, and where each incorrect response means starting over, proves that you have internalized the skill and can perform it in the real world without thinking.

1. Create a Marketing Plan That's Actually Useful

Video withQuiz

This video and worksheet will help you build an actionable plan based on specific goals that are important to you.

8. Pricing

Video withQuiz

9. Starting Over All products and services eventually mature. Anticipate it and prepare for it.

1. Reinventing Yourself When It's Time to Refresh Your Practice

20:00Video withQuiz

10. Writing for the Market

Legal writing has no place in marketing, where your purpose is to prove their need to hire someone, not to prove your legal expertise.

Video withQuiz

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