Page 6 - Minnesota Vol 8 No 6

Intoday’s world of arti cial intelligence, new legal technol- ogies, and other shiny objects vying for your attention, it’s easy to feel overwhelmed by all the possibilities you have in marketing. Combine that with the overwhelm- ing competition you likely face every day by lawyers and rms willing to spend a lot more money on advertising and market- ing than you are. It’s easy for a small rm or solo practitioner to feel out maneuvered and even a little dismayed. But there’s one thing your competitors don’t have. YOUR network! Your current clients, con- tacts, and referral sources can help bolster your rm’s revenue, but
only if you can truly utilize them.
As you know, more networking, industry outreach, and one-on-one
lunches hold the key; so why is it so hard to make it happen? Lawyers like you generally don’t go to law school to become sales people, yet, when faced with the challenge of attracting clients, it is your ability to garner the trust and respect of those you meet (i.e., sales) that will lead to clients and referrals. Here’s the best news of all – the most e ec- tive sales strategies for lawyers focus on asking GREAT questions. It’s not about telling them about your accomplishments, cases, or pedigree (thankfully). Knowing the di erence between sales and marketing is crucial for lawyers and can truly make or break the growth of your rm.
REVISITING THE DIFFERENCE BETWEEN SALES AND MARKETING
Marketing is about the messages you use to position yourself and your rm. It includes your website, SEO, social media, the blog posts you write, and much more. To stay on top of your marketing, you need to keep your website biography and social pro les (including LinkedIn, Avvo, Martindale, Findlaw, etc.) up to date. Marketing is giving presentations, CLEs, and speaking at industry events. It’s also about your visual brand and the messages you convey to the world about your practice; the messages that communicate what makes your rm unique. Here are some phrases that do not di erentiate your rm: • We focus on you
• We have the highest ethical standards • We deliver value
• We partner with our clients
• We achieve results
When you are e ectively marketing, you are successfully building your rm’s name recognition in the community. If you only chose to “do marketing,” you would have to spend enough money to make your rm a household name (think advertising on TV, print ads, billboards, radio). Even then, you’re not guaranteed new business. What’s miss- ing in this equation? You! Marketing without any personal interest or sales appeal is too expensive.
On the ip side, sales without marketing is too hard. Sales is about asking questions. Remember from law school that you are in control when asking questions. You are trying to build a genuine relationship and must think of questions that will allow you to bond with the per- son, not just their ability to hire you or refer clients. Later in the ar- ticle we will discuss speci c ways you can prepare for your meeting by cra ing thoughtful questions. Hint: It’s not about winging it!
Big Key Message: You MUST have both sales and marketing in place to generate new clients and drive new referral source relationships. Why? Because marketing without sales is too expensive, and sales without marketing is too hard.
KICK YOUR NETWORK INTO HIGH GEAR!
For lawyers, 80% or more of your business comes through referrals from past clients, current clients, other lawyers, or from your own per- sonal networking e orts. Ask yourself, “If 80% of my business comes from referrals, am I spending 80% of my marketing time meeting
ATTORNEY AT LAW MAGAZINE · MINNESOTA· VOL. 8 NO. 6 6
THE TRIFECTA FOR YOUR SUCCESS: SALES, MARKETING AND NETWORKING!
PART I
BY TERRIE S. WHEELER, MBC