Law Consulting Blog : Cordell Parvin's Law Consulting Blog : Coach & Consultant For Lawyers & Law Firms : Business Development, Career Planning

I recently shared Dan's story with you. He took a client to lunch and after lunch he asked the client a favor. In case you are still wondering whether asking a favor works I want to share a second story with you.

A few weeks ago Matt Sanderson, a lawyer I coach in Dallas asked me how to get a meeting with a client for whom he had not done any recent work.  I advised him to put himself in the shoes of his client and ask: “What is in it for me to meet with Matt?” I mentioned I had blogged recently about asking the client for a favor having nothing to do with business. 

For example, I said: “Tell the client you want to meet and pick his brain for ideas to blog about.” After our coaching call Matt used that approach and here is a portion of what he reported:

 Just yesterday, we discussed my dilemma in (A) getting prospective clients to “buy-in” to both meeting with me and discussing their legal needs and (B) obtaining from these prospects additional names of other prospective clients.

After taking the advice you gave me, I implemented it this morning in a meeting with a client who has not provided work to us in about 18 months. By the end of the meeting, this prospect provided me with (i) at least 5 new topics for our restaurant blog, (ii) an invitation to meet all of the tenants in his commercial shopping center at their monthly meeting, and (iii) two specific names of restaurant owners that he wanted me to call with his endorsement of our services. I believe that these results were directly driven from the advice you provided.

 Why did asking a favor work for Dan and for Matt? More than any other reason they were both sincere and were not trying to take advantage of their friend. They sincerely wanted to learn and sincerely wanted to get to know more people they could help. Your clients and friends will help you also when you sincerely ask a favor.

P.S. After posting this, I saw a blog post  What's Important When You Refer People  by noted referral expert Ivan Misner. What would your answer be? Based on a survey of 12,000 business people character was most important. Character is demonstrated in part by sincerity. 

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Are you looking for an effective way to engage a client or contact? Ask them a favor.

Last fall I posted a blog titled Want to Persuade: Ask a Favor. I referenced an article and Robert Cialdini’s book: Yes!: 50 Scientifically Proven Ways to Be Persuasive.

I frequently suggest to lawyers that clients, potential clients and referral sources actually want to help us. So, asking a favor is a good way to build the relationship with them as long as you are not bugging them to get business.

Last week Dan a lawyer I coach found this approach really does work. Here is a portion of an email he shared with the members of his coaching group. 

I just want to share something good that happened last week, after our coaching group session. 

Sitting in my office Friday morning, I got a call from the President (as in "top employee" rather than "owner") of an XXX management company.  It was a business call. When we finished discussing business, I asked him when I could take him to lunch, and he asked me to get my calendar out.  On a lark  I said "To Hell with the calendar, why don't I just pick you up at 12:30?"  I was a little surprised when he said "Great!" 

At lunch -- at the very end of the lunch, after we had talked about everything else except business -- I told him I was going to ask him for his help.  I then told him that I wanted to learn everything and everyone he knew in/about the XXX industry, and that I'd be grateful if he could introduce me to as many people, groups, publications and events as he could, or at least all that he thought would be helpful. I assured him that I wasn't going to sales-pitch these people; I just wanted to learn about the industry, and see what was important to the people he knew.  He thought that was a great idea, and immediately started to list ideas. As we talked through some of them, I assured him that I was willing to join/write/speak/travel/meet/greet/wine/dine in any way he thought wise.  Here's the kicker: he was (and still is, I think) truly enthusiastic about it.  That's what surprised me. I think he liked being asked to help, and I think he really wants to. 

On the way back to the client's office, he was thinking out loud: "Gee, I'd really like you to speak at one of the groups I'm in; I'm going to have to think of a really good topic for you. Something they'd like to hear."  I stifled a laugh when I realized that HE knew I was supposed to ask about good speaking or writing topics, but I, um, forgot.  OK, maybe I'm not a Jedi yet; I can only remember so many mind tricks.

Anyway, all in all an excellent lunch.  I'm happy about what I've set in motion.  What it will produce is anyone's guess, but I'm grateful to Cordell nudging me in this direction. 

Dan's email is proof that asking a favor works. Your clients and your friends want to help you. Give them the chance.

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 I have been asked many times if it makes sense to focus on a niche when you have done no legal work in the niche. 

The beginning part of my answer is always the same: "What you do with your billable time and what you do with your non-billable time does not have to be the same." Then I continue with the typical lawyer answer that it depends. It depends on you, your firm, your passion, how crowded the niche is and a variety of other factors.

I began my focus on transportation construction contractors when I had no experience handling a matter for the transportation construction industry. Why did I pick that niche? Well, I had experience in the USAF litigating government contracts. Transportation contractors bid and are awarded government contracts, only most are state government contracts. So, I was building off of a foundation I already had.

I would have considered government contractors more generally. Only, none of the big government contractors were anywhere near Roanoke, Virginia where I practiced law at the time. However, there were large highway construction contractors in the area and two of them were owned by the families of my Virginia Tech classmates and friends. So, at least I knew someone in the industry. Finally,I did not know another lawyer in all of Virginia at the time who was focused on the highway construction industry. That meant I had a chance to be thought of as the "go to" lawyer for the industry.

I have written about Alison Rowe in an earlier post. She was an associate in my old firm who sought my advice on her future. At the end of our conversation she said: "I have an idea but you have to promise not to laugh." I promised and she told me she wanted to focus on equine law. She explained to me that she had a passion for horses and people who own horses.  At the time she had never handled an equine law matter so we set up a plan to learn and to ultimately market the practice. Alison is doing very well after five years focusing on her equine practice. She is blogging and active in thoroughbred and other equine associations.

If you are wondering whether you can try a particular niche, give it the same kind of thought I did many years ago.

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Since it is still January, I am still thinking about lawyers setting goals.

Are you interested in setting dynamite goals, but don’t know where to start? Here are a list of questions you can ask yourself.

The Who Questions:
Who is important in my life?
Who do I want to benefit from what I am doing?

The What Questions:
What are my strengths?
What are my challenges?
What do I want to accomplish?
What do I want to learn?
What do I want to experience?
What contribution do I want to make?
What do I want to have?
What do I want to earn?
What am I most passionate about?
What do my clients need the most?
What do I need to do to accomplish my goal?

The When Questions:
When do I want to accomplish each goal?

The Where Questions:
Where do I want to live?
Where do I want to visit?

The Why Questions:
Why is each goal important to me?
And why is that important to me?

The How Questions:
How do I want to accomplish my goals?
How do I want to live?
 

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 Are you blogging? If so, how much attention are you paying to your headline? Are you burying your main point? Your headline and first paragraph are the most important writing you do because they determine if your readers continue reading.

Suppose your potential clients are receiving your blog as an RSS Feed. All they will see is your headline. When they look at it, they will ask: "What's in it for me to read on?" Suppose your potential client  clicks on the link to your blog and reads your first paragraph. They will ask again: "What is in it for me to read further?"

So what does this mean? You have to write a compelling headline and first paragraph to persuade your clients to read further. 

When I wrote my monthly column for Roads and Bridges magazine, I sometimes got upset with the editors for editing my headline. In many instances the editor thought plays on words or being cute would capture the readers' attention. Maybe it did and if so I am grateful.

Instead of letting you look at a few blog posts and decide whether the lawyer writer has caused readers to read further, I thought I would take a couple of headlines and first paragraphs of my Roads and Bridges columns and let you decide.

The first is a column the editor titled: Bridge Project Marred in Contract Misrepresentations. While I think the headline could have been better, I do believe bridge builders would want to read on. I think my first paragraph was pretty effective. Here is what I said:

"Do you clearly understand the contract requirements that affect the work prior to bid? Sometimes knowing what your obligations are should cause you not to bid. Unfortunately, some contractors just have to bid anyway. That was what happened in D.C. McClain, Inc. v. Arlington County, 452 S.E.2d 659 (Va. 1995)."

What made that first paragraph effective? I believe more than anything else, it was my use of the word "you" and asking a question for the reader to answer.

Now let's look at one that I did not do as well. In this column, the editor chose Over Done as the title. While that is cute, it is not compelling. In the column I discussed a really important case for contractors, but here is how I began the column.

 "Long ago, there was no requirement to have a differing site condition or significant change in the character of the work clause in the state standard specifications. As some contractors know, Congress left a loophole under which states could “opt out” of having the clauses, and some states have done so."

While everything I said was true, contractor readers do not want a history lesson. They want to know how the new case impacts them and what they need to do. I did not get to those points until later in the column. So, I buried the lead, to use a journalism phrase.

How effective are your headlines? Will your potential clients want to read further? Are you burying your lead by giving history lessons? If so, your potential clients may never get to your main point.

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A lawyer I coach sent me a question that I know is a common one. "We hear all the time that we need to reach out to our clients. Pick up the phone, email, etc. I often find that I am hesitant in doing so when it's not related to an ongoing piece of work. The question is...'What do I say?' I feel silly calling to just say hello." What are some talking points I can use during these 'casual' catch-up conversations?"

I sent the question to lawyers I coach and friends. I got too many responses to post here. But, if you would like to get a copy of the responses contact Joyce. Here is what Ronna Cross with Patton Boggs shared with me.

Unless a reason to follow up has been created either:

1. By circumstance ~ something reminded you of the client, their child, something they care about etc.
2. By you ~ you track their press, their company/industry data or something they care about etc.

I think you have to be real and tell the truth. "Hi, we haven't talked in a while, so I thought I'd call and see what's new/how you're doing/how things are going. " And then ask: "what's new? how are you doing? how's it going?"

The subtle difference is that I'm asking for direct feedback, as opposed to just saying "hello" or "just calling to catch up with you," which might not start a conversation.

The most important thing to remember is that you're developing your relationship, not your sales pitch. That should take some pressure off. And if you're not already, you should be putting systems in place to create reasons for you to follow up like those mentioned above. Then it's a non-issue.

The key is to genuinely care. That way, whether you have a reason or not, you're authentic. So put a smile on your face and pick up the phone. The more you do it, the easier it gets.
 

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 I just finished reading Chris Brogan's recent blog post The Writing Practice . It is a great piece well worth reading. He discusses how he comes up with ideas and how those ideas become a blog post. Then he makes the point that you should always be practicing your writing. I agree.

I wrote  a monthly column for Roads and Bridges magazine for close to 25 years. I know that my first columns were not as good as later columns. I began writing this blog in 2006. I hope my more recent posts are better than the posts I had those first few months.

If you are a young lawyer take an assignment you just finished and create an article or a blog post that potential clients would find valuable. Do it just for practice. Then do it again after the next assignment. Ask yourself how your potential clients would benefit from reading what you have written.

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As I have been reading and listening to the democrats and republicans talk about Scott Brown’s stunning election in Massachusetts, I increasingly believe that neither party will take away lessons they can build on in 2010. Neither party's leaders seem to be open to idea that they may not understand how the American public is reacting to what they are doing in Washington.

While the two political parties may not get it, as a lawyer, the lessons you should take away are painfully obvious. Here is my list:

1. Never take clients for granted. The democrats apparently believed the voters would never elect a republican. The independent voters went out of their way to make the democrats aware they did not like being taken for granted. Your clients will sense when you are taking them for granted and will go to another lawyer or firm just to make the point to you.
2. Don’t attack your competitor’s values. President Obama made a mistake on Sunday by making a demeaning remark about Scott Brown’s truck.                                                               You will make a mistake by poking fun at your competitor’s values.
3. Listen before taking action. I believe the republicans did a poor job of listening in 2006 and 2008 and the democrats have done a poor job ever since. Instead of listening they have been dismissive of people who disagree. Listening is a lost art. As a lawyer you will be better able to address specific client needs that may not be obvious if you just take time to listen. Top Lawyer Coach recently posted a blog with 4 ways to show clients you are wholeheartedly listening.
4. All things being equal, clients would prefer to hire lawyers they know, like and trust. Likeability is still an important component in elections and it is equally important in decisions clients make when they choose a lawyer.
5. Go the extra mile. Scott Brown traveled throughout the state in his truck and made 66 campaign appearances and stood outside Fenway Park greeting fans attending the annual outdoor Bruins hockey game. Martha Coakley made only 19 campaign appearances and mocked Scott Brown for standing out in the cold. You will not likely be able to distinguish yourself based on your legal ability. There are many lawyers as talented as you are. You will be able to distinguish yourself on how much you care about your clients when you go the extra mile.
6. Don’t make silly mistakes about your client. Martha Coakley somehow believed famed Red Sox pitcher Curt Schilling was a Yankees fan.                                                                                             That would be the equivalent of calling your client by its chief competitor’s name or representing company A and showing up for a client meeting with it’s chief competitor’s product.
7. Use social media to connect with clients. President Obama used social media very effectively. Martha Coakley did not. Social media is a tool to listen, build relationships and share ideas.
8. It’s not your case or transaction. It’s your client’s. Scott Brown famously answered David Gergen’s loaded question by saying “it is not Ted Kennedy’s seat and not the democrat’s seat. It’s the people’s seat.” It is your client’s case or transaction, not yours. So you must understand their goals and work to help them achieve those goals.
9. Show a passion for what you are doing and about your client. Scott Brown conveyed to the voters that he was passionate about working for them. Martha Coakley ran a dispassionate logic based campaign. I like the phrase that our clients don’t care about how much you know until they know how much you care.
10. Keep your message simple and easily understandable. Scott Brown did this well. The democrats have struggled explaining a complicated 2000 plus page health care bill. Your clients want to understand the advice you are giving them. Say it without all the legalese.
11. Get to know your clients on a personal level. Scott Brown let the voters get to know him on a personal level. Martha Coakley did not talk about her personal life while campaigning. Your clients want to know you both as a person and a lawyer.
12. Work well with your colleagues. The democrats did not work well together, probably because they did not believe they needed to. Now they are pointing fingers at each other. Too many law firms are silos of lawyers competing with each other. Law firm silos cannot compete against law firm teams.
     

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In my post on Tuesday, I wrote how I would effectively and ethically use social media and other internet tools if I was still practicing law. I pointed out that social media is one of the many tools to develop relationships. 

A few months ago I read The Facebook Era: Tapping Online Social Networks to Build Better Products, Reach New Audiences, and Sell More Stuff by Clara Shih. I recommend the book if you want to learn more about social media and how others are using it for marketing. In the book Shih makes the point that as individuals we have two sources of competitive advantage: human capital and social capital.

Your human capital is your talent as a lawyer. Social capital is your relationships. If you really boil it down, your ability to attract, retain and expand relationships with clients depends on your talent and relationships.

Shih points to studies by Stanford and Harvard professors showing that “social capital is a powerful source of knowledge, ideas, opportunities, support, reputation, and visibility that is equally if not even more influential than human capital. On line social networks are tools that you can use to develop relationships. While in person relationship building is more important than ever, the social network tools can be used efficiently and effectively to expand your social capital with "loose ties." Social networks can also be used as a tool to demonstrate your skills by linking to articles, blog posts, presentations and other content you create.

If you want to keep up with what to expect in social media for 2010, I recommend you read Bentley Folk's www.bentleytolk.com/2009/12/31/social-media-marketing-for-lawyers-2010-predictions/. I also recommend that you read my February Practical Lawyer Column: Practical Tips on How and Why to Use Social Media.

I know that firms need and want to control what their lawyers are putting on any of the social media sites. That makes sense given what some lawyers have posted. At the same time firms need to realize social media is totally changing the legal marketing landscape. I urge you to put together a plan for your firm.

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