What Skills You Need to Set Yourself Apart

I have the chance to work with outstanding lawyers. They seem to be always focused on learning. Some time ago I read a book by Josh Waitzkin titled: "The Art of Learning." Most of you probably do not recognize his name. He was portrayed in the movie: Searching for Bobby Fisher.

Have you played chess? I actually was a serious player during law school, playing almost every weekend. Like many others, I bought books and memorized every possible opening. Unlike me, when he was first learning chess, Waitzkin's coach focused on endings not openings. Waitzkin says:

Children who begin their chess education by memorizing openings tend to internalize an entity theory of intelligence. Their dialogues with teachers, parents and other children are all about results, not effort. They consider themselves winners because so far they have won. In school they focus on what comes easy to them and ignore the subjects that are harder. On the playground, they use the famous: 'I wasn't trying' after missing a shot or striking out.

These children grow up and go to law school. In law school they learn what is necessary to do well on the exams. Then they learn what is necessary to pass the bar. They are great at left brain thinking, but have not exercised the right side of their brain. As young associates in law firms they do not think beyond the assignment.

In his book "A Whole New Mind" Daniel Pink includes a chapter titled: "Symphony." He describes symphony as "the ability to put together the pieces. It is the capacity to synthesize rather than analyze; to see relationships between seemingly unrelated fields; to detect broad patterns rather than to deliver specific answers; and to invent something new by combining elements nobody else thought to pair." This is the skill I find most young lawyers need to develop.

Daniel Pink suggests that one of the best ways to develop this skill is to learn how to draw. Pink went to a class based on Betty Edwards book "Drawing on the Right Side of the Brain." It turns out that drawing classes are not about learning to draw but rather about learning to see relationships.

So, what do you want to learn in 2010? What will you do to exercise the right side of your brain? Write down a list and have fun learning new things.
 

2010 Planning: Reviewing Last Year and Looking to Improve Next Year

I am continuing to post ideas lawyers I coach are using to prepare their 2010 plan. 

Jodi McDougall, a partner with Cozen O'Connor in their Seattle, office recently shared her approach with me:

I'm planning for next year by first reviewing this past year. I'm going through my goals from last year and seeing what I've achieved as well as what I didn't. For those goals I achieved, I give myself a pat on the back, or better yet a few hours at the spa. I also look around me and see those who helped me to achieve my goals. For example, my parents who are always there to step in and love my kids when my husband and I accidentally schedule a deposition the same day. I express my thanks through a note, a kind gesture or a gift. I let them know that I recognize their contributions to my success.

I also look to last year's achievements and determine what I want to do again and how to improve on those goals. For example, with two small children I had stopped taking time for exercise, thinking I didn't have time for such luxuries. Cordell reminded me that successful people take good care of themselves. Last year, I ran a half marathon in June. This year my goal is to run at least two half marathons. I'm already signed up for one!

For those goals I didn't reach, I try to figure out why I fell short and either set the goal again or adjust it to make it more reasonable and achievable. I remind myself of how good it feels to achieve the goals I set and give myself a fresh start and let go of my past shortcoming.

Finally, I will take some time at the end of the year to relax and enjoy my family. I recharge my batteries so that I will be ready to go when January 1, 2010 rolls around.

 

2010 Business Plan: Look Forward and Work Backward

In my last two blog posts, I have discussed why you should have a plan for 2010 and my thoughts on how to get started. I have asked lawyers I coach to share with you how they are preparing their 2010 business plan.

James J. O'Keeffe, a new partner with Gentry Locke Rakes & Moore, recently shared with me how he is preparing his 2010 business plan. 

I’m preparing my 2010 business plan by looking forward and working backward. Based on our coaching sessions and some of the books that you’ve recommended, I’ve got a list long-term goals defining where I’d like to be in five and ten years in each of my roles—father, husband, productive lawyer, client developer, etc. With those in mind, I’ve decided where I’d like to be at the end of 2010 with respect to each role. I used those targets to identify goals that I’d like to accomplish next year. I tried to make sure that those goals are objectively quantifiable, challenging, and more or less within my control.

I know that some people find it very useful to break their yearly plans down by hours, quarters, weeks, and so on. That doesn’t do very much for me. With two small kids, a wife who works, an old house, and a busy job, yearly planning beyond the “big rocks” is just too ambitious right now. If something is important, I will get it done. If not, there’s no sense in planning for it, anyway. As the year progresses, I do plan my activities on a weekly basis and review my goals quarterly. That probably mitigates the lack of precision in my up-front planning. But trying to sit down right now and figure that I have x hours of investment time, to be divided across y activities over z weeks would likely only set me up for failure. It would also drive me nuts.

Finally, I’d be remiss if I didn’t note that I am lucky enough to work at a firm that gives me significant freedom when it comes to annual planning and goals.

Practical Tips on How to Do Year End Planning

In my last post, I discussed why you should create a 2010 plan. In this post I will share with you ideas on how to do your planning.

I suggest giving thoughts to next year between now and end of year. I especially like this weekend and the time between Christmas and New Years because I can relax and focus.

Here are my ideas on where you might focus:

  1. Look back on what you accomplished in 2009: What did you learn? What did you do? What results did get? What could you have done better?
  2. What do you want to accomplish next year? What are your goals? Why is achieving them important to you? What do you want to learn? What do you want to do better? What would be a home run for you?
  3. What actions do you need to take to achieve your goals? Try to list as many as 25 actions and identify when you will take each action.

I recommend that you write all of the answers to these questions and your list of 25 actions. Why is that an important step? Studies have shown that we are far more likely to do things we have committed to writing. We are also far more likely to do them when we set a date certain.

Give this approach a try. It will make you more focused and will help keep you working toward your goals.

If you want additional ideas on planning download my latest column from The Practical Lawyer. 
 

Why You Should Create a 2010 Plan

As we are approaching 2010, have you begun preparing your 2010 business plan? If not, you are not alone. You may be wondering: Why should I prepare one? The answer is quite simple: Time and energy are your most important assets, and you must use your time and energy wisely. I like a quote attributed to Jim Cathcart and others: “Most people aim at nothing in life and hit it with amazing accuracy.”

Preparing a business plan will help you identify what is most important to you, prioritize how you spend your time, focus your attention on the important things and execute. You will have a far greater sense that you control your destiny. With no plan you can easily waste time and energy doing things that are unimportant.

I am conducting a free 2010 business plan webinar on December 30 at Noon Central Standard Time. I will share with participants why I prepared a plan each year, how I put it together and the ways I held myself accountable to execute my plan. These ideas worked for me and I am confident they will work for you. There are a few telephone lines still available. If you want to participate contact jflo@cordellparvin.com to reserve your spot.

In my next post, I will give you some tips on how to prepare your plan.
 

Client Development Questions to Ponder for 2010

I hope you are beginning to think about what you want to accomplish in 2010 and how you want to do it. If part of your planning includes client development and serving your clients, these questions may help you focus:

  1. Is it easier for you to get clients to hire you who have a legal matter right now or clients who do not have a legal matter right now?
  2. Seth Godin talks frequently about the importance of being remarkable in the eyes of your clients. What are examples of remarkable ideas that will bring clients to you or your firm?
  3. What problems, opportunities or changes will your potential clients face in 2010 and what unique solution does your firm offer clients? What unique solution can you offer? Why should a new client hire your firm? Why should they hire you?
  4. I have often said that selling legal services is counterintuitive. The harder you try to sell clients, the less successful you will be. What can you do to get clients to hire you without selling them? Here are a couple of hints. First, think counterintuitively. Second, consider some of the questions above.
  5. Suppose you have an opportunity to make a presentation to an industry group or group of potential referral sources and your goal is to get your audience to hire you or recommend you. What can you do before, during, and after your presentation that will increase your chances of being considered and hired?

Based on your answers to the above questions, what is the one thing you can do in 2010 that you are not doing now that will generate the most business in the long term?
 

How to Make Holiday Cards More Meaningful

Have you begun thinking about holiday cards? I have been thinking about them and how I can make them memorable.

I remember several years ago personally signing over 1000 holiday cards. Some members of our firm did not even sign the cards. I did, but as I was signing the cards I realized that many were being sent to people who sent me cards and with whom I had little other contact. I didn’t remember their cards and I am confident they did not remember my cards.

If you send 1000 cards and receive 1000 cards, haven’t holiday cards become the equivalent of spam? How can you make your holiday cards less spam like? I suggest sending fewer and more meaningful cards. In addition to signing those cards write a short personal note.

Your law firm can make the firm’s card more memorable by focusing on the community. A Wall Street Journal blog post included a story about a Miami law firm’s holiday card. It featured a picture of a truck it had donated to the local food-bank. The text of the card let clients know that the gift of the truck would not have been possible without them. I am confident the firm’s clients will long remember that card.

If you really want to make sending holiday cards worthwhile, do and write something unique that will be remembered.
 

Want to Learn More About Marketing? Read Blogs and Listen to Podcasts

I often am asked what my favorite blogs and podcasts are, so I thought I would share them with you.

Seth Godin is the marketing guru and a lot of what he writes about applies to lawyers.

Creating Customer Evangelists has a great book on client service.

Scott Ginsberg is an excellent writer on becoming more valuable to clients. If you go to his regular website there are dozens of good articles on networking etc.

Justin R. Levy has social media materials I like.

More great stuff on social media by Steffan Antonas.

Copyblogger is the number one site on blogging and writing.

Chris Brogan is co-author of Trust Agents a great book every lawyer should read.

Personal Branding Blog has excellent ideas on personal branding.

I like Growth Nation's 51 free marketing tips. Take a look and see which ones apply to what you are trying to do.

You can get all of these by RSS feeds that will come to your iGoogle account or your Google Reader account. This makes it easy to decide which posts to read.

My favorite Podcast that I subscribe to in iTunes is Duct Tape Marketing. John Jantsch interviews all the people above and more. Go back over the last year and you will find some valuable interviews. Take note that earlier this year he moved the podcast to a different location.

I learn something valuable from each of the blogs and podcasts above. You will also.
 

 

 

Making Time for Client Development: Manage Your Time and Energy

Tuesday, I asked if you had answered "why" client development is important to you. It is the first step to make time for client development. In this post, I will share with you three noted experts' approach to time management.

Noted author Carl Sandburg once said: “Time is the coin of your life. It is the only coin you have, and only you can determine how well it will be spent. Be careful lest you let other people spend it for you.” He wrote that long before the Internet, email and other current potential distractions.

In a couple of weeks I will be doing a program called “Time Management: Making Time for Client Development.” I plan to include a discussion on time and energy management and share ideas I learned from books by Stephen Covey, David Allen and Jim Loehr. Each author approaches the subject in a slightly different way. I have read their books and listened to their presentations. I have found each approach valuable. Recently I found a report on the effectiveness of coaching programs using each approach. I plan my week around my roles as Stephen Covey suggests. I use David Allen's approach to next actions. i set physical/economic, mental/learning, emotional/relationship, and spiritual/values goals based on Jim Loehr's four sources of energy. Take a look and decide which approach will work best for you.

One final thought: One way to make time for client development is to eliminate wasted time. How much time do you waste each day on things that really do not matter? You might be opening and responding to unimportant emails, doing things that could be delegated, searching for things in your office. If you saved just 30 minutes a day, that would be 182½ hours for a year. Suppose you used that time for client development or your own development, what do you think would happen to your career?
 

Have You Answered the Why Question on Client Development?

Time management is the most frequent agenda item for lawyers I coach. More specifically, I am asked how to find time for client development when the lawyer is busy with billable work and wants quality family time. Do you also wonder how you can find the time?

You might think this is a time management issue. Way more often than not, it is really a self-motivation issue. Donald Latumahina wrote an interesting post on self-motivation last year. His first suggestion for building self-motivation is to “Have a Cause.” He says: “While other causes could inspire you temporarily, a cause that matters to you can inspire you indefinitely.”

His third suggestion is to “Be Hungry.” He says: “To be truly motivated, you need to have hunger and not just desire. Having mere desire won’t take you through difficult times since you don’t want things badly enough.”

If you are struggling to make time for client development ask yourself the “why” question. Write down why developing a client base and book of business is important to you. It will help get you have a cause. Let me share my answers with you. Developing a client base and book of business would:

  • Provide security for my family
  • Enable me to help clients achieve their goals
  • Make my work more interesting

If you find it challenging to make time for client development, you might want to read Rising Star, which I co-authored with Kristi Sebalj. Here is some of what I said in the introduction:

This is the second book I have written about Tony and Gina Caruso. In "Say Ciao to Chow Mein: Conquering Career Burnout" Christina Bost Seaton and I focused on Tony, who after finishing his first year as an associate in a large Texas law firm is burned out and struggling to find meaning in his career. Rising Star: The Making of a Rainmaker is about Gina, who is now a partner in a mid-sized firm. She is the talk of the firm, having brought in $1 Million of business. Yet, she feels like a one-hit wonder because her success was a result of one big case from one big client…

I have known Tony's and Gina's throughout my 35 years practicing law. Their characters are a composite of lawyers who have worked for me and lawyers I have been blessed to coach and mentor. Many of those lawyers have caused me to study and examine differences between lawyers who are successful and happy and lawyers who are not…

As you read Rising Star, think about what you really want in your career and how you can most effectively and efficiently achieve it. That will be a good starting point to motivate you to achieve your goals.

Order Rising Star now at a reduced rate or purchase a book set for as much as 70% off regular price – or you may find it on Amazon.com.
 

Imagine a Coaching Session: 10 Questions to Answer

Use your imagination for a moment. Imagine you and I are sitting at a small conference room table and we are about to begin our third or fourth coaching session. Here are some questions I might ask you:

  1. Since we last talked what have you done to become more valuable to your current clients?
  2. What have you been doing to become more visible and credible to potential clients and referral sources?
  3. What have you done to help your colleagues’ clients?
  4. What have you been reading or studying to learn more about your clients?
  5. On a scale of 1-10 how are you doing on accomplishing the goals we set in our first session?
  6. What would it take for you to get to a 10 rating for yourself?
  7. What challenges have you encountered?
  8. How have you been able to overcome those challenges?
  9. What would you like to get out of this coaching session?
  10. What can I do to help you?

Even though we may never have a coaching session, you can get many of the benefits of coaching by answering the questions above.
 

Service Idea for Your Bar Association

Are you looking for service ideas for your local or state bar association? If you are, I want to share one that will help teach the next generation the Rule of Law.

Mike Pace is a friend of mine from Roanoke, Virginia. When I practiced law in Roanoke I interviewed Mike when he as a student at Washington and Lee Law School. He went with another firm and now is the managing partner of that firm. In 2008 Mike served as The Virginia Bar Association (VBA) President. While serving he created the vision and spearheaded the effort to create the VBA Rule of Law Project.

When I visited Mike a few months ago we spent an hour talking about this innovative educational program. He explained that the purpose of the VBA Rule of Law Project is to give 7th and 8th graders a better understanding of the rule of law as the basis for the freedom we enjoy as American citizens, and the need to protect it for future generations. He told me that the project has created a buzz in both the VBA and the teaching community and has brought those professionals together.

After months of hard work and preparation in February, 2009, 60 lawyers and judges working with 60 teachers conducted classroom activities and discussions for over 2000 7th and 8th grade students in three Virginia school divisions. Since then, the VBA Rule of Law Project has been introduced in 37 additional school divisions all across Virginia.

Mike shared with me why the project has been so successful. At the heart is the collaborative working relationship among local bar associations, school superintendents and directors of instruction. See the website for how The VBA Rule of Law Project innovatively uses a web-based curriculum that features a video of prominent judges, public officials and citizen lawyers discussing what the rule of law means. VBA has also created resource materials for lawyers, judges and educators including a training video, instructional materials for lawyers, class activities, lesson plans, reading lists and other resources for teachers and students.

The VBA Rule of Law Project curriculum is adaptable to any age group and any organization. Because it is web-based, anyone may use it in their schools, communities, bar associations, civic groups or other educational program designed to enlighten the public about the rule of law.

Finally Mike shared with me that if any readers of this blog are interested, he would be happy to share with you how your Local or State Bar might implement the project.
 

Top 10 Blogging Mistakes You May Be Making

Are you blogging for business? Plenty of lawyers are doing it. But, how many are doing it well? Here are the top 10 mistakes I see:

  1. Failure to identify the targeted reader. It is pretty basic. You need a plan which identifies the type of client/referral source you want to read your blog.
  2. Picking topics no one cares about. Potential clients only care about their problems, opportunities and changes. They want to read about solutions to those.
  3. Not posting regularly or frequently. If you do not have time to post at least once a week, you should not be blogging.
  4. Picking a poor title. Some of the titles I see remind me of headings from legal briefs. Your potential clients and referral sources will decide whether to read your blog based on the title.
  5. Writing posts that are too long. Your potential clients and referral sources do not care about the history of Swiss watch making. They simply want to know the time.
  6. Writing long paragraphs. You may not realize it, but your readers will look at your blog post visually. If the paragraphs are long, they will be less likely to read it.
  7. Writing about you and your law firm. Your potential clients and referral sources do not care about you or your law firm. They care about themselves and their business.
  8. Writing that attracts the wrong potential clients. If you are a management side employment lawyer, your blog should be aimed at businesses so you do not receive lots of calls from disgruntled employees.
  9. Writing for lawyers and not for potential clients and referral sources. Unless your target audience is lawyers, use words that businessmen use.
  10. Talking down to your readers. Potential clients and referral sources like lawyers who are confident. They hate lawyers that are arrogant.

If you are blogging you should be reading Copyblogger. It is the top blog for learning blogging skills. I wrote a regular monthly column for Roads and Bridges Magazine for 24 years. I can assure you that my writing improved over time. Your blogging will improve over time also.

Three Questions for Law Firm Leaders

I have been around law firms whose lawyers had differing ideas of the firm’s culture, its vision and what is expected of each lawyer. Those firms are notable by the number of closed door meetings and they are most likely not to survive in difficult times.

I just finished re-reading “The Leadership Challenge" by James Kouzes and Barry Posner. I recommend the book to every lawyer because even if you are a young associate in your firm, you are still a leader.

Near the end of the book, Kouzes and Posner suggest that leaders constantly ask themselves:

  • What values do we hold dear?
  • What visions do we aspire to realize?
  • What behaviors do we want to reinforce?

They go on: “Be prepared for every public opportunity to reinforce the culture and the meaning you want to create.” Are your law firm leaders constantly asking these questions? Do your lawyers know what values the firm holds dear, what visions the firm aspires to realize and what behaviors the firm wants to reinforce? Just having clarity on those points will create a synergistic atmosphere.

Here is a way to determine the values your firm holds most dear. Make a list of values (e.g. Integrity, Profits per Partner, Collegiality, Teamwork, Respect, Diversity, Quality Work Product). Then have each of your partners, or each of your lawyers rate the importance of each value on a 1-10 scale. If your lawyers rate the importance of each value the same or close to the same, then you know what your firm holds most dear. If the ratings for each one are all over the place, it's time to go back to the drawing boards. 
 

Client Development in a Nutshell

On September 16, 2009 I posted a blog titled: “The Strength of Weak Ties.” In the post I told the story of how a large contractor found me based on a recommendation by a lawyer co-presenter on a panel presentation.

When I look back at other significant new clients who hired me to help them, almost all of them first considered me based on a recommendation from a “weak tie.” So, as a practical matter, what do you need to do? The answer is client development in a nutshell. As shown below there are four main stages:

  1. Become visible and credible to your target market and weak ties in that target market. I wrote articles and gave presentations to industry groups to become visible and credible, but there are a wide variety of other ways to do it.
  2. Build relationships and be in the mind of weak ties.
  3. Keep your website up to date with representative matters and downloadable articles and presentations. After you are recommended, your potential client will go to your website bio to see if you have the expertise and experience to handle their matter.
  4. Build trust and rapport by asking good questions and listening. When you get the meeting with your potential client representative, she will be weighing whether she can trust you to handle the matter effectively in a manner that will make her management compliment her for choosing you. She also is weighing what it will be like to work with you. In this stage too many lawyers mistakenly try to sell themselves and their firm, instead of asking good questions and selling by doing.

Want to be more successful next year? Develop a game plan to become more visible and credible, to build relationships with potential referral sources and to develop trust and rapport with potential new clients when you get the opportunity.

We will be covering the four stages as well as other client development topics in a live webcast titled "Securing, Retaining, and Expanding Relationships with Your Clients" on November 10, 11 and 12 at 12:00 pm (CST) each day.  For detailed information download the brochure and registration form or register on-line. Register by October 30 and receive a free book!

Presentations: What to Do When Technology Doesn't Work

I have done presentations to clients and industry groups for many years. One thing I have learned in the process is to check on the technology ahead of time. So, I arrive early, set up and make sure the slides, audio and video are working properly.

Even when I think everything is covered and working, something might come up. In June, 2008, I spoke at the Arkansas State Bar Annual Meeting. I had slides and a workbook handout that I intended those in the audience to complete while I was speaking. There was only one slight problem. In an effort to save paper, the Bar had put all the handout materials on a jump drive. I learned from this experience to ask how the handout materials will be handled.

Last week I did a webinar for lawyers across the country who use LexBlog. As I began, for the first time ever, the internet in my building went down. Picture the scene with me speaking on the telephone and looking at my computer knowing I was only one who could see my slides. I know many lawyers find it challenging to do a webinar that goes well, but doing it without the slides was weird beyond words.

I finally just asked for questions and it went better. I learned from this experience that it is important to have slides for a webinar on the host’s server as well as your own.

Here is a link to listen to the webinar and get a copy of slides. If you listen, let me know if you hear panic in my voice when I learn no one can see the slides.

If you are licensed in Arizona, Arkansas or Texas, join me for a live webcast titled "Securing, Retaining, and Expanding Relationships with Your Clients" on November 10, 11 and 12 during your lunch break and earn CLE credit. For detailed information download the brochure and registration form or register on-line. Register by October 30 and receive a free book!
 

Are Your Marketing Efforts Getting You Noticed, But Not Hired?

Recently I had a coaching session with an outstanding lawyer I coach. He lamented that he was making all kinds of client development efforts, but not achieving results. In other words, he was getting noticed, but not hired.

Seth Godin recently posted a blog titled: "Notice Me."

If you are getting noticed but not hired, read the bullet point list in Seth's blog and develop an action you can do for each item on the list.

 

Successful Law Firms: What Does it Take?

Charlie Miller is a close friend of mine here in Dallas. Last year he conducted a webinar for lawyers I coach titled: "The Voice of the Client." He also did a podcast interview for me which you can find on iTunes.

Charlie consented to my request to share his list: “10 Characteristics of Successful Law Firms” with you.

  1. Have a comprehensive business plan (“play book”) and review and update the business plan on an ongoing basis.
  2. The client comes first. Without clients, there is no reason for a law firm to exist.
  3. Sell solutions ("provide value") to clients, not sell time as expressed in billable hours.
  4. Manage client expectations on a daily basis.
  5. Utilize Rigorous Financial Management for all client assignments. Prepare budgets for each matter: tasks, events, timing and resources to be used for the benefit of the client. This requires early analysis and client signoff.
  6. Inventory is not "billable hours," it is the cash those hours represent, and they focus on collecting accounts receivable and maintain a high realization rate.
  7. Practice effective cash flow management by getting funds into the bank as quickly as possible.
  8. Recognize that technology—emails, blogs, cell phones and voice mail—cannot replace personal relationships, personal integrity, and rapport with clients. (Note: I would have added social media)
  9. Value and reward “Team Effort” aligned with a pre-determined Strategy.
  10. Have in place a disaster plan and a management succession plan and keep them current. Business survival and succession cannot be left to chance.

Charlie's ideas are right on target. Is your firm doing the things he suggests?

 

What Separates Lawyers Who Are Stars from Lawyers Who Are Superstars

In early September I spoke to first year lawyers going through orientation at their firm. Right before the conclusion of my presentation, I asked for questions. A very astute first year lawyer who had listened intently asked: “What is the difference between lawyers who are stars and lawyers who are superstars?”

Later in September I posted a blog on how the best lawyers keep getting better.

The young lawyer’s question caused me to remember that David Maister wrote a chapter about dynamos, cruisers and losers in his book True Professionalism. After I collected my ideas and wrote this post, I went back to the chapter and read what he said about cruisers. First he indicated that we all cruise at sometime in our career. Then, he said: “Cruising means working at what you are already good at, and in consequence usually means a low-stress comfortable work live.” Finally he wrote: “The difference between Dynamos and Cruisers is rarely one of ability. Rather, it is one of attitude.” If you have a copy of the book or can get a copy of the book, I urge you to read this chapter.

Here is what I have seen when successful lawyers are not getting better. They do some or all of the following:

  1. Become content with their achievement
  2. Focus on what they already know rather than what they don’t know
  3. Quit doing the things that got them to $1 Million
  4. Do not pay attention to their health
  5. Do not pay attention to their families
  6. Take clients for granted
  7. Quit trying to attract new clients
  8. Become cautious, like a sports team with a lead playing not to lose
  9. Refuse to share credit with their colleagues
  10. Do not look for opportunities to add value for their clients with work the firm does outside their practice area.
  11. Hoard associates instead of helping those associates become successful in their own right
  12. Make it difficult for associates and young partners to work with them
  13. Let any disappointment or setback cripple them
  14. Fail to keep up with changes in the legal profession
  15. Simply begin their retirement on the job

Superstar lawyers I know view a great year to be an event not an achievement. The achievement comes from continuing to strive to get better.
 

What Makes the Biggest Difference

Recently I was eating dinner with a group of lawyers I am just starting to coach. One asked me what I thought was the most important thing I had done to become a rainmaker. For me the answer was easy. I narrowed my focus and developed a niche for which I could become a “go to lawyer.” After that I asked each person in the group to identify what they believe is the most important thing to do. No one was permitted to use something that had already been stated. Here is the list my coaching group identified.

  • Develop a plan and execute
  • Build relationships with your clients and business referral sources
  • Do the highest quality work
  • Be more responsive than the client expects
  • Be Persistent, client development takes time
  • Be Passionate and enthusiastic about your work and clients
  • Put in the time to do client development
  • Focus on client development activities that work best for you
  • Become a better listener and better at asking questions to enable you to learn more about the client
  • Make raving fans of existing clients and then focus on staying in touch with old clients

What would you add to this list?
 


 

 

What Marketing Ideas Will Work for You?

A few years ago I met with Jonathan, a lawyer I was coaching. He said: “Cordell, whatever you do, please don’t tell me I have to write or speak at industry meetings for client development.” I told Jonathan: “You can be really successful and never write one article or give one industry presentation.”

What is the point of sharing that short story with you? Each lawyer I coach is unique. They each have unique talents, goals and challenges. So do you. The point of individual coaching is one size does not fit all and my job is to help the lawyers I coach uncover their unique talents.

You may have a senior lawyer who is advising you. He may think what worked for him is exactly what will work for you. It may, but just as likely it may not.

While each lawyer I meet is unique, I believe rainmakers have certain attributes and do certain things. I wrote about it in my August column in The Practical Lawyer.

How you can best spend your time will be determined by a variety of things, including:

  • The kind of work you do
  • Your experience
  • The amount of non-billable time you have
  • Your interests and talents
  • Your personality type
  • What you want to accomplish

Some lawyers like Jonathan should be out in the community networking and/or active in the Bar. Other lawyers do not have the time or desire and would rather go home and be with their family. Some lawyers should spend time developing a social media presence and relationships. Others should spend time meeting with clients and referral sources in person. Some lawyers should spend time developing new clients. Other lawyers should spend time focusing on their existing clients. Some lawyers should market externally. Other lawyers should market internally. Some lawyers should focus on being a subject matter expert. Other lawyers should focus on being a “trusted advisor.”

If you want to build your practice, you should focus on the attributes in my article and figure out your unique talents, goals and challenges and spend your time most appropriately. Here is a practical suggestion. Take each bullet point above and write an answer. Then look at the paragraph above and use it as a starting point to think about how you can best use your time.
 

Your Firm Website: Is it for You or Your Clients?

When I speak at firm retreats, I frequently show excerpts from the “About” page of the firm for whom I am speaking and two competitors. I then ask the lawyers to identify which website is theirs. Routinely, only about 50% of the lawyers in the audience know which website is their own.

Why? Most law firm websites are alike and are focused more on selling the firm than helping the firm’s clients. Most law firms claim to be “innovative,” or “creative.” They provide “solutions.” They are “full service” firms and represent a diverse group of large and small clients on a “wide range of matters.” They all have lawyers with a vast amount of experience, a great work ethic and are noted for their integrity.

Look at the “About” page on your law firm website. Does any of the above look familiar? Does your firm “About” page also talk about your firm’s history? How many hits are you getting on that page? I doubt many because your potential clients really do not care about your firm's history. Does your webpage focus on what your lawyers do? If that is the main focus you are not reaching your potential clients because for the most part, they do not care about your firm's services. They care about themselves and their problems, opportunities and changes and will only pay attention if the services you provide specifically address those issues.

David Meerman Scott has written a book titled: The New Rules of Marketing and PR. It is a great book you should consider reading. One of his new rules is the importance of focusing on your customer (client) persona and creating content on your webpage that addresses their needs. Scott frequently blogs and does presentations about this rule and provides real life examples.

 

So what is the lesson for you? Instead of claiming to be innovative or creative, demonstrate it on your website. There is an expression I like: "Sell by doing, not by telling." Create content your clients and potential clients will find valuable. Make it as easy as possible for them to get it and easy to share it.

Your firm likely has several client personas. Some clients are large businesses, some are small businesses and others are not businesses. Some client representatives are busy CEOs, others are busy in-house lawyers. Suppose for a moment that a one person in-house general counsel for a family owned business comes to your website. What would he or she find valuable there? What would give him or her an idea about what it will be like working with your lawyers?
 

Client Development Secret

Would you be surprised if I told you that one secret of client development is to “stop selling.” In many ways client development is counter intuitive and this is one of them.

Think about buying a car. Are you more likely to do business with the dealer who is trying to sell you a car or the dealer who is trying to help you find a car. I hate doing business with someone who is selling me something, but I frequently do business with someone who is helping me.

My life improved immensely when I changed my mindset from marketing and selling myself to finding ways to help my clients and potential clients. Yours will also. Selling and marketing yourself is about what is in it for you. Finding ways to help is about what is in it for them.

Most lawyers I know are uncomfortable asking for business. It’s understandable because they fear how they will be perceived and do not like the feeling of being rejected.

So how do you ask for business? Try this: Next time you are at the point where you are thinking about asking for business, say: “I would love the opportunity to work with you and help you on this.” Before you are at that point consider saying: “What can I do to help you be more successful in your job?”
 

Career Success: Begin with Your Inner Excellence

Over the weekend I read a sports psychology book by Gary Mack titled: Mind Gym: An Athlete's Guide to Inner Excellence. I found it could have been a lawyer’s guide to inner excellence because the points he made reminded me of what I see in the most outstanding lawyers I coach.

Let’s review the ten qualities of inner excellence Mack listed and you will see what I mean.

The person who is a winner within has a dream. The most outstanding lawyers I coach are pursuing a dream about their career and life. They set goals to convert their dream into actions.

Commitment. The most outstanding lawyers I coach know what they want to achieve and why they want to achieve it. Because they know the “what” and the “why” they stay committed when others give up.

Responsibility. The most outstanding lawyers I coach long ago took responsibility for their own career.

Openness to learning and growing. The most outstanding lawyers I coach need coaching the least, but get the most out of it because they put the most into it. They are always striving to learn and grow.

Optimism. I have referred to this quote in a previous blog post: “Superachievers think optimistically and plan purposely.”

Self-confidence. Mack writes: “No one can outperform his or her self-image. The most outstanding lawyers I coach believe in themselves and their abilities to attract clients and be a valuable resource for those clients.

Emotional control. The most outstanding lawyers I coach do not lose their temper; do not get down on themselves or the people who work for them.

The adversity quotient. I posted a blog about this attribute after Padraig Harrington struggled on the 8th hole and lost the PGA tournament as a result. The most outstanding lawyers I coach get themselves up and try again when they run into roadblocks.

Backbone and character. The most outstanding lawyers I coach focus on their integrity. I have always appreciated this John Wooden quote: “Be more concerned with your character than your reputation, because your character is what you really are, while your reputation is merely what others think you are.”

Persistent and patient. The most outstanding lawyers I coach know that there is no such thing as overnight sensations. They work tirelessly building their visibility and credibility and do not give up or complain when they do not see immediate results from their efforts.
 

Want to Give a Dynamite Presentation: Take a Lesson From Tina Turner

It was 1971, I was in my last year in law school when Nancy and I and two other couples sat in the second row to watch The Ike and Tina Turner Revue. First, Ike and the band came out, then the Ikettes came out and sang. Then the announcer, in a very deep voice said: “Let’s welcome the star of the show, the hardest working girl in show biz…Ladies and Gentlemen: Tina Turner.”

Tina was unbelievable. She had the entire audience clapping and singing along to “I Want to Take You Higher.” I don’t remember many of the songs in the middle of the concert, but as it was reaching the end, she sang: “Proud Mary.” When she finished the crowd was standing and asking to hear more from Tina. Here is a video clip from the 1971 concert tour with Tina Singing “Proud Mary.” 

 

Fast forward to 2000. Tina Turner is live at Wembley Stadium in London. Her opening song: “I Want to Take You Higher.”

 

Like the concert in 1971, Tina came to the end of the Wembley Stadium concert and sang “Proud Mary.” Once again the audience clamored for more.

 

Other than my enjoyment of Tina Turner in concert, what is the point for you? I suggest you take a lesson from Tina Turner when you are giving a presentation. Start strong and end strong. You have about 90 seconds for the audience to answer the question: “What’s in this for me?” Do not end your presentation with: “Are there any questions?” Instead as you are approaching the end, say: “Before I conclude are there any questions?” Then, conclude powerfully with a call to action. In an interview author and expert Nick Morgan said: “The last thing you do with an audience is the most important and what they will remember the best. Q&A is open-ended and not in your control. A great speech can be undermined by a hostile or stupid question at the end. So save the last three minutes for a knock-them-dead wrap up that sends the audience on its way with jaws agape.”

Clearly when Tina Turner ends a concert with “Proud Mary” she knocks-them-dead and has the audience wanting to hear more. If you open strong and close strong your audience will want to hear more, and maybe they will even want to hire you.
 

 

Five Esstential Keys to Successful Law Firm Leadership

My October column for The Practical Lawyer focuses on leadership and how the current economy may have changed law firms forever.

Is your law firm striving to become the best it can be? If so, my bet is your firm leader has integrity, articulates a purpose other than profits per partner, clearly has a vision for the firm’s future, makes sure the firm is acting consistently with its values and holds people accountable. These answers are fairly obvious. But, if they are so obvious why isn’t every leader doing what it takes for the firm to be successful?

1. Integrity

A law firm leader must be honest, ethical and credible. In their book Credibility: How Leaders Gain and Lose It, Why People Demand It, James Kouzes and Barry Posner reported the results of 1500 interviews with managers across the United States. When asked to identify the characteristics and attitudes they believed to be most important for effective leadership, the number one response was: integrity (leaders are truthful, are trustworthy, have character, have convictions).

2.  Purpose Beyond Profits Per Partner (the Why)

A law firm leader must be able to express the firm’s purpose. James Collins and Jerry Porras in Built to Last: Successful Habits of Visionary Companies Built to Last define purpose as “the set of fundamental reasons for a company’s existence beyond just making money.”

3.  Vision for the Future (the What)

A law firm leader must be able to express his or her vision for the firm in a way that creates excitement in the firm. Almost nothing energizes people more than feeling they are part of building something special. When President Kennedy expressed the vision that the United States would land a man on the moon by the end of the decade, people were energized and inspired.

4.  Culture and Core Values (the How)

A law firm leader must be able to both articulately express the firm's culture and core values and to make sure the firm acts consistently with those core values. In Aligning the Stars, Jay Lorsch and Tom Tierney describe culture as “a system of beliefs that members of an organization share about the goals and values that are important to them and about the behavior that is appropriate to attain those goals and live those values.”

5. Accountability (the What is Expected)

A law firm leader must clearly articulate minimum standards. Actually, “minimum” is not the best word because the standards should actually be very high. Each person should know clearly what is expected of him or her and then must be held accountable with consequences for non-performance.
 

Be a Magnet

The attorneys I coach have probably heard me say it many times: “You want to be remarkable in the eyes of potential clients so that they will seek you out.”

I read an article written by Dr. Ivan Misner, a New York Times bestselling author, who wrote “The 29% Solution: 52 Weekly Networking Success Strategies.” The point of the book is that 29 percent of us are connected. I understand that the book has a 52-week program to help readers become part of the 29 percent. You might be surprised to learn that Dr. Misner believes introverts are better at networking than extroverts.

In Misner’s article I found the following interesting:

  1. In business, being a magnet means being recognized as a “go to” person and that includes knowing people who can solve other people’s problems.
  2. We tend to attract people like ourselves. Busy people attract busy people, making it more difficult to get together, but the rewards are great when a group of busy people get together.

The second part of the article focuses on approachability and includes suggestions from Scott Ginsberg, “the name tag guy.” He gives some really good ideas for being approachable at an event. I urge you to study each of his eight ideas before going to your next event.
 

Reuse Your Articles and Presentations

Yesterday, I wrote about "the strength of weak ties." I heard from several readers that my discussion gave them ideas they had not considered.

The story I told yesterday demonstrates four points:

1. More often than not, clients hire lawyers rather than law firms.
2. Client development is about relationship building.
3. You will be considered by a new client based on recommendations or based on something you have written or presented.
4. The recommendations more often than not will come from weak ties.

I want to keep your creative juices flowing. In this post I want to focus on how to be considered based on something you write or present. One important tip is to find ways to reuse your content. In marketing that is called repurposing.

Have you handled a complex matter recently? If so, how can you reuse materials you created to educate other potential clients, referral sources and weak ties?

I have always urged lawyers to create content (books, guides, articles and presentations) and find ways to reuse the content. I have always done that. Let me share an example.

In the early 90s, the Federal Highway Administration received permission from Congress to "experiment" with Design-Build construction of complex bridges and highways. I knew the experiment would lead to states wanting to construct more and more projects by design-build contracts. I also knew contractors were unprepared for this change. I decided to do workshops across the country to educate contractors. About 100 contractors attended. I had taken many hours to prepare the detailed handout materials. I offered those materials to 100s of other contractors. When it became possible, I had my marketing department put the materials on my website where they could be easily downloaded. Next, I broke out sections of the handout materials and created several articles that were published. The net effect was I reached a much wider audience by repackaging the materials I had worked so hard to create. In some cases I put materials in front of perspective clients three times.

Later I was hired by a state in New England to help draft their first design-build contact. A couple of years after that, I was hired by the contractor to help put together a proposal to install a very complex electronic toll collection system in the Northeast. Because of the writing and presentations I did on design-build, I was hired by several contractors to handle disputes arising from design-build contracts. All of these opportunities and engagements came as a result of creating content and reusing it.

Think about how you can reuse materials you create.

By the way, have you begun planning for 2009? If you would like some ideas on the planning process let me know.

The Strength of Weak Ties

Yesterday I wrote how social media is an efficient and effective way to strengthen weak ties and stay on their radar screen. The strength of weak ties concept was first discussed by Mark Granovetter.

I recently looked back at my own career and recalled just how powerful weak ties can be. I have shared this story before but it is worth sharing again. In early 1983, President Reagan signed into law the Surface Transportation Act of 1982. It included a provision that for the first time by statute required that 10% of the federal highway funds be expended with Disadvantaged Business Enterprises. That created new and complicated legal issues for highway contractors. I wrote a guide and spoke on the subject all over the country. One presentation was a panel in Washington, DC. A lawyer from the Federal Highway Administration was on the panel with me. I had never met him before we spoke that day.

About six months later I received a call from the general counsel of one of the country’s largest contractors. They had a $30 million issue with the City of Atlanta. The general counsel told me he heard I was the one to call for help. Later in the conversation I asked how he had heard of me. He said he had called the Federal Highway Administration about the problem and a lawyer there told him that Cordell Parvin was the lawyer who could help them. Fortunately, I was able to help the client solve the problem and that led to a long lawyer-client relationship.

I look back now and almost every major matter or every new client came to me as a result of recommendations from weak ties. Who are your weak ties? What are you doing to stay on their radar screen?
 

Why Lawyers Need to Be on LinkedIn, Facebook, and Twitter

Does your firm have a social media game plan? If not, you should. A couple of weeks ago I posted a blog on why law firms need to be on Twitter which included suggestions for how law firms could use Twitter effectively. I received more comments to that post than I have ever received. So, obviously lawyers are interested and have opinions on the value of social media. Senior lawyers in your firm may not see the value of it. I didn’t see the value at first either. Then, I discovered the opportunity.

I believe most clients consider lawyers and law firms for a first project based on recommendations by friends, colleagues and others who influence them. When your practice is local and is in a small town, word is passed on in person. If your practice is in a larger city, or covers a larger geographical area, in person word of mouth is more challenging.

On recent flights I have been reading “The Anatomy of Buzz Revisted” by Emanuel Rosen. In the book Rosen mentions a study on how people found their jobs done by Mark Granovetter, a graduate student at Harvard. To his surprise, Granovetter found it was rarely from recommendations from one of the closest friends. People more likely found their jobs based on recommendations by acquaintances. This phenomenon he called “the strength of weak ties.” Importantly, for lawyers it goes well beyond just the job market.

What should lawyers and law firms get from this study? Strong-tie buzz will spread word through a certain cluster, whereas weak tie buzz spreads the word from one cluster to another. In other words, people with whom you have strong ties, likely run into the same people and go to the same places you go. People with whom you have weak ties see people in different groups and go to different places than you go.

Lawyers and law firms need to consider the possibility and even likelihood they will be recommended to potential clients based on the strength of weak ties. Every lawyer I know who has gotten on Facebook or LinkedIn has found weak ties he or she had not heard from in many years. Those who have gotten on Twitter have likely connected with people they have never met personally.

Two blog posts worth reading that explain how social media can expand and leverage weak ties are The Strength of Weak Ties: Why Twitter Matters in Scholarly Communication and Facebook and the Strength of Weak Ties.

If a law firm or lawyer creates content that their weak ties find really helpful and insightful, those weak ties are likely to pass it on to others. For example if a lawyer tweeted about an article or blog post she had written and those following her on Twitter found it valuable, they will likely retweet it to the people following them.

Social media provides a really great opportunity for savvy law firms and lawyers who take the time and make the effort to figure out what is happening that will impact potential clients and create helpful content that can be easily spread. If you are a managing partner or a department head, have you thought about the value in creating a social media strategy and marketing plan? If you get there before your competitors, your message will be spread first.

Questions Your First Year Associates Need Answered

It is orientation season, at least it is for those firms that did not push back the start date for their new first year lawyers. I will be speaking to a group of first year associates on Monday. I will focus on the importance of taking responsibility for their careers, developing a plan with written goals and using time wisely. 

I know that many first year associates, especially those who have never had a "real" job before, show up for work unprepared for the "real" world and they do not leave orientation prepared to deal with questions that arise later. I have put together a list of questions that may arise. I don't know if orientation is the time to deal with these, but I do know they will come up at some point. Your firm should be prepared to answer them.

  1. What do you do when you are working for the firm bully who abuses associates and staff by yelling and using foul language?
  2. What do you do when you are assigned to the "big case" to do only document review and you have no other work?
  3. What do you do when you do not understand your assignment?
  4. What do you do when you don't know the answer?
  5. What do you when you make a mistake and make the partner you are working for upset?
  6. What do you do when you have too much work and another partner wants you to do an assignment for them?
  7. What do you do when you are short of work and others in your practice group are busy?
  8. What do you do when you have a personal commitment you really need to tend to that will prevent you from timely finishing an assignment?
  9. What do you do when you are getting no feedback on your work?
  10. What do you do when you go home exhausted every day from sitting in front of the computer and working all day?
  11. What do you do if you are not getting secretarial support or help from a legal assistant because their allegiance is to a more senior attorney?
  12. What do you do when you are asked to attend an important recruiting event and you have a brief a partner expects to receive the next morning?
     

Focusing on What Will Make You an Overnight Success

I like the ebook by Chris Guillebeau called “279 Days to Overnight Success.”

While it is focused on writers, there is a great deal in it for lawyers. Chris describes his “World Domination Strategy” and lists six components in his strategy. The five listed below apply to lawyers.

  1. Create a Compelling Story and Be Remarkable
  2. Clearly Answer the “Reason Why”
  3. Prioritize Writing and Marketing Over Everything Else
  4. Be Bigger than I Really Am
  5. Build Long-Lasting Relationships

As lawyers your compelling story should focus on your clients. Think about what you are doing to help your clients achieve their goals or get over the hurdles that confront them.

If a potential client doesn’t know you, why should the client care about what you have to say? When you are writing or speaking always ask yourself, what is in this for the reader or audience.  Clearly you cannot prioritize writing and marketing over doing work for clients. But you can have a plan for your non-billable time and make time for writing and marketing. You can also find ways to hold yourself accountable.

I have always liked the phrase: “Think Big and Act Small.” For me thinking big means you can become more successful than you ever dreamed. Set goals that stretch you. Acting small means you are not on a crash diet. Make client development a lifestyle change.

Client development for lawyers is about relationships. Focus on the clients for whom you are working and making sure you are building long lasting relationships with them.

Lawyer Marketing: Good Habits Begin With a Plan

Mitch Ackal is a Houston based lawyer I am coaching. He played baseball on the 1999 College World Series Rice team.

This week I am begin coaching a group of eight associates. I asked Mitch to share his thoughts on how to get the most from the coaching program. I am passing Mitch’s thoughts on to you because you can use his ideas, especially the importance of developing a business plan that will work for you.

My advice on getting the most out of Cordell’s program is to be patient and persistent. I am a 5th year litigation associate. When I first started the program,         I had an unrealistic expectation Cordell was going to give me a bag of pixy dust to sprinkle around town, and the next day I would be generating a million in business and praised by the partners as the second coming of Clarence Darrow. Unfortunately, it does not work that way.

My take on Cordell’s program is he wants us to develop the right habits that will eventually turn us into productive rainmakers. Those habits might not yield an immediate result, but they will lay the groundwork for the future.

I think the key to developing the correct habits is to prepare a good business plan that suits your strengths and weaknesses. The individual coaching sessions with Cordell; group meetings; quarterly meetings; and working as a team are some of the tools you will use to develop your plan of attack. And of course, once you develop your business plan, follow through with it.

I am currently in the 7th month of the program, and my challenge so far has been developing a comprehensive business plan that suits my personality, strengths, and weaknesses. Remember, there is more than one way to skin a cat. It may be your thing to write and speak. Some may love to blog. For others, developing relationships may be your strength. Or all of the above may work for you. The point is . . . find something you love doing and exploit it.

As a young lawyer, figuring out my plan has been the point of the program. In fact, during my last coaching call, I enthusiastically told Cordell I was almost done with my business plan. Getting to that point has been a fun struggle. For example, I had never given a speech before I started the program. I have since found two speaking opportunities and have determined it is something I really like to do. Therefore, writing and speaking a few times a year is now part of my plan.

Along the way, you will learn a lot from Cordell, but you will also learn a lot and get great ideas from your peers. One of the young lawyers in my firm’s program was born in Iran and immigrated to the United States when she was 9. She is keenly interested in the recent news coming out of Iran. She has contacted our firm’s public relations consultants, and the next time a big story breaks out of Iran, she is going give some interviews to local and national media outlets. The PR consultants told her the news media has been clamoring to find someone to give a few sound bites or quotes. She clearly fits the bill. A great idea and a great way to get her name out in Houston’s growing Iranian community.

Sorry for the long email. Good luck, and I hope you enjoy the program as much as our group has.
 

Law Firm Leaders and Marketing Directors: Is Your Firm on Twitter?

Is your law firm on Twitter? You likely think that none of the CEOs or GCs of your clients are on Twitter, so why should you be. I also questioned the value of Twitter in a blog I posted in June.

The reason your firm should be on Twitter is simple: It takes very little time or expense to get content created by your lawyers out to people who might actually value receiving it. If you are doing email blast alerts and sending email notifications of firm programs and presentations, consider using Twitter as a tool.

If you are a  law firm leader or marketing director, consider using Twitter to provide links to the following:

• Client Alerts
• Articles written by your lawyers
• Blog posts by lawyers
• Firm or individual lawyer podcasts
• Invitations to programs and CLEs
• Content from programs
• Links to recordings of Webinars
• Lawyer successes
• Firm announcements
• Firm community and civic activities

If you think about it, you can likely come up with links I have missed.

If I convince you to put your firm on Twitter, what should you do next? First, develop a plan to get your clients, potential clients, influencers and referral sources to follow you on Twitter. I recommend your plan include a link to Twitter on your firm webpage and on each firm blog site. Next, I would let clients and referral sources know you are on Twitter and the kind of content you plan to post. I would also give them easy to follow instructions on how to get on Twitter and follow your firm. I would also notify national and state industry association executives for each industry your firm’s clients engage (e.g. construction, healthcare, franchise, hospitality, financial). Finally, if your younger lawyers are game, have them notify their friends on Facebook and other social networking sites that your firm is on Twitter.

Final thought: Do not use Twitter as a tool to “sell” your firm. Instead, use it as a tool to provide valuable information to clients and friends who will see the value of what you are giving them.

If you want to follow me on Twitter.
 

Short Marketing Tip: Earn Trust by Focusing

Seth Godin recently posted a blog titled: “The Law of the Little Shovel.” It is short and well worth reading. He begins by saying: “If you want to dig a big hole, you need to stay in one place,” meaning it is important to focus on one group, or one event to earn trust.

What are the main points for lawyers?

  1. If you are marketing to everyone, you are marketing to no one. Identify your target market and become visible and credible to that market.
  2. Focus attention on existing clients before going after new ones.

Want to Persuade: Ask for a Favor

Have you ever persuaded someone by asking a favor? I am not suggesting asking for business, but there are other favors you can ask that will be very helpful.

In a fall issue of Selling Power magazine, there was an article “The Persuasion Principle: How to Use Robert Cialdini’s Scientific Research to Close More Sales.” The article was based in part on the findings in Cialdini’s book: Yes!: 50 Scientifically Proven Ways to Be Persuasive.”

There was a short sidebar section with the following: “Want to improve your relationship with anybody, anywhere? The key is simple-ask a favor.” Cialdini says it may seem counterintuitive, but research shows that the fastest way to get clients to like you is not to help them…but rather to ask them to help you. I have actually used this approach several times. Here are a few examples:

  • Asking clients and potential clients for their thoughts on what should be in our client service policy.
  • Asking clients to come to a quarterly all associate lunch to discuss what clients are looking for in their lawyers.
  • Asking clients to come to our practice group retreat (we paid travel expenses) to share with our group their ideas on how we could better serve them.
  • Asking clients and potential clients for their ideas on topics for articles and presentations.
  • What favors are you asking your clients, potential clients and friends?

What favors are you asking your clients, potential clients and friends?

What Have You Learned and How Is It Working for You?

What have you learned from reading my blog posts? More importantly, what are you doing differently and how is it working for you?

I frequently receive emails from lawyers I coach sharing what they are doing differently and how it is working for them. If you want to contribute, drop me a note.

Here is an email from Jonathan Hyman sharing what he is doing differently:

In the year before I began the coaching program I originated a decent book of business for a lawyer my age. During the year I was involved in the program that number increased almost three fold. There is no way to quantify how much of that increase came from the coaching program. The only thing I can say is that I am doing things differently than before and good things are happening.

While I learned a great deal from the program, the following three philosophies stick out the most:

(1)  How to view the world from the client's perspective, or as Cordell might say, to listen and hear the "voice of the client." I learned to listen before speaking, and learned to direct my thoughts and comments to what I had heard. Once I bought into this fundamental notion, I approached client development from a new perspective.

(2)  The importance of personal relationships. My favorite Cordell Maxim is to "make your friends your clients and your clients your friends." I enjoy building relationships. Cordell helped me become aware that that if I develop trust and rapport without "selling,” I will have a greater chance to be successful.

(3)  Provide value to the client or perspective client in ways that don't involve billing your time. Send articles, share resources and demonstrate a genuine concern for your clients and their business.

I hope you have also learned these three main points and that you are implementing them successfully.

Take a Clue from Padraig Harrington: Pick Yourself Up and Try Again

For those of you who do not like golf, I hope you will bear with me as I write about another golfer. I choose golf because to use a famous quote: “Golf does not build character, it reveals character.” Practicing law reveals the character of lawyers, so we all can learn from those whose character is revealed internationally in front of millions.

When this is posted, Nancy and I will be on our way home from a week in Ireland. On Sunday, we played golf and spent time talking to two Irish couples who finished after us. Our discussion focused on Padraig Harrington. I could tell he is a national hero.

After golf, we went to a busy pub at our hotel. We watched a semi-final match in the Ireland Hurling championship. A few hours later, we returned to the pub to dine and watch the PGA tournament. During the first seven holes, the attention of every patron was focused on Padraig Harrington. I could tell his countrymen love him. Needless to say the patrons were silent and then gasped when they watched Padraig go in the water twice on the 8th hole. I could sense their extreme disappointment after he posted an 8 on the par 3 hole.

The American golfers frequently say they feel more pressure playing in the Ryder Cup because they are representing their country, not just themselves. Padraig Harrington must feel that added pressure every tournament.

There is no way I can capture the feelings the Irish have for Padraig as well as Irish Times writer Roddy L’estrange. In his column, a character at a pub named Vinny Fitzpatrick defends Padraig to his friends who lost money betting on him, telling them:

Put yourself in Harrington’s position. He knows he’s blown his chance of winning, but there are no tantrums…no loss of self-esteem. He comes across the same way when he’s on top of his game, as a gent. He acknowledges the crowd, doffs his cap, and smiles. Now, that’s easy when you’ve made eagle or birdie, not so easy when you’ve just had a snowman at a par three.

What can you learn from all of this? I doubt you will ever suffer public humiliation before a worldwide TV audience of millions, but in your long career as a lawyer you will make mistakes, and the lawyers and staff who work for you will also make mistakes. How you rebound from your mistakes and how you treat those who work for you when they make mistakes will reveal your character.

In those really tough times, think about Padraig and bear your setbacks with fortitude and dignity and focus on how the experience will ultimately make you a better lawyer.
 

Client Development: Start with Something Small

I think that many young lawyers find client development daunting. In January I gave a presentation to new partners at a firm who at the end were likely overwhelmed. Their firm had given me two hours to give an overview. By the end I am sure many in the audience wondered where to start.

Are you in that same position? If so, do what star athletes do - train by learning one thing at a time and begin by taking small steps so you feel you have accomplished something. One thing I suggest to lawyers I am coaching after our first session is to go back and look at their plan and look at their goals. Is there anything we discussed that has changed their thinking? Then I suggest that they do something, no matter how small to get started. It might be as simple as calling someone and asking them to lunch, sending an article with a handwritten note, or setting up Google Alerts for their clients.

Don’t feel like client development is climbing Mt. Everest. Take just one small step and get started.

Ask Your Clients: What Would You Do. . . ?

My current Kindle reading on airplanes is “Groundswell: Winning in a World Transformed by Social Technologies” by Charlene Li and Josh Bernoff. I found an interesting idea in the book. Early in 2007, Crédit Mutuel, a French bank, began an ad campaign directing viewers to a website titled: “If I were a banker.” The authors describe that the website has a French voice who says: “If I were a banker, I would give my customers a say in things and together we would build the bank of tomorrow.” From there the visitor can either enter a suggestion or see what others have suggested.

Crédit Mutuel received tens of thousands suggestions. Some were useless. Many were very helpful and creative. As the authors note, instead of saying: “Tell us what to do,” they said: “What would you do if you were us.” There is a subtle, but important difference. Because the bank is encouraging the customers to develop empathy for the bank, even momentarily, Crédit Mutuel gets much more realistic suggestions.

So here is my question: Can you and your law firm create the same dialogue with your clients? If so, how would you do it? I suspect you won’t be putting the “If I were a lawyer/law firm" question on your website. But, you might simply ask your clients, “If you were our law firm:

  • what would you do to add value?”
  • what would you do to be more responsive?’
  • how would you improve client service?”
  • how would you train your lawyers?”
  • what improvements would you make in billing?”
  • how would you improve communication with clients?”
  • what topics would you offer in webinars at no charge?”
  • what would you ask your clients?"

 

What Lawyers Should Learn from The Health Care Debate

I am sure you have you been inundated with news about the healthcare debate. If you turn on your television or radio or pick up a newspaper or magazine it would be hard to miss reporting of what is in the various House bills, questions on how the efforts will affect senior citizens and the now very interesting town hall meetings.

I believe lawyers can learn from the healthcare debate. In his book “All Marketers Are Liars,” Seth Godin states: “Most marketing fails.” He then explains that marketing that works goes through five steps. “Step 1: Their Worldview and Frames Got There Before You Did.”

In his discussion of worldview, Godin says: “Their worldview is the lens they use to determine whether or not they’re going to believe a story.” He also states: “a frame…is a way you hang a story on a consumer’s existing worldview.” Finally in that section, Godin says: “Don’t try to change someone’s worldview is a strategy smart marketers follow.”

The world view of healthcare held by most Americans is shaping the debate. A few weeks ago it seemed that some politicians were trying to change that worldview. That approach was not working because a very high percentage of Americans appreciate their doctors and are generally satisfied with their healthcare. Very few, if any, Americans believe their doctors make decisions based on how much they will be paid. In addition, most senior citizens do not want their chances to receive healthcare diminished because of their age.

In response to these concerns in the last week or so politicians have quit calling their proposal “health care reform” and are now calling it “health insurance reform.” This is an attempt to persuade based on what they perceive to be the worldview. The media has picked up on the subtle word change.

Your clients have their own worldview, including their view of lawyers. Their worldview impacts the way they interpret what you say and do. As you can tell from the healthcare debate, you are not likely to change the worldview of your clients.

Your clients will also be able to tell if you are trying to manipulate them. Your goal should be to sincerely get to know your clients so well that you are able to figure out their worldview and figure out how they will interpret what you say and do. This exercise will help you figure out ways to become more valuable for your clients.
 

Motivation: How to Become Passionate About Client Development

Last week I posted a blog about Jodi McDougall who shared with me that she is “majorly in the zone.” I mentioned that one reason I thought she was in the zone was because she is intrinsically motivated more than extrinsically motivated.

After posting the blog, I have been reading more materials on motivation. I read a blog post and article in Success Magazine by Shawn Phillips. Shawn included a comparison of Training vs. Exercise that I found helpful in his article titled: “Stop Exercising: Why You Should Train Instead.” 

                                        

He noted that athletes do not go to exercise camp, they go to training camp where they are focused on achieving specific results, fueling an intense drive and motivation.

Aren’t the differences between those who are successful with marketing and client development much the same? The lawyers I coach who are most successful are intrinsically motivated. They are clearly training, not exercising. They are highly motivated, focused and in the zone. They are not making client development efforts in response to a need and they are not bored by their efforts.

I really like what Shawn Phillips said at the end of his blog post. I want to paraphrase, what he said, changing his references from training to client development:

If you’re committed to growing beyond the carrot and stick to a truly sustainable form of motivation then you must learn to fall in love with client development and marketing itself and not just the results. Patience, commitment and persistence are all essential ingredients; however, ultimately you must aim for joy and you’ll discover, in the least expected of moments, Mastery.

As you discover how to love becoming more valuable to your clients, leading you to the goals that matter most, you will transform discipline into freedom, struggle into grace, and willpower into passion.

The Debate Raging Over "Free"

Recently I blogged about guides I created and how they helped me get business. There is a big debate going on about Chris Anderson’s new book, “Free: The Future of a Radical Price.” I haven’t read the book yet, but I found his book “The Long Tail” interesting and I blogged about one of his main points.

After Anderson wrote “Free,” Malcolm Gladwell wrote a review in the New Yorker criticizing the book. Then, Seth Godin blogged: “Malcolm is Wrong.” Godin suggests that "free" is a way to get attention in a crowded market at the beginning and that in a digital economy with many players and low barriers of entry, cost will go down. Godin also distinguishes between commodities and what people are willing to pay for. “People will pay for content if it is so unique they can't get it anywhere else, so fast they benefit from getting it before anyone else, or so related to their tribe that paying for it brings them closer to other people. We'll always be willing to pay for souvenirs of news, as well, things to go on a shelf or badges of honor to share.”

What does all this mean for lawyers? As I pointed out in my Blog post, even before the digital economy, I got new clients by identifying their problems, offering a solution and giving it away. I did a monthly column for a trade publication, I spoke at industry meetings and I created guides and gave them away. My approach was to give things away to demonstrate I was the "go to" lawyer for my narrow market of transportation construction contractors. It worked for me and I believe it still works for lawyers.

Another blogger noted that two major law firms had put forms on their website that could be downloaded by clients or anyone else for free. So law firns are catching on.  

I hope you take the opportunity to read Malcolm Gladwell’s book review and Seth Godin’s reply. After reading the debate over free, think about if and how the concept of free applies to your own practice.

Is any of the legal work you are doing commodity work that any lawyer can do, or a client can do with a form from Legal Zoom? If so, you will continually face increased hourly rate pressure. On the other hand, you can give away solutions to problems to demonstrate your knowledge is unique and your clients benefit from your knowledge before their competitors.

Building a Successful Law Practice: Mentoring Suggestions for Young Lawyers

Are you a young lawyer looking for a mentor? If you go on my website you will see that I have written a great deal about mentoring. In my book “Prepare to Win” I wrote a chapter titled: “The Importance of Role Models and Mentoring.” I have written extensively on mentoring because I feel I owe a great deal to the mentors I had in my career beginning with my father. I also enjoy helping young lawyers

I frequently receive email questions about mentoring from lawyers and professional development professionals. Here is an example of an email with questions about mentoring:

"Cordell, I recently thought about your article where a partner mentored you early in your career and how this partner met with you early in the morning to teach you about the practice of law. What advice do you offer to today's young attorneys about forging similar relationships? How can a young attorney turn a grumpy old partner, who is only concerned about his billable hours, into a mentor?"

Those are great questions. My first thought was: "Gosh, I hope none of the associates who worked for me thought of me as a grumpy old partner." My second thought was that the older the partner, the more likely he or she will be to take the time to listen and provide advice. The greater challenge is getting a grumpy young partner to take time away from billable hours.

I am not sure a young attorney can ever turn a partner who is only concerned about billable hours, into a mentor. Here are my suggestions for young lawyers:

  • Find the right partner. Lawyers in your firm who are good mentors are likely well known throughout the firm.
  • Find the right time to spend time with the mentor. As explained above, I met with my first mentor (we never used that term) the first thing in the morning over coffee. I learned early on that he spent some time early getting ready for his day and he was open to meeting with me then.
  • Convey that you want to learn and become the best attorney you can be. Experienced lawyers admire young lawyers striving to learn and be the best they can be.
  • Ask good questions. Experienced lawyers generally like to tell younger lawyers about their experiences. When I met with the young partner who took me under his wing, I frequently began the discussion with: "Have you ever…?"
  • Actively listen to your mentor.
  • After the mentor offers his or her ideas, don’t say: “Yes, but…” or “My problem is…” Any time a lawyer said that to me, I decided he really wasn’t seeking my help. Instead he just wanted to complain.
  • Come up with your own action plans after a mentoring session.
  • Pass it on. Find a new lawyer in your firm and offer to be his or her mentor.

Speaking of mentoring, I have a new e-book “Strategy for Your Career and Your Life” downloadable from my webpage. In it I discuss my own strategy and strategies used by other lawyers. I also include a workbook for you to use to develop your own strategy. If you think the book is helpful pass the link on to your friends and colleagues.

10 Reasons Why Your Client Development Efforts May Not Be Working

Over my career practicing law and now working with lawyers I have observed many lawyers who wonder why they have not been more successful building a book of business. Here are 10 potential reasons:

  1. You just do good work. You bought into the notion that all you have to do is good work, get a Martindale AV rating, get to know lots of people and wait for the phone to ring.
  2. You have no plan. You have no plan so you waste time on random lunches or on activities that will not bring in business.
  3. You fail to execute. You use the excuse that you are too busy with billable work. Successful busy lawyers make time for client development.
  4. You try to sell. You use the same selling techniques that have not worked when financial advisors or insurance salesmen have tried to sell you.
  5. You are not focused. You spend as much time on things that don’t matter as things that will result in attracting and retaining valuable clients.
  6. You do not focus on clients. You are focused on what you do rather than on understanding your clients’ industry, company and client representative needs.
  7. You are not visible. You are not writing, speaking, active in the bar or community. So, even though you are a great lawyer, very few people know who you are.
  8. You stay in your comfort zone. You are too content with where you are and what you are doing rather than striving to get better and get comfortable outside your comfort zone.
  9. You are not a team player. You work by yourself while other firms have a team working to serve the client.
  10. You are not providing extraordinary service. You are doing good work, but your client is not satisfied with the level of service you are providing. You have not taken time to figure out what your client values.

 

Here is Your Chance: The Economy Has Redefined "Best in the World"

In August 2007, I posted a blog titled: “Being Best in the World is Seriously Underrated.”

It is Seth Godin’s opening line from his book: "The Dip." He talked about it in this video. He says the only way to win is to be talked about. People do not talk about average companies or average law firms.

 

I mentioned in the blog post that being the best is in the eyes of clients and potential clients. They define what best means. For most legal work, “best” does not mean literally the best. It means “best” at the time, “best” value, “best” for the particular matter.

The current economy has redefined “best” and has created an opportunity for small and midsized law firms to work for large national and international clients. Earlier this month, the Wall Street Journal published an article titled: “Midsize Law Firms Pick Up Clients as Companies Turn From Pricey Giants.”

The writer cited a BTI Consulting Group survey of 550 large companies that found that 38% of the law firms they hired last year came from below the nation's top 200 in terms of revenue, which generally means small and midsize firms. That was up from 25% in 2007.

If your firm is not one of those pricey ones, what are you doing to become visible to the large companies that are looking for more value for their money? Do you know who the influencers are for those large companies? Do you know what they read?

You won’t be very successful by trying to sell those clients. Everyone is trying to sell them so they will not believe what you say. You will be more successful by showing them. Suppose a General Counsel of a large company came to your law firm website. What do you suppose she would be looking for? Do you suppose she would find it on your website, or is your website just like every other law firm’s site?
 

Lessons in Life from Tom Watson and Stewart Cink: Part II

Stewart Cink will always be known as the golfer who defeated Watson. He has a life lesson for us also. 

 

Dave Walton, a lawyer I coach, sent me this email that I thought explained many things I have been trying to teach. So, I wanted to share it with you and offer a way to implement the thought.

I read something last night I thought you would like and appreciate. Before Stewart Cink's victory last week, his golf coach told him: "Don't confuse your goals with the reward." It means that the goal is not victory that is the reward. Goals are based on a one shot at a time approach: take the right approach on each shot; make each shot count; visualize each shot; be consistent on each shot; use the right swing thoughts, etc. Applied to what we do, this means that the goal is not to have a $2M book or to have financial security. Those are the rewards. Our goals are the small steps we need to accomplish everyday in order to get the consistent $2M book. It's akin to a saying: Think big, but focus small.

I hope you are well. And thanks for all your help.

I have used this idea in my own planning and goal setting. Each year I set a goal for the amount of business I wanted to bring in. That was the reward. But, I did not stop there. After setting the goal, I made a list of all the activities I wanted to do that I hoped would lead me to my reward.

I hope this approach will enable you to achieve the reward you find meaningful and valuable
 

Life Lessons from Tom Watson and Stewart Cink: Part I

Golf in so many ways teaches us lessons we can use in our life. For the next two days I want to share with you lessons you can learn from Tom Watson and Stewart Cink. Today, I will share my thoughts about Watson and tomorrow I will share my thoughts about Cink.

Even if you are not a golfer or golf fan, and even if you do not like sports, you have to admire 59-year-old Tom Watson and his incredible effort to win The Open last weekend in Scotland. They do not write fiction as good as this story. As Tom Watson said: "It would have been a heck of a story.

"

This morning I read William McKenzie’s piece in the Dallas Morning News: “Tom Watson Teaches Us About Life.”

McKenzie notes that Tom Watson taught us “Don’t give up. Ever. Watson showed: “If you keep after it, perfect your trade and follow your call, you can still have an impact.”

Mckenzie’s second point is “Life disappoints. Get used to it.” Watson was one putt away from history and then life intervened-he missed the putt. McKenzie says: “Try as we might, we can’t always get what we want, yet we figure out how to go on. It may take time, but we persevere, which is one of life’s grandest triumphs.” Wow, what a lesson for us.

Mckenzie’s third point is “Golf is about more than the ball and clubs.” He says: “More than most sports golf is about an individual battling himself and his surroundings.” He also states: “Nature teaches you humility in a personal way. There are no teammates to blame, no coaches to curse, no referees to hound. There's just you against your mind and the elements. It takes a lot to beat both."

So, what can you learn from Tom Watson? First, you are responsible for your career success and life fulfillment. You can’t blame your firm, your boss, the economy or colleagues. It’s really up to you. Second, along the way to success, you are going to stumble. I have stumbled many times in my career. You will stumble also. You will also be disappointed by events or by other lawyers or friends. The real measure of your success is not what you do when things are going well, but rather what you do when you are most disappointed. Will you persevere and look forward or be stuck in your disappointment? What you do in those moments will have the greatest impact on your career and life.
 

Marketing Tip: Learn About Your Client's Business

Joice Bass is a Las Vegas lawyer I coached. One of her niche markets is the wine industry. She shared with me a relationship building activity she did that was challenging, rewarding and fun.

In follow up to our recent coaching call, I wanted to share with you a few "relationship development" things that I've done recently that were a lot of fun.

One of my larger clients is a national wine/spirits distributor. In the course of working on a case for this client, I've gotten to know some management level employees pretty well, including the head Master Sommelier.

Recently, my client held an in-house introductory course for the Master Sommelier program for its employees, free of charge. Normally, these 2-day classes cost in excess of $500 and getting in is usually quite difficult. By expressing my interest in learning more about my client’s business, my general interest in wines, and my particular interest in the course, I was able to "swing" an invitation to attend the client's class.

It was an impressive two days! Several heads of the Court of Master Sommeliers taught portions of the class in conjunction with the client's three in-house Master Sommes. We tasted wines from all over the world, learning how to appreciate the differences among each variety, and we covered more geography than I've been exposed to since high school! At the end of the program, there was an exam (which I passed, thank goodness), and I received a certificate and a pin designating my membership into the Court. 

It was an awesome and worthwhile experience, albeit hard work. I definitely believe that the client was impressed with the level of my interest; they understood that it was non-billable time, that I was taking timeout of my own schedule and that I really was doing all the related "homework." I feel like my relationship with this client has reached another level now. 

To thank the Master Somme who invited me to the class, I picked up a gift certificate for him to Aureole, a Las Vegas restaurant with one of the best wine cellars in town. I have no doubt that he appreciated that. And while I was at the client's facility during those two days, I also picked up a baby girl t-shirt from the Mama Mia show to give to another executive who recently had a baby girl named Mia, which is also my daughter's name. I also dropped off a CD version of "meditations for busy people" for another manager, who had recently been in the hospital for stress-induced high blood pressure. We chatted about different ways to reduce stress after he got out.

I received very nice feedback for all three gifts. Most importantly, participating in the course and doing these small things made me feel really good about my relationship with this client (which is a hard feeling to come by when you're a litigator and litigation isn't really considered a value-added business activity!).

I think Joice has made a deeper connection with her client. Just consider the value of spending two days learning about wine from your client who is a national distributor. Is there something like this you can do with your client?

Top 10 Reasons You Should NOT Be Blogging

Each month more lawyers are blogging. Just last month social media expert, Kevin O’Keefe posted: “State of the AmLaw 200 Blogosphere, June 2009.” The list of the firms and the number of Blogs was impressive. As of June 2009 41% of the AmLaw 200 firms are blogging.

Several Bloggers included in Kevin’s list are lawyers I am coaching. I encourage lawyers I coach to blog so they can learn about what is important to their clients and raise their visibility and credibility. I posted a blog in April on why lawyers should be blogging and included a short video clip of Seth Godin and Tom Peters.

Yet, blogging is not for every lawyer. I believe there are reasons a lawyer should not be blogging. Here is my Top 10:

  1. Your firm is in the dark ages and does not approve of blogging.
  2. Your practice is not focused.
  3. You do not want to build relationships and do not need to raise your visibility and credibility within your target market.
  4. You can’t think of anyone who would be interested in what you have to say.
  5. You do not want to take the time to listen before writing and keep up with what is going on in your clients’ world, so you will have something relevant to say.
  6. You hate technology and do not want to learn.
  7. You are incapable of writing concisely.
  8. You cannot identify what you want the readers to take away from your blog.
  9. Your competitors are already providing outstanding content and you can’t do any better.
  10. You cannot make the commitment to post at least once, and better twice, a week.
     

How to Produce More Revenue with Client Development Training and Coaching

A friend sent me a July 6 article from Law 360 titled: “Firms Hesitant to Invest in Business Development.” The essence of the article was that business development training/coaching must produce real bottom line results for firms to want to engage an outside consultant. Producing more revenue is the primary reason for a firm to engage in client development training and coaching. The unanswered question is how can client development training and coaching produce more revenue. Here’s how:

One-shot business development training will not produce more revenue because it will not change the actions lawyers should take to produce revenue. Business development training should be combined with individual and group coaching. Your firm can either hire an outside consultant, or create your own internal program. Either way, to produce more revenue the firm, the lawyers and the coach must make commitments and keep them.

The Law Firm Commitments:

  1. Select lawyers who have the inner drive to be more successful. Your lawyers who need coaching the least, will put the most into it and get the most out of it.
  2. Leadership commitment and involvement. When your firm leaders are champions for the program, there is greater energy and a buzz around the firm.
  3. Aligned and active involvement of professional development and marketing professionals. Client development training has both a training component and a marketing component. Your professionals from both groups have a role to play.
  4. Sharing unique firm strategies and issues with the coach. Each firm is different. For an outside coach to be successful he or she needs to understand your firm’s goals, strategy and culture.
  5. Funding the program. Shows you are investing in your lawyers.

The Lawyer Participant Commitments:

  1. Active involvement in the group and individual coaching activities.
  2. Open mind to change.
  3. Create a business development plan with goals.
  4. Willingness to be held accountable.
  5. Preparation for coaching sessions.
  6. Monitoring client development activities.
  7. Sharing best practices and successes with the group.
  8. Identifying challenges and working to overcome them.
  9. Commitment to spend around 20 non-billable hours a month on client development activities.

The Coach/Consultant Commitments:

  1. Helping participants with planning and goal setting.
  2. Pushing each member and the group to attain group and individual goals.
  3. Role playing and experiential learning.
  4. Ideas for client development.
  5. Teaching and applying client development techniques.
  6. Referral to source materials on career and client development.
  7. Team coaching.
  8. Creating opportunities for teambuilding.
  9. Providing candid feedback and suggestions.
  10. Making firm leadership aware if any participant is not meeting his or her commitments.

I know from my experience leading a program in my old firm and now working with lawyers and law firms that if your firm, your lawyers and your internal or outside coach/consultant makes and keeps the commitments described above, the firm will generate a return on investment that is a multiple of the program cost.
 

Success Tip: Hold Yourself Accountable

Do you want to be more successful with client development? If so, find a way to hold yourself accountable. Here are some suggestions. One lawyer I coach created a scoring system for his 90 days goals. For example, he gives himself 2 points for each meeting with a client outside the office and gives himself 20 points for an article he gets published. Another lawyer I coach keeps a handwritten journal of her activities by date. Several lawyers I coach report monthly to their coaching group, their firm leadership and me.

Several other lawyers share with me their weekly plan and a report of what they did the previous week. Rob and Suzanne, a husband and wife team I coach here in Dallas recently began sharing their weekly plan/report with me. Yesterday Suzanne sent me this email:

Cordell, really like the weekly list idea, it helps keep me on track! Just called my one client for the day and got a new case!

I can’t assure you that holding yourself accountable on a weekly basis will result in a new matter, but I can assure you it will increase your chances because you will be more purposeful and focused.

Recently I asked a group of lawyers: If you were me what would you do to help more lawyers become successful. The majority suggested I create an affordable Internet coaching program.
I have given it thought, but before I do anything I would like your feedback. Here is how I envision an Internet coaching program would work:

  • At the beginning I will send the same coaching questions I send to lawyers I coach in firms. I will use your answers to better understand your practice.
  • I will ask you to tell me about yourself and what you enjoy outside of your law practice.
  • I will help you prepare a business plan.
  • Each month I will send you questions to answer about how you are doing.
  • Each month you will share with me what you have done the previous month, what you plan to do the next month, and 1-3 questions you have for me.
  • You will have access to weekly 5-7 minute video training/coaching sessions.

Please take time to let Joyce know your thoughts on this approach.
 

Career Success and Life Fulfillment: Focus on Big Rocks

There is a basic disconnect between young lawyers and senior lawyers on the concept of "work-life balance." When young lawyers say they want "work-life balance" senior lawyers consider that to be code for working less. Young lawyers who want to work in the big firms paying high salaries must accept that they will be expected to spend a minimum of 2500 hours a year on their career of which at least 2000 hours will need to be billable work.

Are you striving for work-life balance? Put simply, you will never find it and even if you could it would be incredibly boring. I have never sought balance instead I have sought to live my life based on my priorities.

If you want to strive to spend quality time on your priorities, I suggest you read "First Things First" by Stephen Covey, A. Roger Merrill and Rebecca Merrill. It is filled with many suggestions I know will help you, including planning your life around your roles. I particularly enjoy Dr. Covey's story about the "big rocks."

Dr. Covey describes that when he was teaching he pulled out a wide-mouth gallon jar and placed it next to a pile of fist-sized rocks. After filling the jar to the top with rocks, he asked, "Is the jar full?" The students replied, "Yes." He then got some gravel from under the table and added it to the jar. He jiggled the jar until the gravel filled the spaces between the rocks. Again, he asked, "Is the jar full?" This time, the students replied, "Probably not." Dr. Covey then added sand and asked, "Is the jar full?" By then the students had figured it out and replied "No!"

Finally, Dr. Covey filled the jar to the brim with water and asked his students the point of what he had done. One student replied: "you can always fit more things into your life if you really work at it. "No," countered Dr. Covey. "The point is, you have to put the big rocks in first."

Billable work for clients is clearly a big rock. But, there are many other big rocks that must be put in the jar. Your big rocks likely include being a father/mother, husband/wife, son/daughter, being fit, being active in church/community. Your big rocks also include developing your skills and developing relationships with clients. Those are all big rocks and if you plan each week around those priorities, you will find the career success and life fulfillment you are seeking.
 

Take Small Steps for Success

Dave Walton is a successful Pennsylvania lawyer I have coached for a couple of years. He is successful in part because he is self-motivated.

Dave shared his ideas with other lawyers I coach in a webinar that I know you will find valuable. During the webinar, Dave included a slide that said; “Think Big and Act Small.” I like that approach.

I know many lawyers do not know where to start on developing business. It seems daunting and mysterious to them.

Are you in that same position? If so do what elite star athletes do. They train by learning one thing at a time. So, begin by taking small steps so you feel you have accomplished something.

When I first meet with lawyers I am coaching, I suggest that they review and revise their plan and their goals after our coaching session. I ask them to consider whether there is anything we discussed that has changed their thinking? Then I suggest that they do something, no matter how small to get started. It might be as simple as updating their firm website bio, inviting a client or potential client to lunch, sending an article with a handwritten note, or setting up Google Alerts for their clients.

Don’t feel like client development is climbing Mt. Everest. Take just one small step and get started.
 

Marketing Secret: Find Out What Your Clients Value and Give it to Them

This morning I read an interesting piece in my ABA daily newsletter. The title was: “In-House Counsel Vote ‘No Confidence’ in Firms, Shrug Off Talk of New Legal Model.” The writer referenced an Altman Weil study that found: “About 75 percent of CLOs gave law firms low marks when asked how serious law firms are about changing their legal service model to deliver greater value to clients.”

I am not surprised with the survey results. In this economy, clients want more and want to pay less. At the same time, they perceive their law firms are focused on what’s in it for the law firm rather than focused on what’s in it for the client. Many lawyers and law firms are too focused on what they do and not focused enough on what their clients want and need. I laugh about the vision of a law firm web page with the branding slogan: “We Are No Worse Than Other Law Firms.”

So what can you do about this? Begin by focusing on your clients. Ask them to share with you ways you can deliver greater value. Listen to what they say and ask further questions. When you are finished, gather a group of lawyers in your firm and brainstorm ideas on how to deliver greater value to clients. When you come up with a plan, figure out a way to make sure you are delivering greater value and continually ask for feedback from your clients.

One of the most valuable things I did as a practice group leader was to interview our clients for ideas on how we could improve our service. After collecting their ideas, I created our Client Service Goals. If you would like a copy contact Joyce Flo. When we started a new project, or met with a new potential client we gave them the Client Service Goals and asked for their feedback both during and after the project.
 

Marketing Secret: Identify a Problem, Create a Solution and Give it Away

I owe a great deal of the opportunities I had to work with clients to the guides I created when I identified potential client problems. Here are just a few examples of problems I discovered and guides I created and gave away:

  1. In 1982 Congress required for the first time that 10% of the federal highway construction funds be spent with “Disadvantaged Business Enterprises.”
  2. I found contractors were losing claims for additional compensation because they did not comply with contract requirements.
  3. In the early 90s, Alternative Dispute Resolution became popular for handling construction contract disputes.
  4. Later in the 90s, design build and innovative contracting techniques became popular.
  5. Over the last several years, rising costs for oil and lack of availability of cement and steel increased contractor risks.

If I was still practicing law I would have the guides downloadable from my website bio. I may even make them into ebooks. David Meerman Scott is an author I like. He recently posted a blog with 30 tips on how to create an ebook.

Think Creatively About Your Future

When you are young it is sometimes challenging to think about your future. Although I know that Nancy and I were married when this photo was taken, I doubt seriously we were giving a lot of thought to our future.

Many years ago, but after the photo was taken, I read Steven Covey’s book: “The 7 Habits of Highly Effective People.” Habit 2 is to begin with the end in mind. I liked that habit because it encouraged me to quit thinking about just what I was doing today and to start thinking about what I wanted to become.

Using Habit 2, I ask you to think about your future. What do you want your life to look like in five years? How old are your kids? Are you still living in the same house? What does your law practice look like? What kind of work are you doing? Who are your clients? Who is on your team and how are you working together? When you answer those questions, you are able to better envision what you want to do in the last half of 2009 that will help lead you toward the end you have in mind for five years from now.

One of my favorite websites is www.hellomynameisscott.com. Scott is the name tag guy and has many, many articles that are valuable for lawyers. Recently I received an email link to Scott's Blog post which has great questions to ask about your future.

The questions he asks will challenge you to think creatively about your future. Take a look at the list and pick out the ones that you think would be helpful.
 

Time and Energy Conservation

I am convinced that our two most important resources as lawyers are our time and our energy. How well are you using your time and what are you doing to have a high level of energy?

Carl Sandburg, a noted author, once said: “Time is the coin of your life. It is the only coin you have, and only you can determine how well it will be spent. Be careful lest you let other people spend it for you.”

I want you to use your imagination with me. I bet you waste at least 30 minutes a day on things that really do not matter. I know I open and sometimes respond to unimportant emails at least 30 minutes during the day. I also do things I could delegate to others. Finding materials on my desk or in my office causes me to lose time. If you saved 30 minutes a day, that would be 182 ½ hours for a year. Suppose you used that time for client development or your own development, what do you think would happen to your career?

I learned about the importance of energy management by reading The Power of Full Engagement: Managing Energy, Not Time, Is the Key to High Performance and Personal Renewal by Jim Loehr and Tony Schwartz. I urge you to read the book or listen to the CDs. The authors point out the importance of the energy we bring to any task. Interestingly, we have two problems. First we do not have enough energy to meet the demands we are placing on our energy, and second, we do not renew our energy very well. What can we do to change? First, we need to focus on the four aspects our life: physical, emotional, mental and spiritual. Next, we need to change our thinking from the idea that we are running a marathon to the idea that we are running a series of sprints. Balancing stress and recovery is critical to managing our energy.

After reading The Power of Full Engagement and other books that mentioned the four aspects of our lives, I put my life goals into those categories. I am working on the oscillation concept of expending energy in each of these categories and then renewing my energy. You should try the same. If you would like a copy of my lifetime goals so you can think about your own, contact me and I will send you a copy.
 

15 Reasons Your Lawyers DO NOT Need Client Development Training/Coaching

  1. You had a record year last year.
  2. You have more work than your lawyers can do.
  3. You are attracting new business from potential clients you are seeking.
  4. You are expanding relationships with your existing clients and cross-selling additional services.
  5. Your lawyers are happy with their book of business.
  6. Each lawyer in your firm has a business plan and is using his/her time wisely.
  7. Your firm is more focused on reducing overhead costs than increasing revenue.
  8. Each lawyer in your firm has an updated website bio that provides valuable information for potential clients.
  9. Your lawyers anticipate client needs and offer solutions before your competitors and even before your clients know about the need.
  10. Your firm and its lawyers are at the top of the list when a potential client does a Google search for a type of legal work.
  11. Your firm and your lawyers are using the Social Media tools effectively and it is attracting high quality new clients.
  12. Your lawyers are visible and credible to the potential clients the firm is seeking.
  13. Your lawyers are focused on their contacts and know how to make friends firm clients.
  14. Your senior lawyers regularly spend time passing down ideas on client development to more junior lawyers.
  15. Your firm is one of the few whose clients are ecstatic about the level of client service and are telling other potential clients and referral sources.
     

Are You Coachable? Take the Test and Find Out

I find that some lawyers I coach really put a lot into the coaching program and they get a lot out of it. Over time, I have developed coachability factors. Take the test and see if you are coachable on client development. 

Success: Wake Up and Work Hard

Nancy and I played golf yesterday morning. In the afternoon we watched the McDonald’s LPGA Championship. For those of you who are not fans or did not see the final round, Anna Nordqvist, a rookie playing in only her fifth tournament was the unlikely winner. You might enjoy reading The Washington Post report of her victory.

Nordqvist started the final round with a two stroke lead. She built it to as much as a five stroke lead, and then her playing partner Lindsey Wright birdied 8, 9 and 12. Nordqvist bogeyed 13 and the lead was cut to one. The TV announcers said: “Game On.” The remarkable thing was that the young rookie did not wilt under the pressure and she won by four strokes. Wright, who shot a 70, said of Nordqvist: "It was amazing. Under that amount of pressure, not being in that position before and in a major and being a rookie? You can't get any better than that."

If you go on Anna Nordqvist’s website you get a sense of why she is success. Here is the quote on the home page.

"Some people dream of success, while others wake up and work hard for it"

What does it mean to wake up and work hard for it as a lawyer? It means waking up and working each and every day to improve your skills. It means waking up and working hard each and every day to figure out what is going on in the world that may impact your clients. It means waking up and working hard each and every day to add value and exceed your client’s expectations.

Thank you Anna Nordqvist for reminding us all that you are never too young, never too inexperienced to wake up and work hard to be successful.
 

Practical Success

When I was a young lawyer I subscribed to two publications I found very valuable. The first was “Success” magazine and the second was “The Practical Lawyer.” I subscribed to “Success” because I wanted to gain insights from successful people and I subscribed to “The Practical Lawyer” because I wanted practical ideas I could implement to become more successful.

Fast forward to 2009. I am now writing a Practical Success column for “The Practical Lawyer” and I am back subscribing to “Success.” If you want ideas you can actually implement, I urge you to consider subscribing to both publications.

This morning I was reading “Each Success is the Beginning of the Next One,” an article in “Success” by Donald Trump. The subheading of the article is “Confront your fears and achieve more.” I like the Ralph Waldo Emerson quote in the article: “What lies behind us and what lies before us are tiny matters compared to what lies within us.”

Donald Trump ends the article with these questions I believe you would find valuable answering:

  • What lies behind you? (What is your life experience and legal career experience up to this point?)
  • What lies before you? (What are your career and life goals, plans and aspirations?)
  • What lies within you? (Do you have the burning desire to achieve what is important to you?)

 

What Can Law Firms Learn from Amazon, iTunes and Netflix?

We live in a rapidly changing world and businesses, including law firms, must regularly scan the environment (SWOT) to determine how we remain effective in meeting our client's needs. Those that don’t effectively respond to the changing environment find themselves weakened or out of business.

I was thinking about this a while back. My thinking on the subject started when I was reading The Long Tail: Why the Future of Business is Selling Less of More, an article and later a book by Chris Anderson. The “Long Tail” is about the shift from hits to niches. In the book, Anderson discusses an entirely new economic model for media and entertainment industries, and its application to other businesses. Anderson points out that online retailing done by Amazon, iTunes and Netflix have changed forever the economics of selling books, music and rental movies because of the wider selection they can offer and the lower cost structure.

While I was reading the book, I thought about my old law firm. We had around 15,000 clients, which for a firm our size was a long tail. Consultants told us we needed to get rid of many of the less profitable clients and focus our attention on the top 1000 clients that were very profitable. That was before Amazon, iTunes and Netflix became successful. That was also before many of the largest potential clients in the United States failed, were bailed out or went out of business.

So, my thoughts centered on whether the Amazon, iTunes and Netflix model applies to law firms in 2009, and if so, how does it apply? There are still blue chip clients, but I believe the new economic model is already changing how law will be practiced in the future. In the last couple of years, there have been two emerging trends.

The Wall Street Journal Law Blog reports that outsourcing legal work to India is a booming business because experienced Indian lawyers bill between $75 and $100 an hour. The Washington Post reports that the boom in outsourcing legal work to India started because of the “E” discovery rules. Neither article mentions that another economic advantage is no office space is necessary for those lawyers.

The second trend, which also seems based on the Amazon, ITunes and Netflix economic model, is the virtual law firm. Law.com reported that last year 15 lawyers started a virtual law firm called Virtual Law Partners. In May of this year, Law.com reported that virtual law firms are benefiting from the current economy.

Do you see a trend developing for our profession? In the future, relatively large law firms might have offices in major cities with only a receptionist and conference rooms. The vast majority of its lawyers may either work from their homes or in very inexpensive space elsewhere. The firm will outsource commodity work to India. This economic approach will enable the firm to be competitive and profitable doing more work for smaller clients. Is your firm ready for this change?

Super Lawyers Think Optimistically

I saw a fascinating quote in Success Magazine recently: “Superachievers think optimistically and plan purposely.”

Are you optimistic? I hope so because studies show optimists are more likely to succeed. Based on my years of working with lawyers, I think I know one of the reasons why. In your career you will have setbacks, disappointments and dips. Being optimistic will allow you to learn from failures and get through challenging times.

I am reminded of a famous Winston Churchill quote. "The pessimist sees difficulty in every opportunity. The optimist sees opportunity in every difficulty." Are you seeing opportunities?

A couple of years ago, Nancy gave me "Live What You Love: Notes from an Unusual Life" by Bob and Melinda Blanchard. The Blanchard’s describe themselves as serial entrepreneurs, having owned eight businesses. They talk about skeptics and pessimists and suggest that the next time you start to say: "yes, but...” stop yourself and say instead:
"sure, how."

Several lawyers I am coaching have told me that the change from "yes, but" to "sure how" has made a difference for them. It will for you also.

Give it a try.
 

Attorney Marketing: Focus on a Fast Growing Industry

I have shared with you that I like Seth Godin’s quote: “Being the best in the world is seriously under rated.” The world in this case is being seen by your target market as being the best at something they need.

My first target market was commercial businesses, then I narrowed it to the construction industry. A few years later I further narrowed my target market to highway, heavy civil construction contractors. At the time, that was a fast growing industry due to Interstate construction throughout the United States. Narrowing my focus was one of the most important things I ever did.

You might be thinking that focusing on an industry may not work for you. If you are, I urge you to reconsider, because the more narrow your focus, the more likely you can be “best in that world.”

Fortune recently published a list of Fastest Growing Industries.

Which industries are growing fast, but are not over crowded with lawyers seeking to serve those businesses? If you find one with those characteristics and one you would be passionate about representing, you can become the “go to lawyer.”
 

Attorney Marketing: Use Mass Customization

A few years ago Barry J. Gibbons, the former Chairman and CEO of Burger King, spoke at our firm’s partner retreat. He spoke to us on Saturday morning just after a speaker from Fidelity showed us at least 100 PowerPoint slides while explaining our 401K program. Gibbons used no PowerPoint slides, so the focus was on him rather than the screen. He also told vivid stories to make his points stick with the audience. He made them in a way that I could easily remember them.

For example the way he presented innovation was to say that he had always been fascinated by what happened when man for the very, very first time got milk from a cow. Gibbons asked: “Just what was that guy thinking? What kind of mind says to itself: ‘I’m going over there to that beast, and I am gonna pull on those things, and drink what comes out.’” He said that kind of mind changes the world’s diet. When I think of innovators, I think back to that description of an innovator.

After hearing Mr. Gibbons speak, I had to buy his books. I urge lawyers to buy his book: “If you want to make God really laugh, show him your business plan: The 101 Universal Laws of Business.” I think you will find that Mr. Gibbons universal laws apply to law firms and lawyers, but many of us do not realize it.

One of his laws focuses on branding. He suggests that branding has moved away from supply-side (as lawyers what we do) thinking to a demand-led (as lawyers what our clients need) approach. Gibbons says we are moving from an era of mass marketing to an era of mass-customization. He describes this as “an era in which winning companies will know as much about their customers (clients) as they would if they were dating agencies.” That means your law firm’s webpage and your own website bio should be less focused on what you do and more focused on your clients. The idea is to have a potential client look at your webpage and conclude: “That lawyer really understands my issues.”

How much time are you and your firm  spending on what you do compared to how much time you are spending on understanding your clients’ individual and unique needs and figuring out how you can add value? Even clients in the same industry will be unique and have needs differing from other companies in the same industry.

I speak often about the “targeted differentiators.” It is how you differentiate yourself and your services in the eyes of your clients and potential clients. Just suppose one of your targeted differentiators was that you know each of your clients’ industries, their unique and individual needs and you provide value based on those needs far better than any other lawyer or law firm. My guess is that you would have an incredible volume of business.

How to Prepare a Business Plan

In a couple of weeks I will be speaking to lawyers on an ABA Recession Recovery Teleconference Series. My subject will be how to effectively plan for your success.

Client development activities start with a Business Plan. Why should you prepare one? Time is a lawyer’s most important asset and you must use your time wisely. Preparing a business plan will help you prioritize how you spend your time, focus your attention on the important things and execute. With no plan you will find it easy not to do any client development efforts.

I frequently say that many lawyers I know spend more time planning a vacation than they spend planning their careers. What can we learn from My 30th Anniversary Trip to Ireland in 2000?

My wife, Nancy, spent at least 20 hours planning this trip for us. She decided she wanted us to go to Ireland and she knew why. Her family came to the United States from Ireland and she also knew she would enjoy the people, the scenery, the golf courses, the Irish beef cooked by French Chefs and the Irish Pubs serving Irish beer. So, she knew what and why. Then she planned where we would stay, where we would play golf and the itinerary for each day.

I like to say she did a top-down and bottom-up plan. Her top down plan was looking at what she wanted us to do and where she wanted us to go. Her bottom up plan looked at how many days we would spend and what we could do in that number of days. Then she had a plan for each day we were there.

I prepare my business plan the same way and you should also. I start with one major goal. My goal long ago was to become the “go to” lawyer for transportation construction contractors. Why was that important to me? I wanted the recognition of being the “go to” lawyer for contractors. While I always had financial goals and wanted to earn a good living, the money really didn’t drive me. It was simply a way of keeping score. My plan for each year had many, many action items. If did not reach my yearly financial goal, I knew I had come closer than I would have with no goal or if I had set a lower goal.

My bottom up planning began with an estimate of how many non-billable hours I felt I could spend on client development. I usually planned to spend between 240-300 (20-25 a month). Then I outlined what would be the best use of those hours.

I have a short attention span. Knowing that caused me to break my action items down into smaller pieces. Each month I outlined the actions I wanted to accomplish that month and at the end of the month I could track how I had done.

So, what do you want to achieve? Why is achieving it important to you? What is your plan to achieve it?
 

How Young Lawyers Can Take Advantage of the Internet for Client Development

On Monday, I gave a presentation at a partners’ retreat. The focus on my talk was on how client development has changed and is changing in the 21st Century. While the principles of client development have not changed: you have to become visible and credible to your target market, build rapport and trust, get hired, get results and provide extraordinary service, the means of accomplishing the principles are changing every day.

At the beginning of this decade:

  • Getting email was kind of a novel thing and you did not get emails on a portable device
  • None of the articles you had written were downloadable from your website bio
  • You and your target market clients had not done a Google search of you
  • You did not have Google Alerts to keep you up-to-date on what was in the news about your clients and their industry issues
  • You were not looking at news from various sources on an iGoogle page
  • You were not blogging
  • You were not doing podcasts
  • You were not downloading podcasts to your iPod
  • You were not doing internet radio shows
  • You were not doing webinars
  • You were not posting presentations to YouTube
  • You were not on LinkedIn, Facebook or Twitter and you were not a member or leading a group on any of those pages

The Internet levels the playing field in many ways and gives young lawyers opportunities to become visible and credible to their target market like never before. Why? Clients are very busy. They want lawyers to tell them things they did not know and they want it to be timely.

How can you take advantage? By seeing the potential legal minefields or opportunities before other lawyers, and even better before your target market, and then write or speak about it at just the very time your client needs to know about it using the Web opportunities above to distribute it.

Just imagine if you blogged or did a podcast or webinar about something your clients did not know, but needed to know. All of a sudden you can become the “go to” lawyer to that group. And then just suppose that group found what you had written or spoken about so helpful that they sent the link to their friends in their industry. What an opportunity. Are you taking advantage of the Internet?
 

How to Create an Ideavirus

In July of 2000, Seth Godin wrote an article in “Fast Company” titled: “Unleash Your Ideavirus.” In the article Godin says: “Ideas are driving the economy, ideas are making people rich, and most importantly, ideas are changing the world.” He suggests that to win we need to unleash an ideavirus, which I interpret as a high-powered word of mouth marketing. I doubt any of you quarrel with the importance of ideas in the 21st Century and I doubt any of you question the value of having clients and referral sources telling others that you are a great lawyer. But, many of you likely wonder how you can create great ideas and a high-powered ideavirus, word of mouth campaign.

Seth Godin gives some suggested techniques that you can use to identify, launch, and profit from ideas that can be turned into viruses. First, he suggests that you concentrate the message. “You can only win when you dominate and amaze the group you have targeted.”

That means as lawyers you cannot create an ideavirus by marketing to everyone. Depending on your field, you will want to narrow your market either geographically or by industry. The more narrow your market, the more likely you can develop an idea that will resonate with that market and the more likely the idea will spread.

How do you figure out the right idea? Quit thinking about selling yourself or your firm or what you do as a lawyer. Instead, focus on understanding what your clients are thinking and what will potentially impact their business. Think of your most important client. Then think about what is impacting that client. What does that client need to achieve its goals? What are the obstacles that client is trying to overcome? How can you help?

Someone has to be the “go to” lawyer in your field. If you are willing to work hard to become a valuable resource for your clients, potential clients and referral sources, it might as well be you.

Keep in mind. Seth Godin wrote this piece in 2000. It would be an understatement to say the landscape has changed since then. To learn how the changes give more opportunities for young lawyers, read my post on Thursday.
 

Client Service Focus

Nothing is more critical to any law firm’s success than having clients who perceive they are receiving valuable services. Those clients come back, find ways to give other work to the firm and speak highly of the firm when asked by others.

How can that relationship be developed? First, there must be a clear understanding of the client’s needs. Second, the lawyers must ask the right questions, listen beyond the responses, offer effective solutions, and deliver exceptional results. Third, the firm must focus on providing extraordinary service. To do so requires every person in the firm to be focused on service because everyone who comes in contact with the client affects the client’s perception of the firm and their relationship with the firm.

Based on my experiences and what I have read, here is a list of things I believe clients value:

  1. Putting the client’s interest first
  2. Responsiveness
  3. Team players
  4. Lawyers who listen
  5. Innovative thinking and solutions
  6. Anticipation of problems
  7. Stability of representation team
  8. Responding to feedback
  9. Technology proficiency and resulting efficiency
  10. Comprehension of the client’s business goals and challenges, its industry, its reputation within the industry, its products and services, its market share, and its competitors
  11. Availability of mutually beneficial alternative fee arrangements when appropriate
  12. Billing with clarity and accuracy

How well are you doing on each of the items above? Are there others that should be considered?
 

Blogging for Visibility and Credibility

Helen Oscislawski is a health care lawyer I coached from New Jersey. She has a great Blog focusing on privacy in the health care industry. She shared with me how blogging has increased her visibility and credibility in the health care industry. Here is what she said:

One thing I have learned is to share some of my knowledge with the health care sector - for free. Before our firm’s coaching program, I was very reluctant to spend any time writing articles or "giving away" information without billing for it. My rational was that spending time on such efforts would only hurt by bottom-line-billable-hour and, therefore, was a waste. The rainmaking program has encouraged me to think differently about the benefits of building my profile and network of contacts through writing and sharing information with the "public."

One of the steps I took to begin sharing some of my knowledge was to begin a legal Blog, which has allowed me to post information regarding developments, my views, and tips regarding legal issues in connection with the exchange of health information. The Blog has resulted in many tangible benefits. First off, my current contacts, clients and colleagues have given me very positive feedback about the Blog, The Blog has also generated a lot of buzz on the web. As a result of the high volume of hits to my Blog, I receive several inquiries a week by phone or e-mail from random potential clients and other individuals working in the health care sector. Just the other day, I received a call from a consultant who ran across my Blog and called me to see if we could get together for lunch to discuss the possibility of our working together to assist health care clients in the state with their compliance efforts.

These are just a few examples of the invaluable networking opportunities made possible by my taking just a few hours each month to put some of the information I know out there.

Helen has been able to demonstrate her knowledge and expertise through her Blog. In addition she has discovered other ways to add value to her healthcare clients including: HIPAA assessment tools, checklists, policies and procedures, and other compliance documents. Helen is also recognized for creating the New Jersey "State Public Sector Law Review of HIPAA Privacy" and its related "Privacy Crosswalk," which is utilized by providers across the state.

Core Competencies to Sell Legal Services

I am a member of a LinkedIn Group on Sales. Many of the discussions on the group page have little value to lawyers. Some are very valuable.

Yesterday I saw a discussion that began with this question: What are the core competencies for a sales person trying to sell a "concept" like training? We could edit the question: “What are the core competencies for a lawyer selling legal services?”

Several of the comments intrigued me because they apply to selling legal services. Here are a couple of them:

This is semantics but all sales involve selling an idea or a "concept" whether the item is intangible or not… So, one core competency is the ability to understand the buyer's need/desire. Maybe this is empathy but certainly the ability to listen and to probe for meaningful insight. Another is the ability to identify how your service can fulfill that need. Competency here is ability to see connections that are not always obvious. Finally the ability to synthesize need and ability to fulfill need into a cohesive and attractive plan that demonstrates to the buyer that his or her objectives will be met and that these objective will have a meaningful impact on the business or enterprise.

People who sell "training" or widgets eventually fail. Only people that sell value succeed. So the question is, "What competencies does a seller need to possess in order to articulate the value that is derived from the training?" And better yet, "Can the seller link that value to the prospect's context, business or problem and communicate it effectively enough to close the sale?"

The two comments above really apply to selling legal services. You are not selling litigation or transactions. You are providing a solution to a potential client’s problem, facilitating the client taking advantage of an opportunity or helping a client deal with a change they are facing. As expressed above, the core competency is the ability to ask questions and listen, see things your client may be missing, empathize and finally articulate a solution the client finds valuable.
 

How to Focus to Be More Successful

Some time ago I read an article titled: “The Big Secret to Success in Anything You Do.” The secret: the ability to concentrate. In other words, the ability to focus all of your mental powers on one important task until that task is completed, and completed well.

When I was a younger lawyer it was really easy to stay focused on the work I as doing for a client. That was before I had a computer at my desk, received 200 plus emails a day and had a Blackberry to make sure I could stay connected 24/7.

After computers and Blackberries, I remember working at my desk and hearing a buzz from my docked Blackberry signaling the arrival of a new email. I frequently turned my head to the computer screen, read the summary and then frequently read the entire email and responded. Does that sound familiar?

Each of us likely experiences being in the zone occasionally. I certainly experienced it when in court trying a case. The most successful lawyers experience it every day and you should strive to achieve it every day.

How can you experience the lawyer equivalent of being in the zone? I love a quote from Peter Drucker: "What you have to do and the way you have to do it is incredibly simple. Whether you are willing to do it, that's another matter."

How to be focused is relatively simple. First, get your mind focused on your clients. When you put yourself in their world, you will be better able to anticipate your clients’ needs before they have expressed them. You can really differentiate yourself from other lawyers when you are looking ahead in that way.

Second, stay focused on the work you are doing for the client. To be focused on your work, you have to stop doing several things at the same time, like opening emails and responding, or chatting with someone who interrupts you.

If staying focused is a challenge for you, come up with a system that will work for you. It might be only looking at email at certain times during the day. Configuring your computer so that no noise is made when an email comes in. To get more ideas, read the US News and World Report article about David Allen’s book “Getting Things Done” and if you haven’t read the book do so. If you want to learn more about becoming more productive, consider attending our webinar on May 20,2009 at 12 Noon Central Time. Space is limited so contact Joyce right away if you want to participate. 
 

Make Your Own Map

A couple of years ago I gave a presentation to the Texas State Bar Young Lawyers Association (TYLA). The title of the program was “Crossroads, Mapping out the Rest of Your Career.” I liked the title because for me “crossroads” meant a defining moment and “mapping” meant the young lawyers would focus on a destination and the road to get there. I also wrote an article on the same subject for the Texas State Bar Journal.

I began by asking how many in the audience were completely satisfied with where they were in their career. Very few raised their hand. Then I talked about the future and what would be the appropriate map.

For too many of us, the road and the destination would be clear if we would simply take the time to consider our future. So take some time today and figure out if you’re working towards a goal, or being called to it. You might be happily surprised with your answer.
 

10 Questions to Help You Find Your Passion

Several times I have heard Donald Trump say: “The most important thing in life is to love what you’re doing, because that’s the only way you’ll ever be really good at it.” As I was planning to write about it, I did a search and found a Blog post titled: “Donald Trump’s 10 Secrets To Being The Best.” I agree with all 10 of his points.

I find many lawyers have not found their passion. Some know what they don’t like. Others haven’t thought about it. To find your passion you must be able to find what intrinsically motivates you. Over the years I have come up with 10 questions you can ask yourself to better understand your intrinsic motivation.

  1. Your Law Firm is holding your retirement party. Picture yourself there. The speakers will include a client, a lawyer in town with another firm who has been opposite you in some matters, a young lawyer in your firm, your spouse and one of your children. What would each person say about you?
  2. Imagine you are older and your grandchild asks: “What are you most proud of in your life?” What would you say?
  3. What lawyer do you admire the most and why?
  4. What lawyer is living the life you would most want to live and why?
  5. What lawyer is doing the kind of work you would most like to do and what is that work?
  6. You want people in your firm, or clients to believe you are the “go to person” to_________________.
  7. What is the work you enjoy most as a lawyer? Why?
  8. What client(s) do you enjoy the most and why?
  9. Imagine it is five years from now. Describe your day.
  10. Over the next five years, what do you want to do? What do you want to become? What do you want to earn? What do you want to learn?

 

Making Time to Write for Success

When I was a young lawyer, I made time on Saturday and Sunday mornings from 6:00 to 9:00 to write articles for client development. I also worked on client development while I was on airplanes. I did very little client development, or other non-billable activities when I was in the office during the week and when I went home to be with my family.

Jason Cornell is a lawyer I am coaching who has a family and a substantial workload in bankruptcy. In our first coaching session Jason asked me what I thought would give him the greatest return for his investment. I told him Blogging and creating guides for his potential clients. He did both and has gotten great results. Check out Jason’s Blog. His first guide is titled: “Ten Things EveryCommercial Landlord Should Know About a Tenant in Bankruptcy. ” Commercial landlord clients have found the guide very helpful.

When I spoke with him recently he told me that when the coaching program started he was concerned that the program and his client development efforts would interfere with his family life. To his surprise it has not worked out that way, but it has made it necessary to make choices. I asked Jason to share with me how he is doing it. He did and gave me permission to share his thoughts with you.

“Below are some thoughts on balancing out work, personal life and business development.

"In order to make my "hours bonus" this year, the majority of my time in the office is pre-occupied with billable hours. However, about twice a week, I cut my billable hour time short so that I can focus on writing an article or researching topics for an article. Later in the week, I make-up the lost time by working on billable work from home on Sunday evening.

"About three to four nights per week, once the kids are asleep, I research and write on my laptop. Sometimes I do this in the family room while the TV is on. Jen does not seem to mind ... when I am on the laptop, she gets free rein over the remote control. It is actually a win-win. She gets to watch what she wants and control the remote and I write instead of watching television. Other nights, when Jen wants to read, I convince her to read on the sofa in my study while I work on the computer at my desk. This has turned out to be good quality time.

"I have had to give up a lot of my pleasure reading. However, finding an article that relates to a subject I am writing on can be just as interesting. My exercising is limited to running with my kids while they ride their bikes and jumping on the trampoline with the kids when I get home from work. Both wear me out, however, they provide me with more than enough exercise."

Figuring out the best time to work on client development is important. It will be different for each of you. I like how Jason has included his wife in his efforts. I have always felt a great connection when Nancy and I are sitting in a room, each working on something and talking every so often.

Find Success by Risking Failure

I saw a short Blog post by Seth Godin a few weeks ago. He said: “The only thing worse than starting something and failing... is not starting something.” Have you ever not started a client development activity because you were afraid of failing? Don’t let fear of failing stop you. I have had many client development failures. Let me share one with you.

Lawyer Marketing Ideas

When professional video first gained acceptance, I decided to create a video for contractors. I spent days creating the script and two days in front of the camera with Dr. Michael Vorster at Virginia Tech. I was confident I had created a masterpiece and I decided to market the tape along with a book on linear scheduling at a price of $495. I believe I sold at most 20 sets of the tape and most of those were to my mother and her friends. (I still have boxes of tapes in my garage.)

When I realized that my attempt to become a paid movie star was not working effectively, I came up with Plan B. I went back to the editor, paid him more money and created a one-hour summary of the eight-hour tape. I decided strategically to give the one-hour tape away and offer a special price for the full eight hours to those contractors who were intrigued enough to see more.

There came a point when I just wanted to give the tapes away. By then, I laughed at myself, picked myself up off the stage and pressed on with other ideas. Later I mentioned using linear scheduling in one of my Roads & Bridges monthly columns and found it was a better way to reach out to my target market.

Just to show I am willing to take another chance, I am in the process of shooting 50 short 5-10 minute client development coaching and teaching videos. I got the idea from reading studies that people do not learn a subject and change from one long session. The scientists have concluded that learning occurs when there are short, concise points that can actually be implemented. I am reminded of the Chinese proverb: “I hear and I forget, I see and I remember, I do and I understand.” I am hopeful these interactive video clips will provide opportunities for you to learn by doing.

So, what is something you haven’t started because you fear you might fail? If you try something that doesn’t work. Don’t fret about it. Instead, think of it as successfully learning what didn’t work.  If you need more support, watch the famous Michael Jordan Nike Commercial video.

"Only those who dare to fail greatly can ever achieve greatly." ~Robert F. Kennedy
 

Do's and Don'ts of Selling Legal Services

Believe it or not, selling legal services is not rocket science. It is mostly hard work and applying common sense approaches to become more visible to your target market and to build relationships. I want you to use your creative juices and help me develop the definitive list of Do’s and Don’ts we could follow and pass on to young lawyers. I will help you get started and then I will publish the Do’s and Don’ts I get from you.

Do’s

  • Take responsibility for your own success.
  • Develop a yearly, quarterly, monthly, weekly plan to use your non-billable time most effectively and efficiently. Then find a way to hold yourself accountable.
  • Decide your target market (who is it you want to hire you) and what you want the target market to hire you to do.
  • Work harder and more creatively at client development than your competitors
  • Understand your clients’ industry, company and your individual client representatives’ needs and wants.
  • Stay on top of current events to anticipate how they will create future legal issues for your clients.
  • Find the marketing opportunity in the billable legal work you are doing.
  • Put your clients’ needs ahead of your own.
  • Exceed your clients’ service expectations. Give more value than they expect.
  • Do something, no matter how small, each and every day.

Don’ts

  • Don’t ever give up.
  • Don’t make excuses for not having time for client development.
  • Don’t ever appear to be selling. Clients may want to buy, but they hate feeling like they are being sold.
  • Don’t ever appear to be needy or greedy.
  • Don’t talk down to clients.
  • Don’t take on clients you will later regret. If it doesn’t “feel” right, it probably isn’t.
  • Don’t become complacent or satisfied. Stay hungry to learn and get better.
  • Don’t say “no problem” or “honestly”
  • Don’t talk so much, especially about you and your firm. Ask questions and then listen, listen, listen.
  • Don’t forget your team. Client development is a team sport.
     

Selling Techniques: Sure Way Not to Get Hired

Suppose you were sent to six weeks of training on selling techniques and then came back to begin selling clients. You might have some success, but I doubt it would come from learning how to deal with objections or the myriad of closing techniques.

I hate to be sold anything and resist salesmen who try to sell me. I know clients also hate being sold. I learned this early in my career (thankfully), when an in-house counsel said: “Cordell, quit trying to sell us the next project and just focus on doing a good job on the one we gave you.”

Our clients are like us. They do not want us to sell them anything and they will immediately resent us if we do try to sell them. An assistant general counsel told me of a lawyer who called to set up a meeting, stating he would be in Omaha in a couple of weeks while he was on his way to San Francisco. Well, unless he was traveling by covered wagon, it was highly unlikely he would just happen to be in Omaha on his way to San Francisco. The assistant general counsel knew he was dealing with a salesman and he did not like it.

Selling clients is very difficult for lawyers, but getting clients to buy from us is something we can successfully accomplish. We can interact with a potential client without an invitation by giving away something they would find valuable. It could be a book, article or memo you have written on a topic the potential client would find interesting.

I remember a few years ago the federal regulations on a topic of particular interest to the construction industry changed. Before the ink was dry on the revised regulations, I had written a summary in simple non-legal language with bullet points on what to do and what not to do. I sent my summary to as many potential clients I personally knew as possible. More importantly, I sent it to contractor association executives who published my summary and suggestions in their newsletters. That was even more effective because they, in essence, were making the contact with the potential clients.

So, instead of ever trying to sell clients, give them the opportunity to evaluate you by providing them something valuable they can use. Stay on top of what is going on and then be first to market, giving away something they will value. When you are able to do this you actually are identifying a problem or opportunity and creating a solution before the potential client has identified the problem or opportunity.

What is Success? Listen to Coach John Wooden

When I was in college and law school, I hated UCLA's basketball team because they were wining the NCAA every year. I remember being at a college party in 1968 and everyone cheered when Houston upset UCLA in the Astrodome. Later that year UCLA routed Houston in the NCAA tournament.

As fate would have it, my first assignment in the Air Force after law school was at a base in Southern California. Each night, I watched John Wooden being interviewed by the media. Within a very short time, I came to realize why he was not only a great coach, but also a great leader and mentor for his players.

John Wooden’s character and principles always showed through whether his team won, or when it infrequently lost. Since I lived in Southern California, I have bought books about him and bought tapes of him speaking. I am always inspired by his approach to life and building a team. I have written about him and you can find some of what I have written on my website.

Lawyers and law firms can learn a great deal from "The Wizard of Westwood." Take a look at his website and his “Pyramid of Success.

On his website home page you will find one of my favorite Coach Wooden quotes: "Success is peace of mind which is a direct result of self-satisfaction in knowing you did your best to become the best you are capable of becoming."

He talks about the real joy in life and his definition of success in this short interview.

 

The reason that this quote was so important to me, and hopefully to you, was my realization that measuring my success based on what others achieved would either cause me to give up, thinking I could never achieve what some of them had achieved, or alternatively cause me to not reach as high as I might, thinking I had achieved more than some of them had achieved.
 

Work each day to serve your clients and to become the best lawyer for your clients you are capable of becoming. That will bring you the peace of mind and satisfaction Coach Wooden speaks about.
 

Associates: Get Out There and Focus on Your Passion

On Tuesday, I wrote about the work the Beatles did to become THE BEATLES and I asked what are you doing to become THE RAINMAKER. Knowing you might benefit from reading about what other lawyers are doing, here is a good example.

Last year I had the opportunity to coach Lizzette Zubey, an IP associate with Lewis and Roca in Phoenix. At the time, Lizzette was the President of Los Abogados, Arizona’s Hispanic Bar Association. Lizzette first got involved with the organization as a law student, after receiving its Honorable Valdemar Cordova Scholarship. She was drawn to the group because of its efforts on civil rights for Hispanics. During her first year in practice, she ran for a seat on its Board of Directors. In her fifth year she was named its President.

In our first coaching session, Lizzette and I talked about narrowing her market and striving to become a “go to” IP lawyer for Hispanic owned businesses. She loved the idea and worked during our entire coaching year on raising her visibility. Here are a few examples:

  • She was interviewed on IP issues on Inside Arizona Business, a television program in Tucson.

  • She organized a luncheon where the two Democratic candidates running for Maricopa County Attorney's Office spoke, which was covered by local Spanish and English news media.
  • She was selected by the Business Journal as a member of the 2008 Hispanic Leaders Under 40.
  • She is Regional President of the Hispanic National Bar Association and her firm hosted events during the HNBA Board Meeting in Phoenix
  • She was featured in the January/February 2009 issue of Iguana, a children's Spanish language magazine with international circulation. The title of the article was: “Young Lawyer Persevered Before Difficulties.”

Like the Beatles, Lizzette is working hard to become more visible and she knows it doesn’t happen overnight. She is patient and persistent. I know her efforts are slowly raising her profile in the Hispanic business community. What can you do the rest of this year to begin the process of becoming THE RAINMAKER.

Making Rain: Prepare Like the Beatles

I wrote recently about practicing law by Blogging. It reminded me of the Beatles. Many Americans have this notion that the Beatles arrived in America from Liverpool and were an instant sensation. Few know how much work the Beatles did before they took the trip across the Atlantic. Your efforts to become a rainmaker require that same kind of work.

A while back, Seth Godin wrote a Blog titled: “When did the Beatles Become THE Beatles?

Malcolm Gladwell discussed how the Beatles became successful in his book “Outliers” and talked about the Beatles in a short video that will help you grasp the point.

 

Seth Godin and Malcolm Gladwell describe that at the beginning, the Beatles were playing two or three long sets a day in a Hamburg club, making a few pounds if they were lucky. The Beatles worked on their music in these clubs for years. What are you working on now to make yourself more valuable lawyer to your clients?

Godin says that as the Beatles got more traction they were marketing in every direction. After you have done your homework, then you will work at becoming visible by writing for industry publications and speaking to as many industry groups as possible. Before you get there, consider writing for and speaking to Bar groups. Even though you are not likely to be hired by competing lawyers, this stage will provide opportunities to become a more effective writer and presenter.

Seth Godin says the transition stage was brief but essential. When people started noticing them, the Beatles didn’t stop marketing. Instead they poured it on. At this point they shifted from being the chasers into being the chased. During the transition stage, organizations notice you and ask you to write for their publications or speak at their meetings. That is the time for you to “pour it on” to gain momentum.

After all the years playing in clubs and developing their skills, the Beatles came to America. Seth Godin says that many reach this stage and stop. When you feel you have “arrived,” have some healthy paranoia. That means continuing to learn, continuing to figure out what impacts your clients and writing and speaking on those subjects. It also means continuing to focus on building relationships with each of your clients and becoming their trusted advisor.

At this stage, the Beatles became THE Beatles and you will become THE Rainmaker.

Marketing: Create Something Remarkable

It is more difficult than ever to stand out in the crowd. But, many lawyers I coach have found ways to identify a challenge faced by clients, offer a solution and give it away.

Jennifer is a Labor and Employment lawyer I coached a couple of years ago. Her firm gives an annual Labor and Employment workshop, which typically draws over 100 people.

In 2006 just before the workshop, Jennifer called me and said:

Cordell, you always suggest I give something away, what should I give the human resources professionals who attend our workshop?

I told her to think creatively and come up with something HR professionals would value.

Jennifer called me a couple of weeks later and she was very excited. She had gotten an idea from a fast food restaurant that had a laminated book on a ring for young children to read. Jennifer created an Easy Guide to Labor and Employment Laws in a laminated book, put it on a ring with a hook and handed it out to those who attended the workshop.

Shortly after the workshop I received an email from Jennifer. Here is what she told me.

Just wanted to let you know that I took some of those Easy Guides I had told you about out to some of my clients last Thursday afternoon. I ended up with three new matters as a result of those meetings. Sounds strange, but going to them with something in hand really worked!!

Almost two years later, I heard from Jennifer again. Here was her update:

The Easy Guides continue to get me/us out there in new ways. We got a request a few weeks ago from a consultant who speaks to over 1000 people a year. He wanted to buy some Easy Guides to give out at his talks. We're working out a deal with him that includes mention of the firm (and me hopefully), etc.

I bet your clients would value an easy guide. Give them one and you might be remarkable in their eyes.

Marketing: Making Your Friends Your Clients

I am frequently asked how to make your friends, your clients. There are only a few ways to do it. As explained in the true story below, one way is to learn as much as you can about their needs and provide something the other lawyer/law firm is not providing without any expectation of getting anything in return. You have to give to get.

Scott is a lawyer from Houston. His coaching group, Looper Rain, created a list of Philosophies based on what they learned in the coaching program. Prior to the credit crunch, Scott successfully applied two principles.

KNOW YOUR CLIENT
           - Listen; don't talk
           - Learn client industry and business needs, as well as personal information

DON'T "SELL"
           - Find value and provide it now, and never appear greedy or hungry

Here is his story:

One of my long time friends owns an oilfield equipment and service company that primarily operates and sells in the U.S., and has operations in India and China. Based on our conversations, I knew my friend was "not unhappy" with his existing corporate attorney. But I could also tell my friend was looking for something more. Before Looper Rain coaching, I would have tried to "sell" him on hiring LRM and why we were the right firm for him, and probably tried to convince him to use LRM instead of his existing attorney.

Based on what I learned in the coaching program, I first set out to find out more about my friend and his company. I learned more about his background, and more about his company operations and opportunities in China and India. He let me know he wanted to expand his company by acquiring a Canadian company. When he said he was hiring a New York firm to help obtain financing for a $1,000,000 fee, I asked him to give me 30 days to help him find financing at a lower cost.

In the next 30 days I introduced my friend to consultants, several bankers, an investment banker, and a private equity firm. He let me know he was extremely thankful and impressed. While he said that he liked his attorney, he was impressed that we went far beyond just focusing on the legal work.

After he got the financing for the acquisition, our firm became his law firm.

I don't think I would have obtained this client before Looper Rain because I would have tried to talk instead of listening, and I would have tried to sell our firm rather than demonstrating how we can add value.

So, what is the point of Scott’s story? It is really pretty simple. When you go from thinking about how you can get hired to thinking about how you can add value without expecting anything in return, good things happen. Scott asked questions, listened and uncovered a need where his firm could add value.
 

Implement "The 7 Habits . . . "

I wrote last week about taking responsibility for your career. It is part of the first habit in Stephen Covey’s “The 7 Habits of Highly Effective People.” The truth is that all seven habits apply to lawyers, which is no surprise since they apply to any profession or business. I believe I made significant changes in my life as a result of reading the book and you will also. To get you started read a very short summary.

Here is how YOU might use the 7 Habits:

Habit 1: Be Proactive: Take responsibility for your own success and fulfillment and focused on things within your control rather than things outside your control.

Habit 2: Begin with the End in Mind: What is your definition of long-term success? Ask: Where would you like to be in your career five years from now? 20 years from now?

Habit 3: Put First Things First: Don’t focus on balance. Instead focus on your priorities. You might get off track, but if you have identified your priorities, you know when you are off track and will be better able to get back on track.

Habit 4: Think Win-Win: Be generous sharing credit and generous with your time teaching younger lawyers.

Habit 5: Seek First to Understand, Then to Be Understood: Learn to ask better questions and listen before speaking. Learn to probe deeper than what the client or what the associate is telling you.

Habit 6: Synergize: Build your team within your firm and with your client contacts.

Habit 7: Sharpen the Saw: The day you finished the Bar Exam you might have thought your learning was complete. In truth, it had just begun. Do something each and every day that enables you to be a better lawyer and learn how to better serve your clients.

Every lawyer should read “The 7 Habits of Highly Effective People” and I hope you will. When you do, it will only be valuable if you actually implement each habit in your own life.

I want to make you aware of a couple of things. I am back podcasting. I am doing short podcasts myself and interviewing lawyers. I want to give you ideas of things you can do. You can download the podcasts from iTunes or find them at this website.

Over the next few weeks, on Thursdays I will post stories of what young, or not so young, lawyers are doing about client development. This will provide you with additional ideas of things you can do. If you have a success story you would like for me to tell in a Thursday post, drop me a note.