Verbatim: What Clients Say
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Improve Your Odds at Winning Business
By Guest Writer Pat Sweeney of Sales Results Inc.
In the June issue of Verbatim we listened to American Lawyer Editor-in-Chief Aric Press advise us that "knowing clients' issues and their strategies for meeting them ought to provide a reasonable guide to what your firm can expect from them. And getting a read on their business ought to give lawyers a head start toward winning more work from them."
Getting a read on a client's business through a Strategic Client Interview is the first step. This interview provides the roadmap for optimizing the client relationship both now and into the future. The results of each interview equip the lawyers responsible for the client with invaluable information that sets the stage for sustainable business interaction.
Great client info is, however, only as good as what you do with it. That brings you to the second step: Follow up.
Some law firms break down achieving timely client interview results and any form of follow up by the responsible lawyers. Many lawyers would, understandably, rather practice law than conduct any form of business development activity.
This reluctance or procrastination is typically based on a lack of understanding and investment in the professional business development process. Unfortunately, only the firms' rainmakers fully comprehend the discipline necessary to conduct business development tactics with confidence.
The military, on the other hand, always values timely intelligence. It constantly invests in training its assets so that battle plans can be formed. And, the military ensures the troops are properly prepared to execute against the plan.
Law firms do a great job investing in the practice of law. But they fall woefully of short investing in the other core disciplines required for a vibrant growing concern.
The legal profession has been lucky up until 2008. It's a new world order, now and into the foreseeable future.
Make the best of the present and future business conditions. Invest in Strategic Client Interviews in order to know where your client is today and where it intends to go. Concurrently, invest in refining your lawyers' ability to develop business.
Much like the practice of law, this two-stage process requires education, planning and mentoring. There is no magic formula and there are no short cuts.
Together, these combined steps will yield predictable financial gains. They'll ensure your firm's future direction with the client, eliminating guess work.
You can reach Pat Sweeney at 610-220-9080, or Sweeney@salesresults.com.
For more information on Strategic Client Interviews, contact Joyce Smiley at 561-775-9755, or jsmiley@jkscompany.com. On the Web at www.jkscompany.com.
Verbatim is published electronically by JKS & Company LLC/Strategic Client Interviews. Copyright 2008 JKS & Company LLC. All rights reserved.
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