One could view the current situation with the attitude that whenever there is challenge (a much over-used word today), there is also opportunity. Certainly better to consider opportunities than feeling like a victim in constant pain.
Our new newsletter is now on the stands.
In response to Tom Kane, I wrote the following:
Yes, we "sell" all the time. My definition of "marketing" is the process by which we persuade another of the merits of our idea. This comes in the context of persuading a judge or jury of our client’s position; of persuading our supervising partner that we’re the right person to work on a matter (in a large firm); of convincing a prospective client that we can get the result they seek. This is all marketing/selling. And we do it all the time. I even do it in my sleep when I seek to persuade my wife that I’m entitled to a portion of the bed when we move around. Marketing/selling is both conscious and unconscious. When we make it conscious, we have a better chance of succeeding.
Put a “positive spin” on the description of your services. I have been saying this for many years in the context of preparing your billing statements for work done for clients.
In this morning’s session of large law firm managing partners, a group I’ve facilitated for more than 10 years, I heard hand-wringing I’ve never heard before. September 2008 was a watershed benchmark for revenue. Since then, revenues have decreased each month for many of the firms. There are only occasional rays of hope in certain practice areas. There seems to be a significant excess supply of lawyers. This is a significant change. As one lawyer cautioned, though, when the paradigm shifts again (as in the past), there will be an inadequate supply of experienced lawyers available to meet the demand.
How do you see the future both for the profession as well as for your own practice area?
Years ago, a good friend, Denis Campbell, allowed me to interview him. He was an expert marketing director at a major law firm. His topic, titled Five Cards and Three Feet, was the inspiration of this week’s vid-cast.
I recently returned from a week in the Santa Ynez Valley, CA area. The purpose of my vacation was to ride a bike with 35 others from around the world who were similarly enthusiastic about cycling, plus coaches and staff. The Amgen Tour of California started in Northern California and went south, passing through this area (Solvang, Los Olivos and surrounding communities). I watched the Tour’s time trial held in the valley. It was exciting to see Lance Armstrong and other elite cyclists pitting themselves against the clock to see who was the fastest.
Armstrong finished 12th in the time trial, one of his specialties before retiring 4 years ago. And he finished the overall Tour in 7th. In other words, in two races he’s entered (the other last month in Australia), he’s finished in the top 10 … after only a few months of training … and 2 competitive races! And he is 37 years old, an age past which most cyclists are not seen in competition. What a remarkable achievement.
From a psychological perspective, the man is unhappy at not finishing higher up the ladder, because he has such high expectations of himself. He has to continually be coached to greater success as well as to recognize his progress, to keep reality in place. His plan is working and is on target.
Trust the plan. Work the plan. Good advice for Lance Armstrong, a winner in all respects. And good advice for lawyers wanting to achieve greater success.
Prepare a plan. Work the plan. Trust the plan. Make adjustments where and when appropriate as you progress through the benchmarks of your plan.
When it’s time to separate from your spouse, do you think of the cost of doing so? Certainly in community property states, one must. But, a New York firm has gone the extra step in removing the cost of lawyers out of the equation. 60 Minutes Divorce! A brilliant marketing tactic … and one way to seize an opportunity offered by the sour economy.
See the ABA Journal that predicts a 20% drop in legal revenues and a 50% drop in associate billings, spurred primarily by technology and client resistance.
There are opportunities in the market. Thinking optimistically may open you to them. Thinking pessimistically certainly will cause you to miss them. How much of today’s firm layoffs is because of pessimism, not because of critical analysis of the firm’s position and client (and prospective clients) needs? Like much else in the law firm environment, I suspect that this is much of a knee-jerk reaction rather than serious review and strategic planning.
I’m reminded of a statement from one of the recent TED speakers who said pessimism will certainly cause you to retract while optimism will at least allow you to see the opportunities, no matter how few, that are there. Seeing the opportunities is the first step to taking advantage of them.
The California Guide to Opening and Managing a Law Office has just arrived! It’s a 600 page power packed treatise that evey sole practitioner should review. It, along with the ABA’s Flying Solo, is uniquely designed to raise issues that need answers for success.
Disclaimer: I’m responsible for two of the volume’s chapters. There are many contributors and editors who have made this an outstanding reference work.
Heather Milligan provides good advice to both lawyers and marketing folks. Before disclosing the name of a client anywhere, get written consent from the client. Apparently, Quinn Emanuel did not do this … and is now being sued by the client. They allegedly disclosed what was supposed to be a confidential settlement as part of one of their promotional brochures. A definite “no-no”!