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IBA: Client Development Through Relationship-Building

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As a seasoned professional, you know the ins and outs of laws and regulations, the guidelines and the sound strategies that will benefit your clients. You have no trepidations offering advice. When it comes to your business, however that confidence often evaporates. For many lawyers the mere thought of client development causes unease. The word “sales” is foreign—and terrifying.
 

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Yet client development is not about sales. It’s all about relationship development. It doesn’t have to be a painful effort. Working with a business/executive coach has helped many lawyers discover how naturally client development can fit into their day, once they learned some basic techniques.

Using the Professional Practice Program, an experienced coach can help you understand and implement a series of tools and actions making a significant impact on gross revenue, from both existing clients and new ones. Five basic principles are the foundation of this approach: who, what, how, tracking and compelling reasons.

Who

To begin a client development program, you need to identify your target audience, beginning with existing clients. Then, the focus can expand to the circle of influencers and referrals. It’s also very helpful to identify the types of clients you would consider your “Dream” clients, the “Good” ones, “So-So” and “Nightmare” accounts or clients.

Don’t laugh. We all have a few clients that fall into that “Nightmare” category. By analyzing which clients bring the greatest return-on-investment of time, you can alert to spotting this same potential in new prospects. You may also learn to say “No, thank you” to a prospect that you instinctively predict will fall into that “Nightmare” category.

What

Next in the Client Development model is the step where you work on what you need to say to clients and prospects in order for you to grow your practice. New business is based on new relationships and renewed relationships with existing clients. You have to connect in a meaningful level. Memorizing a few facts about the client is not enough to project a sincere impression of wanting to help that client.

Being involved in the client/prospect’s growth and future is important to maintaining that relationship. It also helps create Top of Mind Awareness—another goal of what you want achieve. This means you want your name to be the one your contact thinks of immediately whenever someone says “Know of a good lawyer?” This is the foundation of your referral network.

How

In this step, the Professional Practice Program offers several very specific tools to help you achieve your client development goals. This is the step-by-step portion of the program that gets you actually doing the work. Samples of elevator speeches, letters invitations and tips for networking with clients and prospects are some of the very helpful, practical tools typically discussed.

Track

Without tracking the steps you take and analyzing the results, you may be just spinning your wheels. Giving yourself measurable goals is just one of the tactics you can employ to make sure you are actually contacting clients, building relationships and asking for referrals. The actions you take can be simple, but the important part is that you actually take an action and meet your goals. Tracking those actions keeps you accountable to your most important supervisor—you.

Compelling Reasons

You may already feel compelled to take an active role in client development. Or, you may just have a slight nagging thought at the back of your mind that maybe you had better get around to that one of these days. In either case, here is a statistic that will certainly compel you to work on your business development skills. On average:

A 60 percent increase in referrals + 200 percent increase in marketing contacts = 30 percent increase in gross revenue.

Think about that. Do the math. You’ll see client development can have some big pay-offs, ones that are simple and painless, to create. It’s all about the relationships, the contacts and your associates in the practice of law. So the next client meeting you have, take another look. Get to know the person, not just the facts. You’ll see a big return on your investment.•

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  1. Yes diversity is so very important. With justice Rucker off ... the court is too white. Still too male. No Hispanic justice. No LGBT justice. And there are other checkboxes missing as well. This will not do. I say hold the seat until a physically handicapped Black Lesbian of Hispanic heritage and eastern religious creed with bipolar issues can be located. Perhaps an international search, with a preference for third world candidates, is indicated. A non English speaker would surely increase our diversity quotient!!!

  2. First, I want to thank Justice Rucker for his many years of public service, not just at the appellate court level for over 25 years, but also when he served the people of Lake County as a Deputy Prosecutor, City Attorney for Gary, IN, and in private practice in a smaller, highly diverse community with a history of serious economic challenges, ethnic tensions, and recently publicized but apparently long-standing environmental health risks to some of its poorest residents. Congratulations for having the dedication & courage to practice law in areas many in our state might have considered too dangerous or too poor at different points in time. It was also courageous to step into a prominent and highly visible position of public service & respect in the early 1990's, remaining in a position that left you open to state-wide public scrutiny (without any glitches) for over 25 years. Yes, Hoosiers of all backgrounds can take pride in your many years of public service. But people of color who watched your ascent to the highest levels of state government no doubt felt even more as you transcended some real & perhaps some perceived social, economic, academic and professional barriers. You were living proof that, with hard work, dedication & a spirit of public service, a person who shared their same skin tone or came from the same county they grew up in could achieve great success. At the same time, perhaps unknowingly, you helped fellow members of the judiciary, court staff, litigants and the public better understand that differences that are only skin-deep neither define nor limit a person's character, abilities or prospects in life. You also helped others appreciate that people of different races & backgrounds can live and work together peacefully & productively for the greater good of all. Those are truths that didn't have to be written down in court opinions. Anyone paying attention could see that truth lived out every day you devoted to public service. I believe you have been a "trailblazer" in Indiana's legal community and its judiciary. I also embrace your belief that society's needs can be better served when people in positions of governmental power reflect the many complexions of the population that they serve. Whether through greater understanding across the existing racial spectrum or through the removal of some real and some perceived color-based, hope-crushing barriers to life opportunities & success, movement toward a more reflective representation of the population being governed will lead to greater and uninterrupted respect for laws designed to protect all peoples' rights to life, liberty & the pursuit of happiness. Thanks again for a job well-done & for the inevitable positive impact your service has had - and will continue to have - on countless Hoosiers of all backgrounds & colors.

  3. Diversity is important, but with some limitations. For instance, diversity of experience is a great thing that can be very helpful in certain jobs or roles. Diversity of skin color is never important, ever, under any circumstance. To think that skin color changes one single thing about a person is patently racist and offensive. Likewise, diversity of values is useless. Some values are better than others. In the case of a supreme court justice, I actually think diversity is unimportant. The justices are not to impose their own beliefs on rulings, but need to apply the law to the facts in an objective manner.

  4. Have been seeing this wonderful physician for a few years and was one of his patients who told him about what we were being told at CVS. Multiple ones. This was a witch hunt and they shold be ashamed of how patients were treated. Most of all, CVS should be ashamed for what they put this physician through. So thankful he fought back. His office is no "pill mill'. He does drug testing multiple times a year and sees patients a minimum of four times a year.

  5. Brian W, I fear I have not been sufficiently entertaining to bring you back. Here is a real laugh track that just might do it. When one is grabbed by the scruff of his worldview and made to choose between his Confession and his profession ... it is a not a hard choice, given the Confession affects eternity. But then comes the hardship in this world. Imagine how often I hear taunts like yours ... "what, you could not even pass character and fitness after they let you sit and pass their bar exam ... dude, there must really be something wrong with you!" Even one of the Bishop's foremost courtiers said that, when explaining why the RCC refused to stand with me. You want entertaining? How about watching your personal economy crash while you have a wife and five kids to clothe and feed. And you can't because you cannot work, because those demanding you cast off your Confession to be allowed into "their" profession have all the control. And you know that they are wrong, dead wrong, and that even the professional code itself allows your Faithful stand, to wit: "A lawyer may refuse to comply with an obligation imposed by law upon a good faith belief that no valid obligation exists. The provisions of Rule 1.2(d) concerning a good faith challenge to the validity, scope, meaning or application of the law apply to challenges of legal regulation of the practice of law." YET YOU ARE A NONPERSON before the BLE, and will not be heard on your rights or their duties to the law -- you are under tyranny, not law. And so they win in this world, you lose, and you lose even your belief in the rule of law, and demoralization joins poverty, and very troubling thoughts impeaching self worth rush in to fill the void where your career once lived. Thoughts you did not think possible. You find yourself a failure ... in your profession, in your support of your family, in the mirror. And there is little to keep hope alive, because tyranny rules so firmly and none, not the church, not the NGO's, none truly give a damn. Not even a new court, who pay such lip service to justice and ancient role models. You want entertainment? Well if you are on the side of the courtiers running the system that has crushed me, as I suspect you are, then Orwell must be a real riot: "There will be no curiosity, no enjoyment of the process of life. All competing pleasures will be destroyed. But always — do not forget this, Winston — always there will be the intoxication of power, constantly increasing and constantly growing subtler. Always, at every moment, there will be the thrill of victory, the sensation of trampling on an enemy who is helpless. If you want a picture of the future, imagine a boot stamping on a human face — forever." I never thought they would win, I always thought that at the end of the day the rule of law would prevail. Yes, the rule of man's law. Instead power prevailed, so many rules broken by the system to break me. It took years, but, finally, the end that Dr Bowman predicted is upon me, the end that she advised the BLE to take to break me. Ironically, that is the one thing in her far left of center report that the BLE (after stamping, in red ink, on Jan 22) is uninterested in, as that the BLE and ADA office that used the federal statute as a sword now refuses to even dialogue on her dire prediction as to my fate. "C'est la vie" Entertaining enough for you, status quo defender?

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