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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. What a fine article, thank you! I can testify firsthand and by detailed legal reports (at end of this note) as to the dire consequences of rejecting this truth from the fine article above: "The inclusion and expansion of this right [to jury] in Indiana’s Constitution is a clear reflection of our state’s intention to emphasize the importance of every Hoosier’s right to make their case in front of a jury of their peers." Over $20? Every Hoosier? Well then how about when your very vocation is on the line? How about instead of a jury of peers, one faces a bevy of political appointees, mini-czars, who care less about due process of the law than the real czars did? Instead of trial by jury, trial by ideological ordeal run by Orwellian agents? Well that is built into more than a few administrative law committees of the Ind S.Ct., and it is now being weaponized, as is revealed in articles posted at this ezine, to root out post moderns heresies like refusal to stand and pledge allegiance to all things politically correct. My career was burned at the stake for not so saluting, but I think I was just one of the early logs. Due, at least in part, to the removal of the jury from bar admission and bar discipline cases, many more fires will soon be lit. Perhaps one awaits you, dear heretic? Oh, at that Ind. article 12 plank about a remedy at law for every damage done ... ah, well, the founders evidently meant only for those damages done not by the government itself, rabid statists that they were. (Yes, that was sarcasm.) My written reports available here: Denied petition for cert (this time around): http://tinyurl.com/zdmawmw Denied petition for cert (from the 2009 denial and five year banishment): http://tinyurl.com/zcypybh Related, not written by me: Amicus brief: http://tinyurl.com/hvh7qgp

  2. Justice has finally been served. So glad that Dr. Ley can finally sleep peacefully at night knowing the truth has finally come to the surface.

  3. While this right is guaranteed by our Constitution, it has in recent years been hampered by insurance companies, i.e.; the practice of the plaintiff's own insurance company intervening in an action and filing a lien against any proceeds paid to their insured. In essence, causing an additional financial hurdle for a plaintiff to overcome at trial in terms of overall award. In a very real sense an injured party in exercise of their right to trial by jury may be the only party in a cause that would end up with zero compensation.

  4. Why in the world would someone need a person to correct a transcript when a realtime court reporter could provide them with a transcript (rough draft) immediately?

  5. This article proved very enlightening. Right ahead of sitting the LSAT for the first time, I felt a sense of relief that a score of 141 was admitted to an Indiana Law School and did well under unique circumstances. While my GPA is currently 3.91 I fear standardized testing and hope that I too will get a good enough grade for acceptance here at home. Thanks so much for this informative post.

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