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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. This is the dissent discussed in the comment below. See comments on that story for an amazing discussion of likely judicial corruption of some kind, the rejection of the rule of law at the very least. http://www.theindianalawyer.com/justices-deny-transfer-to-child-custody-case/PARAMS/article/42774#comment

  2. That means much to me, thank you. My own communion, to which I came in my 30's from a protestant evangelical background, refuses to so affirm me, the Bishop's courtiers all saying, when it matters, that they defer to the state, and trust that the state would not be wrong as to me. (LIttle did I know that is the most common modernist catholic position on the state -- at least when the state acts consistent with the philosophy of the democrat party). I asked my RCC pastor to stand with me before the Examiners after they demanded that I disavow God's law on the record .... he refused, saying the Bishop would not allow it. I filed all of my file in the open in federal court so the Bishop's men could see what had been done ... they refused to look. (But the 7th Cir and federal judge Theresa Springmann gave me the honor of admission after so reading, even though ISC had denied me, rendering me a very rare bird). Such affirmation from a fellow believer as you have done here has been rare for me, and that dearth of solidarity, and the economic pain visited upon my wife and five children, have been the hardest part of the struggle. They did indeed banish me, for life, and so, in substance did the the Diocese, which treated me like a pariah, but thanks to this ezine ... and this is simply amazing to me .... because of this ezine I am not silenced. This ezine allowing us to speak to the corruption that the former chief "justice" left behind, yet embedded in his systems when he retired ... the openness to discuss that corruption (like that revealed in the recent whistleblowing dissent by courageous Justice David and fresh breath of air Chief Justice Rush,) is a great example of the First Amendment at work. I will not be silenced as long as this tree falling in the wood can be heard. The Hoosier Judiciary has deep seated problems, generational corruption, ideological corruption. Many cases demonstrate this. It must be spotlighted. The corrupted system has no hold on me now, none. I have survived their best shots. It is now my time to not be silent. To the Glory of God, and for the good of man's law. (It almost always works that way as to the true law, as I explained the bar examiners -- who refused to follow even their own statutory law and violated core organic law when banishing me for life -- actually revealing themselves to be lawless.)

  3. to answer your questions, you would still be practicing law and its very sad because we need lawyers like you to stand up for the little guy who have no voice. You probably were a threat to them and they didnt know how to handle the truth and did not want anyone to "rock the boat" so instead of allowing you to keep praticing they banished you, silenced you , the cowards that they are.

  4. His brother was a former prosecuting attorney for Crawford County, disiplined for stealing law books after his term, and embezzeling funds from family and clients. Highly functional family great morals and values...

  5. Wondering if the father was a Lodge member?

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