The military term “force multiplier” describes how a unit’s advantage improves when resources come together. Bringing in a support squadron with different tactical skills, working with improved surveillance software, fostering high morale, or receiving specialized training each enhance the strength of the unit – but when they’re combined, the benefit grows exponentially.


General George S. Patton embraced this concept while leading troops during World War II. When Patton was given a target to conquer, he would use all available resources to accomplish the goal. Armored vehicles, artillery, infantry, air attacks were all part of a successful campaign. As the General said, “Lead me, follow me, or get out of my way.”


Force multipliers aren’t just for the military—they are applicable to attorney marketing, as well. A great business development consultant will take a similar ‘multiplier’ approach when providing services. Business development consultants should recommend more than one method of winning a prospect’s business to their law firm clients – demonstrating, in effect, a force multiplier. These methods include:

• Inviting a prospect or client to appear on a panel with you.
• Asking a prospect or a client to co-author an article in a publication specific to their industry.
• Offering to brainstorm with a client or prospect’s top advisors.
• Sending along copies of relevant court decisions, new legislation, etc. that will impact their business.

Look at each target as an opportunity to assemble your strongest resources for attorney selling – and be sure to combine your resources when needed. The process of legal sales is not one-size-fits-all. Customizing your approach and using a range of best options will provide stronger closing successes.

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