Rudolph the Red-Nosed Reindeer is a great example of how an underutilized asset was finally recognized and put to its best use. All it took was one foggy night and, as the song and story tell us, Santa looked at his resources, recognized the asset that he had, and found a way to use that asset to overcome the challenge and get his job done.


Legal sales leaders at firms of all sizes benefit from taking a similar approach. That’s why when we work with clients and conduct our Rapid Assessment to identify specific actions that firms can take to improve business development results, we look for underutilized assets.


Many firms are able to maximize presentation opportunities by taking the same presentation to other settings or by repurposing the content. Reproducing an article written by a partner or other colleague to use as a handout – and placing the article on your firm’s website – is a great way to increase the exposure and reach of your attorney marketing efforts.


In addition to having legal sales leaders making more presentations, don’t overlook younger attorneys or even paralegals. Consider pitching a continuing education presentation within your community as a way to expand your firm’s name recognition and to provide a low-risk opportunity for future leaders to establish themselves as speakers.


By working with the right business development consultant, you’ll have the opportunity to find your “Rudolphs” – to identify assets that you may not even be aware that you have – and to develop a sales strategy that puts them to work to grow your business.

This entry was posted on Monday, December 7th, 2009 at 6:51 am and is filed under Business Development. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.