Do You Know the Voice of the Client?
At the end of May, I spoke at the 2nd Annual Law Firm Marketing and Business Development Leadership Program in New York to discuss current economic pressures and trends facing law firms and how to use them to develop business strategies and close the deal. One of the other presentations stuck with me in particular. Veteran legal journalist Anthony Paonita served as the moderator on a panel of corporate lawyers discussing the importance of listening to the client’s voice and learning what they really need.
The senior counsel on that panel made a number of important points that are worth sharing—I’m paraphrasing the highlights of what I heard below:
- Many in-house counsel issue Request for Proposals (RFPs) do not pay attention to the responses.
- Clients want to see you “show your stuff” – not just read or hear about it. Where can you do this? Presentations at conferences are a great platform for selling your firm’s abilities without going straight to a client. Conferences allow you to demonstrate extensive knowledge and to showcase your firm as an industry and opinion leader.
- Another way to show your stuff is to get in front of prospects at more personal settings such as smaller forums or lunch and dinner meetings.
- Client feedback interviews are not enough. It was noted that few firms actually conduct follow-up. Here, law firms are missing out on a great opportunity for client retention and to build stronger client relationships.
- Don’t forget to listen and then work around the client’s needs. For example, know their budget and don’t exceed it! Delve into their business culture and issues to really learn about what’s going on and how your firm can help.
While conferences provide a great place to network and meet prospects, we still recommend doing your research before you approach any clients. Build upon your solid traditional marketing strategy: go where they go, read what they read, and know who they know. Get to know them and be prepared to meet them so you come out of the gates hot. This will help you get to the RED ZONE and close the deal.
