Closers Group Busts More Myths in Business Development
by Allan Colman
"Myths which are believed in tend to become true."—George Orwell
If you apply George’s opinion to law firm marketing and business development, myths in a law firm can be a real handicap. In my dealings with law firms, I find assumptions, stereotypes, and presuppositions abound, and can come dangerously close to impeding the growth and success in the long term.
"Business Development is just about selling."
Business development doesn’t stop once the client is sold on your services. Selling should become relationship building once you have a client. Strong relationships build client retention, and may even develop into an expanded engagement.
"Associates shouldn’t be involved in the business development process."
Whether they realize it or not, associates can be sources of future business from the people who they have rubbed elbows with already. They may have colleagues from law school that have gone on to other firms. Some of them will go in-house and become gatekeepers. Some people in that collective group may work for other law firms that may face a conflict and then refer that former contact, who might by that time be a partner. Contacts made at conferences could be nurtured into future business if they are maintained over time.
The key point in this method of business development and business generation is not a short-term directive. It may take five to six years for associates to develop these potential leads.
More to come…Allan Colman is a business development expert and Managing Director of Closers Group, a consulting firm that helps lawyers generate new business quickly.
