SELL YOURSELF--FIVE TIPS TO EFFECTUATE THE SALES CULTURE

By Micah Buchdahl

As seen in the ABA Law Practice Magazine

1. MAKE IT MANDATORY – The term “optional” suggests to some attorneys and practice groups that they do not have to go along for the ride. The managing partner and/or management committee should make it clear that improving business development on a firm wide basis is a necessity.

2. THE TOM SAWYER EFFECT – Nothing gets everyone moving toward the same page more than seeing one attorney or practice’s successes up in lights—that might mean a press release, web site play, headlining a seminar, doing a media interview—the rest will follow eventually.

3. SKILLED STAFFING – You get what you pay for. And you get who you hire. Many firms are opening the wallets a little wider and grabbing seasoned attorneys with a business development spin, or high-level professional services executives from way outside the legal world to lead the charge. The attorney avoids getting the “you’re not a lawyer and you do not understand” pushback; the marketing pro can point to his or her businesses outracing the law firm business. These firms are also using recruiters from outside legal, to avoid getting the standard fare.

4. SPEND SMARTER, NOT HARDER – Many small firms spend too much time lamenting their size. Think like a small business, and spend an appropriate percentage of revenue on retaining current business and getting new clients. For large firms, the budget is usually on-target, but the money is foolishly spent. Are you doing something because it makes business sense, or it is a political reaction to the wants of one or a few? You know the answer, don’t you?

5. DON’T EVER CHANGE – In sports, you say that you can’t fire the players, so you fire the management. Same goes for the lawyers. Remember what Patton Boggs’ Mark Cowan stated. You can’t change the culture, so create programs and projects that work within the framework of the firm. That is your best shot at winning.