If lawyers can develop a highly strategic approach to how they contact prospective clients, their business development efforts will prove more successful. But this strategic approach is by no means an easy thing to develop – and takes training and practice in order to learn it and hone it.
Fletcher notes that many lawyers may have, for example, a list of 1000 potential clients they would like to contact. But he cautions that instead of focusing on the large list first – look to a small number of these – and spend 30 to 60 minutes researching one target per day. Spending even more time on that one target if your schedule permits. Search online extensively to identify currents needs or issues they are dealing with or may be dealing with. Pay attention to significant challenges or opportunities. Things that are likely to be high on the list of priorities for your prospective client. Reach out to that target via email or phone with a message which includes mention of one or more of these issues and how you may be able to help.
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Fletcher explains how this approach, consistently applied, will lead to you building relationships with prospective clients (some of which will become clients) – and lead to you being seen not simply as a legal practitioner – but also a strategic, trusted advisor. Someone who will be invited to conversations regarding the most important strategic decisions this prospective client (who may perhaps have become a client through this process).
Among the reasons why this strategic, focused approach is best – is because it saves time, and it ensures you will be as client-centric in your communications as possible. It will also distinguish you among your peers – as a lawyer who is doing what most clients continue to reiterate they want from their lawyer – which is someone who understands their business. And in the end, this narrowly focused effort deployed in a disciplined fashion – will lead you to building a book of business you would not have had were it not for this effort.
Lawyer Business Development Coaching
I help lawyers develop personal business development plans custom-tailored to their unique practices — via one-on-one video or audio coaching sessions. My experience includes hundreds of face-to-face meetings with prospective clients on behalf of law firms – where I helped clients realize how lawyers can help them achieve their commercial objectives. These meetings first required me to identify client needs – reaching out to those prospective clients and securing meetings with them on behalf of my clients and succeeding in securing those meetings. And shepherding those relationships to becoming new client engagements. For more information about how I might be able to help you build your law practice, please complete the form below and I’ll contact you promptly.
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