Growing Your Practice (Series: The Business of Law and Accounting)

Practical and entertaining education for
attorneys, accountants, business owners and
executives, and investors.
2

The material in this webinar is for informational purposes only. It should not be considered legal,
financial or other professional advice. You should consult with an attorney or other appropriate
professional to determine what may be best for your individual needs. While Financial Poise™
takes reasonable steps to ensure that information it publishes is accurate, Financial Poise™
makes no guaranty in this regard.
While Financial Poise is happy to make this PowerPoint freely available to all, the reader is
cautioned that it was created for use as part of a webinar that featured an extensive verbal
discussion of the topics addressed in the PowerPoint. It was not designed to be read by
itself. Financial Poise webinars can be purchased at www.financialpoise.com. You may also
receive offers for free webinars by subscribing to Financial Poise's DACyak, a free weekly
newsletter.
DISCLAIMER
3

MEET THE FACULTY
MODERATOR:
Adam Schlagman ALM Law Journal Newsletters
PANELISTS:
Holly Barocio GrowthPlay
Jonathan Friedland Sugar, Felsenthal, Grais, and Helsinger
Richard K. Hellerman The Law Office of Richard K. Hellerman, P.C.
4

ABOUT THIS WEBINAR
Grow or Die. A common adage, yet elusive in both the WHAT and HOW to grow profitably. You
have the skills, knowledge, and experience to deliver to clients. Now all you need is (more)
clients. How do you transition from servicing work to bringing in work?
In this webinar, we discuss the essential building blocks for sustained and scalable growth that leverages
marketplace and voice of the client research. We also identify how target marketing, messaging,
networking, and relationship building tactics create predictability in lead generation through clients,
prospects, connectors, and alliance partners.
This webinar is delivered in Plain English, understandable to you even if you do not have a
background in the subject. It brings you into an engaging, even sometimes humorous, conversation
designed to entertain as it teaches. And, it is specifically designed to be viewed as a stand-alone
webinar, meaning that you do not have to view the other webinars in the series to get a lot out of it.
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ABOUT THIS SERIES
At a time when we are bombarded with news and information about the uncertainties of the economy, successful sales professionals
(rainmakers) rest in comfort and confidence knowing that their success is not beholden to the ups and downs of the marketplace.
This series identifies essential Rainmaker Best Practices, that when focused on with discipline and intention, distinguish you and your
firm, and help you gain a competitive sales advantage. These episodes focus on WHAT works in any market and HOW to
implement the best practices to impact your business with increased revenue, increased leverage of time and resources, and improved
accuracy and predictability in your sales pipeline- - all while managing your practice so that your level of service to your clients does
not suffer.
As with every Financial Poise Webinar, each episode is delivered in Plain English understandable to investors, business owners, and
executives without much background in these areas, yet is also valuable to attorneys, accountants, and other seasoned professionals.
And, as with every Financial Poise Webinar, each episode brings you into engaging, sometimes humorous, conversations designed to
entertain as it teaches. Each episode in the series is designed to be viewed independently of the other episodes so that participants will
enhance their knowledge of this area whether they attend one, some, or all episodes.
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Dates shown are premiere dates; all episodes will be available on demand after
their premiere date.
EPISODES IN THIS SERIES
Episode #1 Growing Your Practice January 15, 2019
Episode #2 Legal Tech February 12, 2019
Episode #3 Personnel Issues March 12, 2019
Episode #4 Your Niche and Your Brand April 9, 2019
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Episode #1: GROWING YOUR PRACTICE
© 2019 by DailyDAC, LLC d/b/a Financial Poise Webinars™ 8

GROW OR DIE
• Key growth drivers
• Essential required capabilities for growth
• Potential pitfalls/watch-outs around growth

KEYS FOR SUCCESS
• Client-focused
• Team-based collaboration
• Revenue generating
• Relationship building
• Problem-solving
• Discipline
• Consistency
• Innovation

VOICE OF THE CLIENT
• Why client feedback matters
• How to engage client intelligence and market research
• Types of client interviews and surveys
• Design thinking – human-centered design

TARGET MARKETING
• How wide is the net
• Benefits of focus
• Intersection of expertise, passion and opportunities

TYPES OF TARGET MARKETS
• Industry
• Situation
• Buyer Type
• Affinity
• Intermediaries
• Other

MESSAGING READINESS
• Why messaging matters for professionals
• What makes an effective value proposition
• How the “elevator pitch” works best
• Where messaging leaves its mark

MESSAGING MODALITIES
• Face-to-face interactions
• Web sites
• Social Media
• Marketing collateral
• Other

RELATIONSHIP BUILDING BEST
PRACTICES
• Relationship stages – starts, middles, maturing
• Types of relationships needed to grow a practice
• Assessing a “good fit”
• Relationship philosophy - to serve or be served
• Staying connected over time

MAKING NETWORKING WORK
• Networking online and offline
• Best channels to network
• How to prepare
• Working a room with confidence
• Best practices for follow-up

AVOIDING NETWORKING PITFALLS
• Starting conversations
• Ending conversations
• Facilitating hand-offs
• Remembering names
• Timely follow-up
• Frequency of staying connected

PROFILE RAISING BEST PRACTICES
• Personal branding
• Writing
• Speaking
• Social media
• Association involvement
• Events/conferences

GENERATING REFERRALS
• How to choose good referral sources
✓ Client type
✓ Target market
✓ Personality style
✓ Communication style
✓ Client service style
• Other keys to success in generating referrals

COMMON REFERRAL PITFALLS
• Promise to refer and then no follow-through
• Mismatched needs/offerings
• Non-responsiveness to email and scheduling
• Making commitments on behalf of others
• Other pitfalls

WHEN REFERRALS DON’T WORK OUT
• Communication to the referral source
• Sharing uncomfortable feedback
• Preserving relationship capital with the referral source
• Setting the stage for future referral opportunities

THE SUPERFAN
• Difference between Fans and SuperFans
• Value of loyalty in growing a practice
• Active referral generation vs. passive referrals
• Early warning systems
• PR/Cheerleaders

MAKING AND KEEPING SUPERFANS
• Personal and professional relationship building
• Seeking feedback
• Collaboration and co-creation
• Gratitude and appreciation
• Knowing the SuperFan’s business
• Staying connected

(cont’d)
• Personal and professional relationship building
✓ Meals
✓ Entertainment
✓ Sporting/Charitable events
✓ Education
✓ Family friendly
✓ Networking

(cont’d)
• Seeking feedback
✓ Surveys
✓ Client interviews
✓ Before, during and after projects
✓ Appreciative inquiry

(cont’d)
• Collaboration and co-creation
✓ Innovation
✓ Product development
✓ Service development
✓ Project management
✓ Facilitated meetings and education

(cont’d)
• Gratitude and appreciation
✓ Saying Thank You
✓ Handwritten notes
✓ Marking milestones
▪ Birthdays
▪ Anniversaries
▪ Birth or adoption of child or pet
▪ Illness
▪ Condolences
✓ Invest in charitable interests

(cont’d)
• Knowing the SuperFan’s business
✓ Reading business periodicals and news sources
✓ Google alerts
✓ Attending trade/business conferences
✓ Site visits
✓ Staff meetings

(cont’d)
• Staying connected
✓ Scheduled meetings – monthly, quarterly, annually
✓ Social media
✓ News updates
✓ Making introductions
✓ Sending invitations
✓ Sharing insights, innovation and best practices

NURTURING ALLIANCE PARTNERS
• Co-branding and co-selling with other professional service advisors
• Assessing a good fit alliance partner
• Ensuring mutual benefit from alliance partner relationship

NURTURING ALLIANCE PARTNERS (cont’d)
• Investing in relationship building with an alliance partner
• Co-mingling offers and service delivery
• Expanding the alliance partner network

KEYS TO SUSTAINABLE AND PROFITABLE
GROWTH
• Organization and infrastructure
✓ Technology
✓ Operations
✓ Systems
• Leadership requirements
✓ Team
✓ Advisors
✓ Professional development

KEYS TO SUSTAINABLE AND PROFITABLE
GROWTH (cont’d)
• Recruiting/retaining talent
✓ Where to find talent
✓ Talent engagement
✓ Talent motivation
• Capital requirements
• Cash flow requirements
• Working on the business and working in the business

LESSONS LEARNED
• What would you do again the same
• What would you do again, only differently
• What would you not do again
• What additions would you make

ABOUT THE FACULTY
ADAM SCHLAGMAN
schlag@rcn.com
Adam Schlagman is a practicing lawyer who has served as Editor-in-Chief for LJN, the newsletter division of ALM (American Lawyer
Media) for more than 20 years. The specialty journals: The Bankruptcy Strategist, The Corporate Counselor, LJN’s Equipment Leasing
Newsletter, and Cybersecurity Law & Strategy provide practical information and guidance for practicing attorneys. The published articles
have been reproduced and cited in numerous other professional journals, legal memoranda and judicial opinions.
In addition to soliciting and editing articles by outside authors, Mr. Schlagman has also been responsible for writing content on a regular
basis. His contributions include: case summaries, trend articles, Q&A’s, legislative updates, legal analysis and product reviews. He has a
special ability to take highly complex and nuanced source material and digest it into a product that is informative, interesting and practical.
A general practice attorney, Mr. Schlagman focuses on consumer bankruptcy, criminal law, personal injury and general litigation.
Licensed in the Commonwealth of Pennsylvania and the Eastern District of Pennsylvania, Mr. Schlagman has handled an extremely wide
variety of cases in all stages of development, from pre-trial investigation through trial, both jury and non-jury. A graduate of Howard
University and Widener University School of Law, Mr. Schlagman lives in Bryn Mawr, Pennsylvania with his wife and daughter.

ABOUT THE FACULTY
HOLLY L. BAROCIO
hbarocio@growthplay.com
As a Principal Consultant with GrowthPlay, Holly helps lawyers leverage their natural business development strengths and find authentic approaches to growing their businesses. Holly is
an experienced business development coach and trainer who has worked in the legal industry for 13 years. She has partnered with numerous AmLaw 100 and 200 firms and regional
mid-size firms across the country helping attorneys master business development fundamentals. Prior to joining the GrowthPlay Team, Holly was the head of marketing and client
services for a Chicago-based law firm, where she led initiatives around business development, attorney coaching and client service interviews.
Holly currently serves on the board of the Legal and Professional Services Council and is co-chair of the Legal Marketing Association’s Diversity & Inclusion Committee. She is past
president of the Chicago Association of Legal Personnel Administrators, is a past judge for the Legal Marketing Association’s Your Honor Awards and is the former vice chair of
various NALP work groups. She is also board president of Rampage Women’s Ice Hockey and serves on the advisory board of Thriveosity. She regularly presents on business
development, professional branding and relationship building to organizations including the Legal Marketing Association, Legal and Professional Services Council, Association of Legal
Administrators, Professional Development Consortium, NALP, Northwestern Pritzker School of Law and the American Association of Law Libraries. Holly graduated from the
University of Michigan in Ann Arbor. She is a passionate ice hockey fan and player, home improvement DIYer and Chicago foodie.

ABOUT THE FACULTY
Jonathan Friedland is a Partner with Sugar Felsenthal Grais & Helsinger, LLP, with offices in Chicago and New York. Jonathan regularly
advises private funds in their M&A activity and private companies in their day-to-day affairs. Jonathan has extensive experience in guiding
companies and their boards through a variety of challenging situations, including in Chapter 11 and other insolvency regimes.
Jonathan graduated from the SUNY Albany, magna cum laude, in 1991 (after three years of study) and from the University of
Pennsylvania Law School in 1994. He clerked for a federal judge before entering private practice. He was an Adjunct Professor of
Strategic Management at the University of Chicago’s Graduate School of Business for several years and was the 2006 Clayton Center for
Entrepreneurial Law Visiting Professor of Business Law at the University of Tennessee College of Law. Jonathan has been profiled,
interviewed, and/or quoted in numerous publications, including Buyouts Magazine; Smart Business Magazine; The M&A Journal; Inside
Counsel; LAW360; BusinessWeek.com; The Bankruptcy Strategist; Dow Jones Daily Bankruptcy Review; Bankruptcy Court Decisions;
Dow Jones LBO Wire; and The Daily Deal. Jonathan is also lead author and editor of several significant treatises, several chapters in
other treatises, and hundreds of articles on law and business. Jonathan holds the highest possible rating from Martindale-Hubbell (AV®
Preeminent™) and AVVO (10/10), has been repeatedly recognized as an Illinois “superlawyer” in multiple areas of practice, including
Business/Corporate Law and Bankruptcy & Creditor/Debtor Rights, has been named several times as a “Leading Lawyer” by Leading
Lawyers Magazine, and has received several other similar distinctions. He is also the founder of DailyDAC/Financial Poise.
38© 2018 by DailyDAC, LLC d/b/a Financial Poise Webinars™
JONATHAN FRIEDLAND
jfriedland@sfgh.com

ABOUT THE FACULTY
RICHARD K. HELLERMAN
rkhellerman@hellermanlaw.com
Mr. Hellerman is a seasoned business litigation attorney, representing individuals and companies in a
wide range of business disputes ranging from breach of contract to emergent litigation arising out of
restrictive covenants to disputes between owners of closely held businesses. He has tried dozens of
cases in several states and has approximately 15 reported appellate opinions to his name. But in
addition to being a tenacious litigator, Mr. Hellerman takes his role as counselor very seriously, and
consistently counsels his clients to make the best and most reasonable decisions to achieve their goals,
which often results in avoidance of, or at least the scaling back of, litigation. He gained his training and
experience at a venerable Chicago law firm where he worked for almost a quarter century. He has
leveraged his skills through his solo firm, which has been in existence since 2013. He has been
honored as a Super Lawyer in Business Litigation for each year since 2014.

The material in this presentation is for general educational purposes only. It has been prepared
primarily for attorneys and accountants for use in the pursuit of their continuing legal education and
continuing professional education.
While Financial Poise is happy to make this PowerPoint freely available to all, the reader is
cautioned that it was created for use as part of a webinar that featured an extensive verbal discussion
of the topics addressed in the PowerPoint. It was not designed to be read by itself. Financial Poise
webinars can be purchased at www.financialpoise.com You may also receive offers for free webinars
by subscribing to Financial Poise's DACyak, a free weekly newsletter.
IMPORTANT NOTES

If you have any questions about this webinar that you did
not get to ask during the live premiere, or if you are watching this
webinar on demand, please don’t hesitate to email us at:
info@financialpoise.com
Please include the name of the webinar in your email,
and we will provide a response to your question.
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About Financial Poise™
www.financialpoise.com
DailyDAC LLC, d/b/a Financial Poise™ provides continuing education to
attorneys, accountants, business owners and executives, and investors. Its
websites, webinars, and books provide Plain English, entertaining,
explanations about legal, financial, and other subjects of interest to these
audiences.
43

Growing Your Practice (Series: The Business of Law and Accounting)

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