2011 Asia Pacific Regional Meeting Presentation


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  • For over six years, the ILN has brought you great information on marketing and business development. Now, we’re bringing you our five hot tips – these are all short takeaways that you can use to rev up your practice.
  • Robert Collier said that “Success is the sum of small efforts, repeated day in and day out.”
  • For the last six years, I’ve given you suggestions on
  • …how to launch social media efforts,
  • …implementing differentiation,
  • …increasing the value of your ILN membership,
  • …and growing…
  • …your relationships.
  • In the past year, we’ve discovered…
  • …five hot tips for business and client development
  • The first hot tip is: Treat your clients as king.
  • Your clients deserve to be treated like royalty. Deliver WOW to your clients by meeting their needs, not yours.
  • Clients want to know what you can do for them and the steps they need to follow to take action.
  • Give them those things in a clear, easily understandable way…
  • …and you will undoubtedly find favor with the king.
  • The second tip is: Spread ideas and move people through social media.
  • It can sound like a lot of what’s out there is just noise.
  • But you can be out there, sharing your message
  • Think like your clients, and provide them with the message that is most useful to them.
  • You are not using social media to talk AT people. You are there to talk WITH people.
  • When using social media, listen first, and never stop listening.
  • Be authentic and vulnerable.
  • Share stories with your audience, ask questions, provide value for free, engage with them.
  • The next tip is: Have a plan.
  • Unfortunately, you need more than one plan – you need a client development plan, a crisis communication plan, and a social media plan. This may seem like overkill, but, when you take the time to plan, the efforts that you expend executing these plans will be MUCH more efficient and targeted.
  • Your client development plan should be a written one with written goals. For more detail on the questions you need to ask yourself to develop this plan and how to execute it, please see the blog post included in your conference book re-capping Cordell Parvin’s webinar on Client Development 101.
  • It’s also advisable for your firm to have a crisis communication plan – either for a crisis such as Hurricane Katrina and the effects on the local firms, or for a communications crisis, such as the one that recently took place online with Kenneth Cole’s classless comments about his spring line and the crisis in Egypt.
  • Don’t be afraid to have a plan – these days, pretty much everything is predictable. For more information on crisis planning, see my post from the Kenneth Cole scandal included in your conference books, referencing Harry Rhulen’s presentation at the Scottsdale conference in 2007.
  • And, you need a social media plan, if you’re using social media. The reason that this is beneficial is because social media CAN be a time suck. If you have a plan, your social media efforts are targeted to the places that your clients are, and they’re more efficient and effective. That way, you don’t end up like this woman. If you’re not sure where to start with a social media plan, you can check out our blog for some samples, I’d be happy to work with you, or you may want to consider a consultant to help you set your goals.
  • Tip number 4: Practice marketing, not decoration.
  • You may be wondering what I mean by “decoration.”
  • Things can look pretty, and sound good coming from designers, but are they just window dressing?
  • Whenever you’re marketing your firm, make sure you know the one thing that sets you apart, differentiates you. Don’t be distracted by what looks pretty. Understand your audience, constantly communicate your benefits and keep the focus on the service you’re offering, and be memorable. These lessons are illustrated in my review of the American Superbowl commercials on the blog – the good, the bad, and the ugly. You may wonder what the products showcased during the Superbowl have to do with your firms, but we can learn a lot from what other industries are doing well, and what they’re not doing well. Advertising is also just an extension of larger marketing efforts, so you don’t have to advertise to learn the lessons that they’re expressing.
  • The last tipis: Cultivate healthy relationships. This is another tip I’m sure you already know, but it’s an important one so I like to repeat it.
  • As members of the ILN, you know this one already from working on your relationships at conferences and industry events, which leads to business.
  • But the one thing I’ve been hearing over and over in 2011 from the legal industry is that clients hire lawyers….
  • …not law firms.
  • So with that being the case, you need to develop relationships with your clients and potential clients, not just do good work for them.
  • There are a LOT of ways that you can do this.
  • So figure out what works best for you, and your clients.
  • So those are the tips.
  • But the question remains—Why bother with any of these things?
  • Why not do it the way you are used to?
  • The answer is simple. Because everyone else does it that way, too. You need to stand apart and be different.
  • When you apply these tips,
  • and keep your clients’ needs top of mind,
  • You will change the world. (Well, at least your part of the world.)
  • Lots of thanks to Duarte, who designed the template for this presentation.
  • 2011 Asia Pacific Regional Meeting Presentation

    1. 1. For over six years, the ILN has brought you great information on marketing & business development.<br />Now we bring you… <br />FIVE HOT TIPS FOR BUSINESS/CLIENT DEVELOPMENT<br />
    2. 2.
    3. 3.
    4. 4.
    5. 5.
    6. 6.
    7. 7.
    8. 8.
    9. 9. HOT TIPS<br />5<br />
    10. 10. HOT TIPS<br />5<br />FOR<br />AND<br />BUSINESS<br />DEVELOPMENT<br />CLIENT<br />
    11. 11. TREAT<br />YOUR<br />CLIENTS<br />KING<br />AS<br />
    12. 12.
    13. 13. THE<br />THE<br />WHAT<br />WHAT<br />STEPS<br />STEPS<br />YOU<br />YOU<br />THEY<br />NEED<br />TO<br />THEY<br />NEED<br />TO<br />FOLLOW<br />FOLLOW<br />CAN<br />DO<br />FOR<br />CAN<br />DO<br />FOR<br />THEM<br />THEM<br />TO<br />TAKE<br />TO<br />TAKE<br />ACTION<br />ACTION<br />
    14. 14. $<br />
    15. 15.
    16. 16. SPREAD<br />2<br />IDEAS<br />AND<br />MOVE<br />PEOPLE<br />THROUGH SOCIAL MEDIA<br />
    17. 17. BLAH<br />FACEBOOK<br />BLOGS<br />TWITTER<br />BLAH<br />LINKEDIN<br />BLAH<br />
    18. 18.
    19. 19.
    20. 20. AT<br />WITH<br />PEOPLE<br />
    21. 21.
    22. 22.
    23. 23.
    24. 24. HAVE<br />A<br />3<br />PLAN<br />
    25. 25.
    26. 26. GOAL<br />GOAL<br />GOAL<br />
    27. 27. Crisis Communication <br />Planning:<br /><ul><li>Predict
    28. 28. Plan
    29. 29. Perform</li></li></ul><li>Crisis Communication <br />Planning:<br /><ul><li>Predict
    30. 30. Plan
    31. 31. Perform</li></li></ul><li>
    32. 32. 4<br />PRACTICE<br />MARKETING<br />DECORATION<br />NOT<br />
    33. 33.
    34. 34.
    35. 35. understand your<br />AUDIENCE<br />communicate<br />BENEFITS<br />differentiator<br />be<br />MEMORABLE<br />
    36. 36. 5<br />CULTIVATE<br />HEALTHY<br />RELATIONSHIPS<br />
    37. 37.
    38. 38. Clients<br />Hire<br />Lawyers<br />
    39. 39. not<br />law<br />firms<br />
    40. 40. clients<br />lawyers<br />hire<br />
    41. 41. clients<br />lawyers<br />hire<br />
    42. 42. clients<br />lawyers<br />hire<br />
    44. 44.
    45. 45.
    46. 46.
    47. 47. HOT TIPS<br />5<br />
    48. 48.
    49. 49.
    50. 50. www.duarte.com<br />