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Client Development
for 2014 and Beyond

Cordell M. Parvin

http://www.cordellparvin.com

!1
What Can We Learn From the Superbowl?

!2
What Can We Learn From the Superbowl?

!3
Three Stories About Tools

!4
!5
!6
!7
AGC of America

!8
Principles of Client Development

Getting Hired
Trust and Rapport
Client Meetings
Recommendations
Relationships

Reputatio...
Four Eras of Client Development
1. Do Good Work
2. Unsolicited Contact
3. Websites / Branding

!10
Traditional Lawyer Client Development

“Push-Tactic”
!11
Client Development Has Changed

Clients Have More Choices, Less Time
!12
Client Development Has Changed

You Have Less Time
!13
What Has Changed?
Clients
Economy
Technology

!14
Marketing Guru

Seth Godin

!15
!16
Remarkable
!

Extraordinary
!

Memorable

!17
Lawyer Client Development Today

Today it’s who knows
It’s not whatyou know,
who you know,
what you know

!18
Client Development in 2014

“Pull-Tactic”
!19
Where to Start

!20
Client Development for 2014

Identify Clients’ Problems,
Opportunities and Changes

!21
Client Development for 2014

Draw Clients to You by Identifying
Problems and Providing Creative Solutions

!22
Client Development for 2014

Become Visible & Credible to Target Market
!23
Client Development for 2014

Define Your Target Market

!24
Client Development for 2014

Decide What You Want Target
Market to Hire You to Do?

!25
Client Development for 2014

Become Visible and
Credible by Adding Value

!26
Client Development for 2014

Join, Lead, Speak Client
Organizations

!27
Client Development for 2014

Determine Your Best Referral Sources

!28
Client Development for 2014

1. Create Valuable
Content
2. Present/Write Well
!29
Client Development for 2014

3. Distribute Widely

!30
Weak Tie Reach

Strong-Tie Buzz

Weak-Tie Buzz
!31
Weak Tie Buzz

2014
Geometrically Expanded by Social Media
!32
Planning: The First Tool

!33
Successful Lawyers

Think Optimistically and Plan Purposefully!34
Why Have a Plan?

Energy

Time

Most Important Resources

!35
Why Have a Plan?

!36
Planning: Step 1

What is an Incredibly Ambitious Goal
That Will Energize You?

!37
Planning: Step 2
Decide on How Many Hours to Invest
100 Administrative
___Client Development
___ Your Development

!38
Planning: Step 2

Reputation / Profile

Relationship Building
!39
Planning- Step 2
Create a Plan With Goals

!40
Planning- Step 2

Plan Using Your
Strengths

!41
Your 2014 Plan

Develop
Your Action
Steps

!42
Prioritization Matrix
High Return / Low Investment! High Return / High Investment!
!
!

Do first and do often

!

Break dow...
How to Execute on Your Plan

Break Down to 90 Days Actions
!44
How to Execute on Your Plan

Identify, Plan and Schedule Activities Each Week
!45
How to Execute on Your Plan

Partner for Accountability
!46
How to Execute on Your Plan

Keith
McMurdy

Partner for Accountability
!47
Reputation Building

Become Visible and Credible

!48
Reputation Building: Old Tools
Website Bio
Bar and Community
Service
Writing
Speaking

!49
Writing - Old Tools

!50
Writing - Old Tools

!51
!52
WRITING:
New
Tools
!53
Social Media

Jackie Huba
!54
!55
Examples

!56
Blog

Seth Godin

!57
!58
Guides

How To

!59
Old Tool

Jennifer Keller

!60
New Tool

!61
SPEAKING

!62
Speaking: Old Style Power Point Slides

!63
Compliance Programs
• Goal: self-policing and changing the corporate culture to
include a commitment to ethics and complia...
Compliance Programs, continued
• The compliance program must be designed to catch the most
likely misconduct given the cor...
NNew

Style Power Point/Keynote Slides

!66
The Internet

How has the internet changed client
development?

!67
Old School/New School

!68
Wine and Social Media Guru

Gary Vaynerchuk

!69
!70
How to Make the Internet Work

Find and
Distribute
Valuable
Content

!71
Interact
Connect
Disseminate
Organize
Locate

!72
Third Essential Point

3. Use Internet for
Wide Distribution

!73
Think Outside the Box

!74
Internet Radio

!75
Webinars

!76
Video

!77
Online Video Presentations

!78
Podcast

!79
What Are You Going to Do Now?

!80
What Now?
Plan with Goals
Accountability
Become Visible and Credible
Use New and Old Tools
Repeat Above

!81
Client Development
for 2014 and Beyond

Cordell M. Parvin

http://www.cordellparvin.com

!82
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Collin County Bar Association Client Development 2014 and Beyond

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This presentation is for small firm and solo lawyers 5th Annual Law Practice Management seminar, “Making Your Practice Work!”

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Collin County Bar Association Client Development 2014 and Beyond

  1. 1. Client Development for 2014 and Beyond Cordell M. Parvin
 http://www.cordellparvin.com !1
  2. 2. What Can We Learn From the Superbowl? !2
  3. 3. What Can We Learn From the Superbowl? !3
  4. 4. Three Stories About Tools !4
  5. 5. !5
  6. 6. !6
  7. 7. !7
  8. 8. AGC of America !8
  9. 9. Principles of Client Development Getting Hired Trust and Rapport Client Meetings Recommendations Relationships Reputation / Profile Credibility Visibility Weak Ties
  10. 10. Four Eras of Client Development 1. Do Good Work 2. Unsolicited Contact 3. Websites / Branding !10
  11. 11. Traditional Lawyer Client Development “Push-Tactic” !11
  12. 12. Client Development Has Changed Clients Have More Choices, Less Time !12
  13. 13. Client Development Has Changed You Have Less Time !13
  14. 14. What Has Changed? Clients Economy Technology !14
  15. 15. Marketing Guru Seth Godin !15
  16. 16. !16
  17. 17. Remarkable ! Extraordinary ! Memorable !17
  18. 18. Lawyer Client Development Today Today it’s who knows It’s not whatyou know, who you know, what you know !18
  19. 19. Client Development in 2014 “Pull-Tactic” !19
  20. 20. Where to Start !20
  21. 21. Client Development for 2014 Identify Clients’ Problems, Opportunities and Changes !21
  22. 22. Client Development for 2014 Draw Clients to You by Identifying Problems and Providing Creative Solutions !22
  23. 23. Client Development for 2014 Become Visible & Credible to Target Market !23
  24. 24. Client Development for 2014 Define Your Target Market !24
  25. 25. Client Development for 2014 Decide What You Want Target Market to Hire You to Do? !25
  26. 26. Client Development for 2014 Become Visible and Credible by Adding Value !26
  27. 27. Client Development for 2014 Join, Lead, Speak Client Organizations !27
  28. 28. Client Development for 2014 Determine Your Best Referral Sources !28
  29. 29. Client Development for 2014 1. Create Valuable Content 2. Present/Write Well !29
  30. 30. Client Development for 2014 3. Distribute Widely !30
  31. 31. Weak Tie Reach Strong-Tie Buzz Weak-Tie Buzz !31
  32. 32. Weak Tie Buzz 2014 Geometrically Expanded by Social Media !32
  33. 33. Planning: The First Tool !33
  34. 34. Successful Lawyers Think Optimistically and Plan Purposefully!34
  35. 35. Why Have a Plan? Energy Time Most Important Resources !35
  36. 36. Why Have a Plan? !36
  37. 37. Planning: Step 1 What is an Incredibly Ambitious Goal That Will Energize You? !37
  38. 38. Planning: Step 2 Decide on How Many Hours to Invest 100 Administrative ___Client Development ___ Your Development !38
  39. 39. Planning: Step 2 Reputation / Profile Relationship Building !39
  40. 40. Planning- Step 2 Create a Plan With Goals !40
  41. 41. Planning- Step 2 Plan Using Your Strengths !41
  42. 42. Your 2014 Plan Develop Your Action Steps !42
  43. 43. Prioritization Matrix High Return / Low Investment! High Return / High Investment! ! ! Do first and do often ! Break down into smaller pieces Low Return / Low Investment! Low Return / High Investment! ! ! Do when you have time Say NO graciously! !43
  44. 44. How to Execute on Your Plan Break Down to 90 Days Actions !44
  45. 45. How to Execute on Your Plan Identify, Plan and Schedule Activities Each Week !45
  46. 46. How to Execute on Your Plan Partner for Accountability !46
  47. 47. How to Execute on Your Plan Keith McMurdy Partner for Accountability !47
  48. 48. Reputation Building Become Visible and Credible !48
  49. 49. Reputation Building: Old Tools Website Bio Bar and Community Service Writing Speaking !49
  50. 50. Writing - Old Tools !50
  51. 51. Writing - Old Tools !51
  52. 52. !52
  53. 53. WRITING: New Tools !53
  54. 54. Social Media Jackie Huba !54
  55. 55. !55
  56. 56. Examples !56
  57. 57. Blog Seth Godin !57
  58. 58. !58
  59. 59. Guides How To !59
  60. 60. Old Tool Jennifer Keller !60
  61. 61. New Tool !61
  62. 62. SPEAKING !62
  63. 63. Speaking: Old Style Power Point Slides !63
  64. 64. Compliance Programs • Goal: self-policing and changing the corporate culture to include a commitment to ethics and compliance with civil and criminal laws. • Double-edged sword: if a crime is committed in the face of a compliance program, it may suggest that the company is not truly committed to changing its corporate culture.
  65. 65. Compliance Programs, continued • The compliance program must be designed to catch the most likely misconduct given the corporation's primary business. • Whether the program is adequately designed for maximum effectiveness in preventing and detecting wrongdoing by employees; • Whether corporate management is enforcing the program or is it tacitly encouraging or pressuring employees to engage in misconduct to achieve the business objectives; and • Investigators will interview rank-and-file employees to determine the effectiveness of and commitment to the ethics/ compliance program. • Is there an audit function so that the corporation can determine its effectiveness?
  66. 66. NNew Style Power Point/Keynote Slides !66
  67. 67. The Internet How has the internet changed client development? !67
  68. 68. Old School/New School !68
  69. 69. Wine and Social Media Guru Gary Vaynerchuk !69
  70. 70. !70
  71. 71. How to Make the Internet Work Find and Distribute Valuable Content !71
  72. 72. Interact Connect Disseminate Organize Locate !72
  73. 73. Third Essential Point 3. Use Internet for Wide Distribution !73
  74. 74. Think Outside the Box !74
  75. 75. Internet Radio !75
  76. 76. Webinars !76
  77. 77. Video !77
  78. 78. Online Video Presentations !78
  79. 79. Podcast !79
  80. 80. What Are You Going to Do Now? !80
  81. 81. What Now? Plan with Goals Accountability Become Visible and Credible Use New and Old Tools Repeat Above !81
  82. 82. Client Development for 2014 and Beyond Cordell M. Parvin
 http://www.cordellparvin.com !82

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