Essential Business Development Activities for Law Firm Growth
Top Activities to Win New Clients
Prepared by The BTI Consulting Group for Hellerman Baretz Communications
© 2009 The BTI Consulting Group, Inc.
Personal Knowledge Activities Referral from a Peer
Introductory Meeting
Credentialing Activities Quoted as an Expert in the Media
Presenting at a Seminar
Practicing at a Well-Regarded Firm
Authoring a Trade Press Article
Awareness Activities Speaking at an Event
Featured Subject in an Article
Advertising
Casual Meeting
BTI's study asked corporate counsel to rate the ten major attorney development activities on their effectiveness in distinguishing an attorney in a positive way, based upon their impact on consideration for hire. The two highest ranking activities were referral from a peer and an in-person scheduled meeting.
The Top Two Activities to Gaining New Clients
The referral from a peer speaks for itself. The introductory meeting as a top method of retaining new clients can provide the opportunity for attorneys to differentiate themselves.
Attorneys who "get in the door" for an in-person meeting can demonstrate an ability to solve client problems and to understand prospective client needs. (Interesting, the BTI survey found that approximately 90% of attorneys do not follow-up enough times to secure the first meeting.)
Once attorneys obtain a scheduled in-person meeting, they can distinguish themselves by sharing third party evidence of their value through client testimonials, reprints of articles in which they were quoted or referenced, reprints of bylined articles.
Credentialing Activities
Attorneys quoted in respected publications get noticed by corporate counsel. Clients perceive reputable media outlets as being capable of identifying attorneys with the greatest expertise.
Seminar appearances that address emerging topics of relevance to clients' businesses cause attorneys to differentiate themselves in almost the same manner as in-person introductory meetings. BTI research found that attorney speakers who "dig deep for anecdotes or use onsite polling to identify important issues facing prospective clients" will do best.
Attorneys who publish articles and Q&As in respected trade publications are perceived by clients as having extensive knowledge on a specific subject.
The BTI Survey revealed that activities in all the categories have a powerful cumulative effect (the effect of integrated marketing). Repeating these activities strengthens the "credentialing" force and moves the attorney closer to the hiring zone. For example, BTI research showed that the impact of being quoted as an expert three or more times approaches the credentialing power of a single peer referral.
Prepared by The BTI Consulting Group for Hellerman Baretz Communications
© 2009 The BTI Consulting Group, Inc.
Personal Knowledge Activities Referral from a Peer
Introductory Meeting
Credentialing Activities Quoted as an Expert in the Media
Presenting at a Seminar
Practicing at a Well-Regarded Firm
Authoring a Trade Press Article
Awareness Activities Speaking at an Event
Featured Subject in an Article
Advertising
Casual Meeting
BTI's study asked corporate counsel to rate the ten major attorney development activities on their effectiveness in distinguishing an attorney in a positive way, based upon their impact on consideration for hire. The two highest ranking activities were referral from a peer and an in-person scheduled meeting.
The Top Two Activities to Gaining New Clients
The referral from a peer speaks for itself. The introductory meeting as a top method of retaining new clients can provide the opportunity for attorneys to differentiate themselves.
Attorneys who "get in the door" for an in-person meeting can demonstrate an ability to solve client problems and to understand prospective client needs. (Interesting, the BTI survey found that approximately 90% of attorneys do not follow-up enough times to secure the first meeting.)
Once attorneys obtain a scheduled in-person meeting, they can distinguish themselves by sharing third party evidence of their value through client testimonials, reprints of articles in which they were quoted or referenced, reprints of bylined articles.
Credentialing Activities
Attorneys quoted in respected publications get noticed by corporate counsel. Clients perceive reputable media outlets as being capable of identifying attorneys with the greatest expertise.
Seminar appearances that address emerging topics of relevance to clients' businesses cause attorneys to differentiate themselves in almost the same manner as in-person introductory meetings. BTI research found that attorney speakers who "dig deep for anecdotes or use onsite polling to identify important issues facing prospective clients" will do best.
Attorneys who publish articles and Q&As in respected trade publications are perceived by clients as having extensive knowledge on a specific subject.
The BTI Survey revealed that activities in all the categories have a powerful cumulative effect (the effect of integrated marketing). Repeating these activities strengthens the "credentialing" force and moves the attorney closer to the hiring zone. For example, BTI research showed that the impact of being quoted as an expert three or more times approaches the credentialing power of a single peer referral.