<b>Practice Building Skills:</b> The 30 Second Commercial: The Key to Differentiating Yourself from the Competition

Throughout your career, you will probably attend more than a few networking events, seminars, conferences, trade shows, and cocktail parties. How much thought have you given to how you will introduce yourself? How much time have you spent preparing your elevator pitch or 30 second commercial?

If you are like most other attorneys, you have not given much thought to how you introduce yourself. Try this exercise. Remember back to the last event that you attended. Think about the other attorneys that you met. How did they introduce themselves? If you can't remember, pay close attention to how your peers introduce themselves at the next event. Count how many introductions sound like this. 'My name is (insert name here) and I am with (insert firm here). We are a (either full service or boutique firm) and I practice in (specific area of the law).' The commercials may not sound exactly alike, but I promise that they will be very close.

I'd like you to think about something before we continue. If you were not an attorney, how would you be able to differentiate the lawyers in the room? Unless you were very experienced at working with law firms in the area, how would you be able to distinguish each attorney or firm?

Be An Expert '

The 30-second commercial is one way to differentiate you from the other attorneys. We suggest that our clients should look, sound, and feel different from all of their competitors. The attorneys that we train don't want to appear as if they are selling something, they want to be perceived as experts. The 30-second commercial is the technique that we teach to accomplish those goals. Our clients want to stand out from their competitors starting with their first impression.

When most attorneys introduce themselves, they talk about the features and benefits of working with them or their firm. They mention attributes such as: firm size, specialty, location, and services. Most describe themselves as experts in a particular field, service oriented, and the fact that they get results. Do you know anyone who would say something different? Honestly, how many of your colleagues would say, 'Our service is lousy, we really don't know what we are doing, paralegals will be working on your case, and we are going to charge you as much as we can get away with.' Everyone talks about his or her features and benefits, and why someone should work with them. The introductions are I-focused, not focused on the potential issues that could arise for clients. The easiest way to make a contact want to move onto the next conversation is to talk about you.

Our clients like to think of themselves as experts and problem solvers. They know that potential clients have issues that need to be resolved, and when attorneys utilize an effective 30-second commercial, they immediately present themselves as problem solvers and advisors. The 30-second commercial is not designed to close a new file or a new client. The 30-second commercial is designed to engage someone in conversation, and to gauge whether or not they have, or they know someone who may have, the types of problems or concerns that you help clients with. Think of a 30-second commercial the same way that someone seeking employment uses a resume. The resume does not immediately convert the applicant into an employee, but a good resume will interest a potential employer in having further conversations.

' And A Problem Solver

When our clients think about themselves as problems solvers, they find that prospects' issues fall into two different categories. The first category includes the reasons that someone hires an attorney. For family law attorneys, there may be a divorce or custody issue. For M&A attorneys, a business may be ready to be bought or sold. The second category can be trickier to talk about. Many attorneys have gotten work because someone was unhappy with another attorney, or with another law firm. The second category of problems that our clients solve is problems that arise when someone is unhappy with their current law firm. Issues that come up can include but are not limited to: clients frustrated with the way that their current firm provides follow up, concerned because each time a new file comes up a different attorney is working on the case, disappointed because they don't feel like they are getting value for the money they are paying. All of these issues are real concerns that companies have about their law firms. When our clients introduce themselves, they often mention how they are able to help clients with these issues.

The key to the 30-second commercial is to focus on the needs of the person with whom you are speaking. Before you talk about yourself, ask the prospect about them. Try to determine what they do and what their interests are. If you are able to uncover information about the person you are speaking with, you can provide a more targeted 30-second commercial. Attorneys for multi-discipline firms can talk about a variety of issues. Unless you have some information on the person you are talking to, it is difficult to determine which commercial is the best fit. A start-up company has different needs than an established company; an IT company can have different issues than a manufacturing firm. The key is to understand the needs of the person that you are speaking to, and then address the needs.

When you present your 30-second commercial, the key is to move beyond the preliminary introduction and have a productive conversation. If someone is interested in one of the issues that you present, ask probing questions. Don't attempt to sell!!!! If there are issues that you can help with, ask to follow up at a later time.

The 30-second commercial can be as effective with a referral as it is at a networking event. If someone asks, 'what do you do' or 'how are you different' the 30-second commercial is a great way to start the conversation. Utilize the 30-second commercial and you will differentiate yourself from other attorneys and you will be able to start productive conversations with prospects that will lead to more business.

Throughout your career, you will probably attend more than a few networking events, seminars, conferences, trade shows, and cocktail parties. How much thought have you given to how you will introduce yourself? How much time have you spent preparing your elevator pitch or 30 second commercial?

If you are like most other attorneys, you have not given much thought to how you introduce yourself. Try this exercise. Remember back to the last event that you attended. Think about the other attorneys that you met. How did they introduce themselves? If you can't remember, pay close attention to how your peers introduce themselves at the next event. Count how many introductions sound like this. 'My name is (insert name here) and I am with (insert firm here). We are a (either full service or boutique firm) and I practice in (specific area of the law).' The commercials may not sound exactly alike, but I promise that they will be very close.

I'd like you to think about something before we continue. If you were not an attorney, how would you be able to differentiate the lawyers in the room? Unless you were very experienced at working with law firms in the area, how would you be able to distinguish each attorney or firm?

Be An Expert '

The 30-second commercial is one way to differentiate you from the other attorneys. We suggest that our clients should look, sound, and feel different from all of their competitors. The attorneys that we train don't want to appear as if they are selling something, they want to be perceived as experts. The 30-second commercial is the technique that we teach to accomplish those goals. Our clients want to stand out from their competitors starting with their first impression.

When most attorneys introduce themselves, they talk about the features and benefits of working with them or their firm. They mention attributes such as: firm size, specialty, location, and services. Most describe themselves as experts in a particular field, service oriented, and the fact that they get results. Do you know anyone who would say something different? Honestly, how many of your colleagues would say, 'Our service is lousy, we really don't know what we are doing, paralegals will be working on your case, and we are going to charge you as much as we can get away with.' Everyone talks about his or her features and benefits, and why someone should work with them. The introductions are I-focused, not focused on the potential issues that could arise for clients. The easiest way to make a contact want to move onto the next conversation is to talk about you.

Our clients like to think of themselves as experts and problem solvers. They know that potential clients have issues that need to be resolved, and when attorneys utilize an effective 30-second commercial, they immediately present themselves as problem solvers and advisors. The 30-second commercial is not designed to close a new file or a new client. The 30-second commercial is designed to engage someone in conversation, and to gauge whether or not they have, or they know someone who may have, the types of problems or concerns that you help clients with. Think of a 30-second commercial the same way that someone seeking employment uses a resume. The resume does not immediately convert the applicant into an employee, but a good resume will interest a potential employer in having further conversations.

' And A Problem Solver

When our clients think about themselves as problems solvers, they find that prospects' issues fall into two different categories. The first category includes the reasons that someone hires an attorney. For family law attorneys, there may be a divorce or custody issue. For M&A attorneys, a business may be ready to be bought or sold. The second category can be trickier to talk about. Many attorneys have gotten work because someone was unhappy with another attorney, or with another law firm. The second category of problems that our clients solve is problems that arise when someone is unhappy with their current law firm. Issues that come up can include but are not limited to: clients frustrated with the way that their current firm provides follow up, concerned because each time a new file comes up a different attorney is working on the case, disappointed because they don't feel like they are getting value for the money they are paying. All of these issues are real concerns that companies have about their law firms. When our clients introduce themselves, they often mention how they are able to help clients with these issues.

The key to the 30-second commercial is to focus on the needs of the person with whom you are speaking. Before you talk about yourself, ask the prospect about them. Try to determine what they do and what their interests are. If you are able to uncover information about the person you are speaking with, you can provide a more targeted 30-second commercial. Attorneys for multi-discipline firms can talk about a variety of issues. Unless you have some information on the person you are talking to, it is difficult to determine which commercial is the best fit. A start-up company has different needs than an established company; an IT company can have different issues than a manufacturing firm. The key is to understand the needs of the person that you are speaking to, and then address the needs.

When you present your 30-second commercial, the key is to move beyond the preliminary introduction and have a productive conversation. If someone is interested in one of the issues that you present, ask probing questions. Don't attempt to sell!!!! If there are issues that you can help with, ask to follow up at a later time.

The 30-second commercial can be as effective with a referral as it is at a networking event. If someone asks, 'what do you do' or 'how are you different' the 30-second commercial is a great way to start the conversation. Utilize the 30-second commercial and you will differentiate yourself from other attorneys and you will be able to start productive conversations with prospects that will lead to more business.