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Although this dynamic is changing, external business development activity at most law firms remain the sole responsibility of the firm's lawyers. The vast majority of firms, with a few exceptions, do not have experienced sales professionals on staff and deployed into the marketplace. As such, the lawyers continue to be relied upon to be the “sales force.” Given that lawyers are not sales professionals and only spend a small amount of their time focused on business development, and given that they already have a full-time job, it's important to keep the business development approach as simple as possible. Some ideas related to keeping it simple follow:
Talking the Talk?
A common theme that I've heard over the years, both as a chief marketing officer and in my current role as consultant, is that marketing professionals use a lot of marketing “jargon” as a natural part of their interaction with the lawyers. The more that you can reference real-life examples of success and lessons learned as you coach the lawyers, the more responsive they will be.
Using marketing terminology as you provide guidance to the lawyers only serves to confuse and, in many cases, frustrate them, minimizing their inclination to be “return customers” and removing any chances that they'll “tell their friends” about what a repository of meaningful knowledge the marketing department is. So, limit your use of the marketing buzzwords to the lawyers who are only the most advanced business developers and with your marketing and business development professionals.
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