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<b><i>The Voice of the Client:</i></b> Speak Up to Boost Your Marketing Profile
Over the last 15 years, my colleagues and I have coached nearly 1,000 attorneys to improve their performance in business development and client retention. We always begin the process by surveying the participants to determine their business development “persona” and to identify specific challenges they may have. We also ask what they would like to learn and which area of business development particularly appeals to them.
One of the most frequent responses is frustration about making better use of a speaking engagement. Typically, attorneys have commented, “I have given many speeches but haven't generated any business. What am I doing wrong?”
There is no substitute for a skilled presenter or speaker who can convey a complex idea simply and succinctly. Trade groups, Chambers of Commerce, industry conferences and other organizations are frequently in need of a speaker to motivate and educate their members. It is important to remember that your role is to inform, not to sell your services. Demonstrate your expertise on a specific topic and you will be remembered. Push too hard to sign a new client and you will be dismissed.
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