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<b><i>Leadership:</i></b> Never Lose Heart: Appreciating the Human
Much of what we learn at the many legal marketing conferences and programs we attend addresses the challenges of competition, innovation, change management and data analytics. Add to that the threat of Artificial Intelligence and myriad alternative legal service providers.
These are all important and relevant topics. Yet we are especially challenged, on a core level, in persuading lawyers and law firm leaders to implement the best practices and innovative business development ideas legal marketers propose to them. This is particularly noticeable in the context of motivating so-called sales activities.
I have previously authored numerous articles and books about re-framing the concept of “sales,” from an act of intrusion to “an act of service,” to motivate lawyers to engage in more client development efforts. Since that approach seemed to find some traction, it prompted me to consider that maybe we should bring a little more humanity into the legal profession.
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