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Breakthrough Thinking: How to Discover and Drive Motivation in Business Development and Lead Attorneys to Greater Prosperity
Why are some lawyers successful in generating a healthy client base and others struggle? Despite all the strategic planning CMOs may devote to individual attorney coaching and training, it is often not enough to support the lawyer client in connecting the dots of relationship building, reputation enhancing and contact management over the course of a career to make a remarkable difference.
In my years of working with and for law firms, first as an in-house CMO, and since 2008 as a business owner of a legal marketing advisory firm, I have searched for the proverbial carrot that will motivate and propel lawyer clients to “drink the kool aid” of taking a “consistent, persistent massive amounts of action over a prolonged period of time” approach to building a prosperous business.
No matter how many ways I have sliced and diced the non-negotiable marketing tactics, which must be in play, I've returned to the same conclusion: the lawyer must be motivated to make this happen for him- or herself, for it is only then that they will prioritize and carve out the time that is required. And, let's not sugarcoat it: Building a prosperous business requires a substantial time commitment over many years, even decades, to truly realize the fruits of their labor.
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