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Jump-Starting Business Development After Living in a Socially Distant World
COVID-19 presents unprecedented personal and professional challenges both to every individual around the globe. The American economy has come very close to a full stop and almost every business now finds itself in a difficult position financially and operationally. The legal industry was not spared, and law firms of all shapes and sizes are feeling their way through a contracting marketplace. With the occasional exception, lawyers are confronted by their clients' shrinking legal budgets and facing the fact that their own daily business activities look dramatically different than just a few short months ago. But don't despair, history shows us that Americans are a resilient bunch.
As leaders slowly pave ways to restart the economy, lawyers and law firms are looking for the safest route to getting back to work supporting clients who are trying to do the same. At the center of these discussions, an important quandary is brewing: How do we go back to conducting productive business without seeming callous to the harsh realities many people are experiencing? This is an important question that needs careful consideration since getting back to the office will not happen overnight and people will continue to struggle with loss for a very long time.
The good news? There is a critical and accessible platform to help lawyers balance economic recovery with humanity: marketing communications and business development. Lawyers can employ carefully crafted marketing communications messages delivered through targeted, meaningful business development activities. Law firms and lawyers have an opportunity to jumpstart the business of law by using well thought-out initiatives that are client-focused and administered with a genuine human touch.
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