|
To get maximum marketing value from an open house or
holiday party—the most expensive business development
efforts in which most law firms engage—hold an
all-attorney meeting several days before to review which
clients and referral sources will be attending.
At this meeting, have each lawyer (quickly) explain
the nature of their client’s business operations,
what they know of the client’s business plan,
the services that the firm provides the client, and
what additional services the firm might offer. A client
you have defended in litigation for many years may have
decided to expand regionally and need help with transactions,
or be facing management succession issues and need tax
and estate planning.
If the need for additional services is on the horizon,
make it a priority to introduce a new lawyer who can
help the existing client at your event. (Warning: make
sure the new lawyer studies the client—do a Google
search, at a minimum before the event. This will ensure
the lawyer can demonstrate knowledge of the client’s
industry, competition and operations.)
When you are done with this meeting, expect that a
few prime cross-selling opportunities will have been
identified. Most important, your lawyers will know the
firm’s clients better than ever and understand
what they do and what the firm does for them. That knowledge
will help everyone market the firm not only at your
open house or holiday party, but all year long.
(Don’t focus just on potential clients. Referrals
sources are part of this same equation—discuss
them at your pre-event meeting and make efforts to cross-sell
them, as well.)
Top
Bob Weiss is a law firm marketng consultant
with a national practice based in Denver. He is president
of Alyn-Weiss Marketing/Public Relations, Inc. and can
be reached at 303-298-1676 or weiss@prdenver.com.
|
