Tuesday, April 23, 2013

Tune Up Sign 4: Random Acts of Marketing

You can characterize the client development efforts of your non-rainmaker partners as ‘random acts of lunch, travel and chicken dinners’.

What does this indicate?

If true, this indicates an underdeveloped understanding in the firm as to which activities are the most productive initiatives in which the firm should participate. It may also indicate a lack of focus or decision making accountability, compensation systems which reward business development activity more so than results, or a lack of business development training.

Optimizing business development in law firms begins with ensuring the activities undertaken make sense, are fully optimized to ensure their effectiveness and likely to produce results. Activities as basic as attending conferences, public speaking and sponsorships, among others, all have strategies which can improve their effectiveness. Basic instruction in how to maximize these activities can pay off handsomely down the road.

This is the fourth in a ten part series explaining signs that indicate that your firm or personal marketing program could use a tune up.

Tomorrow: What does 'kissing up, kicking down' indicate?
As always, if I can help you fix the ‘knocks’ in your business development, give Eric a call at 502-693-4731. You’ll find that I am an eager resource and that it costs nothing to talk.

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