What are these obstacles? This is the third in a five part series outlining the obstacles to business development in most firms.
Obstacle Three –Failure to adhere to a consistent and productive sales routine
Most law firms today lack the performance standards to guide the growth of the firm. There is a wide variety of client development and marketing activities, each with varying degrees of effectiveness. But firms tend to equate all activity as mutually beneficial. As such, attorneys are allowed to focus on low payoff activities such as calling on the wrong people, not preparing for the sales call, participating in value starved community activities or consistently calling on the same low revenue clients. In other words, attorneys are allowed to confuse activity with productivity.
Law firms and attorneys rarely follow a consistent sales routine which pre-qualifies prospects, plans the client development strategy, researches the competitive and organizational conditions of the prospect, and implements business partnership building processes. They tend to react to opportunities as they arise whether or not they present a meaningful opportunity. What’s more, they cocoon in their comfort zones of conference attendance, cocktail parties and concerts and rarely work to optimize their sales processes to generate bankable results. And firms, starved for anyone willing to do any kind of client development, chalk ineffective activity up as comparative progress under the guise of ‘relationship building’. But in fact, these activities are friendship building activities, not business partnership building activities.
If I can help you alleviate the obstacles to business development in your firm, call Eric Dewey at 502.693.4731. You'll find that I am an eager resource and that it costs nothing to talk.