BUILDING YOUR BOOK: THE NUTS AND BOLTS OF BUSINESS DEVELOPMENT Presented by the American Bar Association and Center for Professional Development
American Bar Association Center for Professional Development 321 North Clark Street, Suite 1900 Chicago, IL 60654-7598 www.americanbar.org/cle 800.285.2221 CDs, DVDs, ONLINE COURSES, DOWNLOADS, and COURSE MATERIALS ABA self-study products are offered in a variety of formats. To take advantage of our full range of options, visit the ABA Web Store at www.shopaba.org. The materials contained herein represent the opinions of the authors and editors and should not be construed to be the action of the American Bar Association or Center for Professional Development unless adopted pursuant to the bylaws of the Association. Nothing contained in this book is to be considered as the rendering of legal advice for specific cases, and readers are responsible for obtaining such advice from their own legal counsel. This book and any forms and agreements herein are intended for educational and informational purposes only. 2014 American Bar Association. All rights reserved. This publication accompanies the audio program entitled Building Your Book: The Nuts and Bolts of Business Development broadcast on March 14, 2014 (Event code: CEC4MAR).
Building Your Book: The Nuts and Bolts of Business Development March 14, 2014 1:00 pm Eastern Faculty Bios Julie A. Eichorn is an attorney and the founder and President of Paragon PTP, a management consultancy company. Over the last 20 years, Julie has provided strategic marketing training and support to national and international law firm lawyers. Julie was previously General Counsel for Oracle, a Fortune 100 technology company, which gives her unique insights into today's legal business growth opportunities. Ross Fishman, CEO of Fishman Marketing, has an international reputation as one of the legal profession's most-effective branding and marketing strategists. His creative online and traditional marketing campaigns help law firms differentiate themselves, dominate their markets, and drive revenue. A former litigator, marketing director, and marketing partner, he has received countless marketing awards and was the first marketer inducted into the Legal Marketing Association's Hall of Fame. Building Your Book 1
Moderator Bio Kathy Morris founded Under Advisement, Ltd. in 1988 to help lawyers excel in their careers. She was a criminal defense lawyer before starting her work in lawyer professional development and training. She also was the original creator of the ABA Career Center. Kathy earned her JD from Northeastern University School of Law in Boston. She is the series moderator for the monthly ABA CareerAdvice LIVE! programs. Building Your Book 2 Program Agenda Faculty Discussion Tips on the Topic Audience Questions Agree/Disagree More Audience Questions Take Aways ABA Resources Building Your Book 3
Definitions of Terms Business Development Sales. The one-to-one relationship when in front of possible clients. Focus is on them/their needs, rather than on you. Marketing Creates the opportunity for rainmaking/sales behavior. About you and what it is you do. Reaching potential clients in a number of ways with an effective message. Building Your Book 4 Top Issues Best practices for business development what works and what doesn t Ways to overcome typical concerns about selling and marketing Top differentiators lawyers use to market to prospective clients Ways to be creative and achieve breakthroughs making rain Building Your Book 5
Top 10 Differentiators Practice Specialties Narrow Industry Market Segment Style / Attitude Service Target Community / Audience Geography Size Price Any two Building Your Book 6 Questions? From Program Participants Building Your Book 7
Tips on the Topic Avoid the I-Can-Do-It-All business development approach Adopt a niche dominance strategy Determine what you know or love that makes you unique Be creative in branding your focus Building Your Book 8 More Questions???????? Building Your Book 9
Agree/Disagree Compete for clients rather than against competitors. Building Your Book 10 Agree/Disagree Don't try to reinvent the wheel in your marketing. Building Your Book 11
Takeaway Assess your marketing activities for probability of success. Building Your Book 12 Takeaways Assess your marketing activities for probability of success. Reflect on the question: Why you? Building Your Book 13
Takeaways Assess your marketing activities for probability of success. Reflect on the question: Why you? Join a small trade association. Building Your Book 14 Takeaways Assess your marketing activities for probability of success. Reflect on the question: Why you? Join a small trade association. Become a valuable member of that group...and your community. Building Your Book 15
ABA CareerAdvice Web Page www.ambar.org/advice 16 Visit the ABA Career Center Website to: Search and apply for more than 450 high-quality legal jobs nationwide Upload your resume for review by hundreds of potential employers Receive email alerts when new jobs are posted that meet your search criteria www.ambar.org/careers www.ambar.org/careers 17
Visit www.ambar.org/advice to register for our next program: Recovering from Mistakes with Credibility and Confidence April 11, 2014 18