How to Get More Business Clients as a Lawyer | Small Law Firm Marketing Plan

How to Get More Business Clients as a Lawyer | Small Law Firm Marketing Plan

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how to get more business clients as a lawyer your small law firm marketing plan that's the subject of our discussion today you're going to want to stay with us for the entire show because my guest today is going to give you the secrets how to get more clients more business clients as a lawyer join us for this edition of the inside bs show hey there folks it's dave lorenzo and today we're talking to my client of 15 years and my very good friend mr brad gross brad welcome to the show thanks for joining us good to be here thanks all right so brad everyone is asking how to get more business clients as a lawyer they all want a small law firm marketing plan you are the guy you're the king of more business clients for law firms looking for my crown ah all right let's let's start with give everybody the two-minute background of your firm who you are and what you do and why business clients are your clients so what i do i'm a technology guy that went to law school so i speak technology i speak the lingo of tech providers managed service providers companies that need technology to grow or have technology that they want to monetize and commercialize so the benefit that i bring is i have a grassroots understanding of what they're talking about when they walk in the door they don't need to teach me about what they do i know what they do i've been doing it myself for years and years i started this boutique law firm just about 10 years ago on the premise that i can fit a very particular niche when it comes to business clients and specifically those clients are businesses that have technology need technology utilize technology uh and and it's grown from there you've zeroed in on business clients so if i if i were just meeting you and i'm starting my own law firm and i were to say brad how do how do i get business clients as a lawyer what would your what would your initial reaction be because you were you were doing a lot of the right things when i when i first met you so how do you get business clients the way to get business clients is to make those clients realize that they need you one of the biggest mistakes that i made early on in in my career and this was pointed out by you as a matter of fact many many years ago has it been 15 years wow it's been a while is that lawyers tend to try to tell potential clients how much they know how smart they are how wonderful they are and how successful they can be but what they don't do is zero in on the pain zero in on the need of the client and and the way to do that of course is to understand the client's business understand the client's industry from as much of a grassroots level as you can get and then talk talk to the to the client ask them what are your short-term goals what are your long-term goals why are you here why are you sitting in front of me lawyers tend to assume that they understand all this and they they know why these um why customers come to them they don't conversation is the key to business development take us through a small law firm marketing plan right you have a plan now what is what is your plan to attract business clients what's your small law firm marketing plan well you know my plan is largely based on the premise that you constantly have to cast that line out right for all of our fishermen out there you constantly have to cast the line out because while you might have a lot of fish in your boat right now six months eight months from now you might not in fact you probably won't so you're constantly casting the line and by doing that i mean a few things one you have to get yourself out there you have to make yourself known it's not enough to have success in the court it's not enough to have a successful deal close that's not going to get you where you want to be if you want to get to where you want to be from where you are now and what you need to do is get yourself out there with writing with speaking with industry events either online or offline that will put you in a position where people will start to recognize you as you are the you know the man you're the person to go to that is the foundation of any business plan it's a foundation of mine as well it's why i write i have a i have a articles that i write that are syndicated in different industry magazines i have a blog that that is updated regularly i have a podcast that's followed by a few thousand people in the industry i also teach cyber security corporate practices why do i do that well to keep my finger on the pulse to constantly make sure i understand the industry and that i understand what the needs are going to be it takes up a lot of time a lot of energy but that's what you need to do if you want to attract clients i think the days of just sitting back and saying look at all the degrees that i have on my wall i think those days are long past you are very focused and you're you're very targeted on who your ideal client is how do law firms find clients to target with marketing how do they hone in on who that exact target is for their law firm marketing well i think that you have to do some sort of internal and external audit right internal meaning you first have to understand who you're competent enough to speak with because if you if you go beyond the parameters of who you are competently able to communicate with the person on the other si on the other side will quickly realize that okay they'll quickly realize a tech guy in the industry who comes and sits in my office he he or she will know very quickly if i know what i'm talking about in my industry so you have to first make a realistic understanding have a realistic understanding of what you can communicate okay once you do that once you know what your strengths are and where your powers are going to be then you can look out into the market and say all right someone with my skill set someone with my understanding of these particular areas who needs this who who needs these types of services right you don't just market to the tech industry i didn't put myself out there as an attorney who can help any technology company under the sun that's not how i market myself i market myself in in two very specific categories one managed service providers providers of technology services that resell or sometimes they provide those services themselves but largely they are reselling the technology server the services of others that is one niche the other niche is digital agencies digital production companies that i represent several dozens of of those those are my two areas and i stick to those areas sometimes we'll get clients outside of those areas but if you're talking about a marketing plan you can't just market to everybody so i will either focus on one industry or the other and that's how i move forward and you came up with them because those were your best clients so you built your your small law firm marketing plan around who your ideal client was you didn't go out there and just scatter shot market to everybody and say let's see what happens you went to your best client and you said to your best client what groups do you belong to your best client told you and then you went after those groups so share your share your focus and your marketing plan with folks and how you honed in once you figured out it's these groups then what did you do to get in front of the groups all right so you know my i started out when i first got into the industry right we're talking very very early on 20 years ago or so i would take any speaking engagement i can get you know anybody who wanted to hear me speak i was just happy that they would let me in the door great um over time however over time i was able to com become a lot more judicious about who i was speaking with because i started to see and and and learn about the bigger players in the industry the bigger industry consortiums out there and at some point i said to myself i can't spend time talking to the smaller players that's not where my business is going to come from they either couldn't afford me or maybe those players don't understand the value that i brought and so on so i did a directional change to focus on certain industry consortiums and along those lines with your help i was able to figure out what the pain points were for the people who belong to those consortiums there's a reason right there's a reason why companies join a consortium and they pay thousands of dollars to be a member of these consortiums they're not just doing it because they have a couple of thousand dollars to spend they're doing it because they get value right they get value because questions are being answered and topics are being raised that are relevant to them and by getting involved in those i was able to see what those issues were and candidly leverage my knowledge and my experience to show them how i can help resolve those issues that brought them to the consortium to begin with okay so you go after these groups and you make a pitch to them for a speaking engagement and then they invite you to speak but that's not good enough right because if you just show up and throw up maybe one or two people come up to you afterwards and then you may get a client if you get lucky but you have you have a specific plan right you have a specific marketing plan that you use to get clients from speaking so talk about um you know answer the question how do law firms attract clients with speaking tell us how you do it all right so here's how i do it and by the way 20 second aside the reason why this plan is even in place is because you actually watched one of my early presentations and at the end you came up to me and you said you know you did a great job up there you look good you sound good you knew what you were talking about and i said yeah and you said you're not going to get a single client from this group and you were right i didn't get a single client from the group why because it was sort of like the show up throw up kind of thing that you just mentioned it was from that day forward that i changed the way i do things i did tell you that you are one of the best attorney speakers i had seen and that you had a real talent for leveraging speaking to get business and for the folks who are listening are the folks who are watching it's really important to understand this not everyone who's a fantastic speaker is going to be able to use speaking as a business development tool as a law firm marketing tool for for your purposes so brad's going to give you the methodology that he uses now and if you can do what brad has done with a third of the effectiveness you probably can use this to get more business go ahead brad give them give them your plan for speaking the plan is this so i i'll i'll have a speaking engagement all right a couple of things that i know going into the speaking engagement right first i know that i have to push their pain points i know i i need them to walk out realizing they need me that's one two i know that i have to have a way to follow up with these people follow-up is key if you just speak and there's no follow-up don't bother speaking so i know a couple of things right i know that there's a pain point that i have to hit and there's going to be a follow-up so the first thing i do is when i get up there is i make it very clear that there are a lot of issues that i'm going to have to you know cover here but you know looking at the time well look at the watch like i used to wear a watch look at the phone instead i'm not going to have time to cover everything right so you make it very clear that there's a lot more out there than you're going to even be able to cover so that's the first thing the second thing that i do is i then give them very very relevant very very pertinent information stuff that really pushes their pain point so they understand that you know what you're talking that i know what i'm talking about i bring the credibility to the table because out of the 10 issues that they face every day i'm now hitting four of them right right off the bat and of course there's never enough time to hit 10 of them you can only hit four so the key is to make an offer right make an offer listen i've hit four of the issues i don't have the time for the other six but here's what i'll do here's sort of the quid pro quo for you showing up and giving me your valuable time i'm going to give you some of my valuable time back right you're going to give me your card or you're going to give my associate your card and we're going to schedule a free audit free time to speak with me about your issues about those other six issues or anything else that might be bothering you but generally it's going to be about those six issues so the key is i've now hit their pr their their pressure point because i've touched on things that have you know have them worried i've let them know that there are other things out there that they need to be thinking about so now they know i have the credibility and now they're thinking about yeah he he could probably help us resolve those and then the follow-up right the offer call me you're going to have a free audit there's no risk it's not like you're you know signing up for anything but you're going to be talking with me and i clearly know your problems so how about it and then of course the follow-up is key everybody has to have a follow-up call within a few days after the show within a few days you can't wait weeks and weeks and say remember you saw me that doesn't work it has to be an uh a fairly immediate or prom follow-up and then candidly the clients are yours to lose right they're yours to lose at that point because you have them on a call you have the credibility they know you understand them it's yours to lose at that point all right so there are people watching now or people who are listening and they're thinking to themselves okay that's great this guy's got a team he's working with a dozen people and you know he's put all this together there are two there are two barriers that i want to take away from anyone right now the first this is truly a small law firm marketing plan how many people execute this with you three three three people okay great and you could probably if you had to if you had to you could do it with two right yeah in fact often we do yes two people that's okay so it's not it doesn't require a huge team the second thing is other than forget about your travel because if you're being invited to speak somewhere hopefully they're paying for your travel how much does this cost you to implement oh the cost is minimal um you know generally like you said we charge a per diem to to travel and to speak some venues will you know pay a per diem to have us come in but we leverage technology right we leverage the technology as far as the follow-up and so forth that's you know it's just part of the average work day so it's not costing us anything else to send an email and say hey we got your card at the event you want to follow up here's when we can schedule you in so so if we take out if we take out the travel let's assume that you get booked to speak somewhere they're paying for your travel this is costing you less than five hundred dollars and you're going to get 12 15 sometimes 20 clients yeah if you're going to go a um you know a cost benefit analysis it's not even it's not even fair to do a cost benefit because the cost like you said 500 okay maybe i have to give up a day for the event all right so you figure out what could you have built in that time right great but you get one client it more than covers it you get five clients it's a success if you're if you're really successful and you know knock on whatever wood this desk is made of we haven't and you get 15 20 25 clients or more from an event right and then they spread the word by word of mouth there's no i mean the cost is not even a factor it's it's it's nothing all right let's beat everyone over the head with this again so you want to get more business clients as a lawyer you want your small law firm marketing plan here it is first find your ideal client right brad how did you find your ideal client you went to a client and you said hey what groups do you belong to right that's it ask all right ask questions talk second step second step once you find those groups come up with a topic that they feel an enormous amount of pain about in mass right and then you develop a talk a 25 minute talk sometimes 45 minutes sometimes because they've seen you before and you're good they'll give you 90 minutes or even longer and you come up with a talk on the topic and you offer to deliver that talk that's step two right in your small law firm marketing plan step three make an offer in the talk right can't cover everything there's seven points i covered four today you want the other three you got to get my white paper give me your card i'll send you the white paper that's step three step and the offer has to be in the talk not at the end of the talk only it has to be in the talk right right so you make the offer in the talk all right after you make the offer in the talk you get back to your office follow-up follow-up follow-up and then it's it that's it they're yours to lose these these clients you want business clients now look this probably works in the business to consumer space too but it works really well in the business to business space because we know where these people are give us brad really quick in the couple of minutes we have left what are two or three traps or mistakes to avoid when implementing this small law firm marketing plan what can we what should we avoid so first avoid the assumption avoid assuming that you know everything that your client needs okay avoid that ask the client ask your potential client why are you here how can i help you you might even say if you feel awkward saying that you might even be able to say something like i think i know why you're here right i i think i know but i want to hear it from you why are you here this is during the follow-up session during the year during the follow-up session exactly right okay so that's the first thing the second thing is a mistake to avoid during the session if we're going to work chronologically backwards is forgetting to avoid forgetting to make the offer right the whole idea of the presentation is to let them know that you have credibility and that they're going to get something for listening to you if you forget to make the offer in the presentation if you wait till the end people might drop off people might not be paying attention you know their attention is really in the beginning and in the middle right it has to be in the beginning i want you to know there's going to be an offer thank you guys for coming today more about that in a few minutes so now they're on edge what's that offer going to be and then drop it in the middle don't forget to do that and of course the third mistake that a lot of law firms make and we don't is follow-up if you don't have follow-up you're not going to get the clients you could have a thousand business cards and half of them want to talk to you if you don't reach out to them they probably won't reach out to you so follow-up is key all right if people want to get a hold of you brad for whatever reason they got an intellectual property matter they want to refer to you or they want to ask you questions about your smaller law firm or they want to ask you all right so go back and edit that from if people want to get a hold of you brad so people want to get a hold of you brad so they have questions they want to ask you about this or they want to refer an intellectual property matter to you intellectual property you can work with people all over the country and you do how can people get in touch with you brad gross either email us at info at bradleygross.com info bradley gross.com call the office 954-217-6225 all right folks this has been how to get more business clients as a lawyer you received your own small law firm marketing plan here right from a guy who's doing it the guy does seven figures with two people he's sitting in a chair in an office in a room by himself he's making a ton of money you should be doing this too this is your small law firm marketing plan brad thank you so much for sharing some of your insight with us today i really appreciate it you're welcome all right folks that'll do it for this edition of the inside bs show you can join us back here again tomorrow when we share more great information just like this until then my name is dave lorenzo and here's hoping you make a great living and live a great [Music] life

2021-04-14 22:43

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