The June 9, 2015 program featured Darryl Cross of LexisNexis, who was also a speaker at the 2015 Legal Marketing Association National Conference. Darryl addressed the chapter about "The 15 People That Will Make or Break Your Year."
For a lawyer, this list includes five existing clients, five prospects (that look strikingly similar to their existing clients), two non-lawyer referral sources, one alumnus of the firm, one lawyer referral source, and one law school buddy. That's it. This list is not static. This year's list of top clients may change next year. Lists of prospects may switch every few weeks, depending on how they are progressing (or not).
Referral sources can change based on external factors that a lawyer cannot control. However, for the purposes of planning business development activities for today, the list is small and finite. The collection of all of these lists of 15 represent the marketing and business development targets of the firm. But, as long as it is still executed by individual lawyers, marketers must still plan with these small circles of influence in mind.
In this program we discussed how to identify each type of contact, specific marketing and BD activities for each type and how to constantly refresh the list. Marketers see endless possibilities and potential. Lawyers see the work that is front of them. This program helped both parties see eye to eye to focus on execution instead of aspirations.
Key Takeaways:
- How to help each lawyer identify their list of 15 using financial, historic and relationship strength data
- Best practices in targeting clients versus prospects
- How to establish and track quid pro quo referral relationships
- How to tactfully remove a referral source, enticing prospect or valued client from the list of 15
- How to incorporate individual list into a firm wide, business development plan
About the Speaker
Darryl Cross joined LexisNexis in 2004 and has consulted with over 500 law firms around the world to collect and share best practices in marketing, law firm profitability and growth strategies. Additionally, he is responsible for coaching, sales training and performance development for a 1100 person, international sales force generating $1.5 billion in annual sales in the legal, corporate, government and academic sectors in North America, Australia, Asia, and Europe.
Darryl’s direct experience in professional service organizations includes his service as the Chief Marketing Officer and member of the Executive Committee of a law firm. During his tenure, he was awarded the most prestigious national award in legal marketing, the Marketing Partner Forum’s Excellence in Marketing Award, for “Creating a Sales Culture at a Law Firm.” He was also a finalist for the 2003 U.S. Marketing Director of the Year and 2004 Marketing Initiative of the Year.