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Concrete Ways to be More Effective as a Law Firm Marketer (aka “What Keeps Concrete Ways to be More Effective as a Law Firm Marketer (aka “What Keeps Managing Partners Awake at Night”) John Remsen, Jr. President – The. Remsen. Group

About The. Remsen. Group 1. Work exclusively with law firms 2. Consulted with over About The. Remsen. Group 1. Work exclusively with law firms 2. Consulted with over 150 firms since 1997 3. Marketing Plans, Firm Retreats 1. 2. 3. 4. Client Feedback Programs, Recruiting Staff In-house at two larger commercial firms Frequent speaker and author LMA Chapter President, National Board ABA Law Practice Management Section

About The Managing Partner Forum § § § Twelve (14) Forums since 2002 Florida, About The Managing Partner Forum § § § Twelve (14) Forums since 2002 Florida, Texas, Southeast, Midwest 500 participants from 425 law firms High level participants Maximum peer interaction State and regional focus

Today’s Session § Characteristics of Successful Law Firms Highlights from 2007 -08 MPFs in Today’s Session § Characteristics of Successful Law Firms Highlights from 2007 -08 MPFs in FL, MW, SE § What Firm Leaders Should Do Highlights of 2006 MPFs in FL, SE, TX § How Marketers & Administrators Can Help (no doctor’s prescription required!)

ASK QUESTIONS PLEASE, ASK QUESTIONS ASK QUESTIONS PLEASE, ASK QUESTIONS

2007 -08 MPF Survey Highlights § Forums in Fort Lauderdale, St. Louis and Atlanta 2007 -08 MPF Survey Highlights § Forums in Fort Lauderdale, St. Louis and Atlanta § Audience participation technology § 160 survey participants § Firms with 10 -2, 200 lawyers § 60% had more than 50 lawyers

Characteristics of Today’s Most Successful Law Firms: How Does Your Firm Measure Up? l Characteristics of Today’s Most Successful Law Firms: How Does Your Firm Measure Up? l l l Developed list of characteristics of successful law firms Based on research conducted by Brand Research and Greenfield Belser Asked Forum participants to rate how their firms performed on a 1 -5 scale

Clear Vision Among Shareholders Clear Vision Among Shareholders

Strong, Committed Leaders Strong, Committed Leaders

Planning and Implementation Planning and Implementation

Open Communication Open Communication

Sharing and Teamwork Sharing and Teamwork

Good at Cross-selling Good at Cross-selling

Subjective Compensation System Subjective Compensation System

Succession Plans Succession Plans

Diverse Client Base Diverse Client Base

Lots of Rainmakers Lots of Rainmakers

Capable Administrative Team Capable Administrative Team

Willing to Make Tough Decisions Willing to Make Tough Decisions

WHAT SHOULD FIRM LEADERS DO? WHAT SHOULD FIRM LEADERS DO?

Lawyer Personalities § Hate change § Risk averse § Highly skeptical § Love autonomy Lawyer Personalities § Hate change § Risk averse § Highly skeptical § Love autonomy § Averse to social intimacy § High sense of urgency Source: Altman Weil - Caliper Profile

IT’S LONELY AT THE TOP IT’S LONELY AT THE TOP

2006 MPF Survey Highlights § Forums in Atlanta, Palm Beach and Dallas § Audience 2006 MPF Survey Highlights § Forums in Atlanta, Palm Beach and Dallas § Audience participation technology § 90 survey participants § Firms with 10 -1, 500 lawyers § 43% had more than 50 lawyers § 88% projected “moderate” to “aggressive” growth

Percentage of Time in MP Role Percentage of Time in MP Role

Job Description Job Description

Exit Strategy Exit Strategy

Most Valuable Contribution Most Valuable Contribution

Where Time is Spent Where Time is Spent

How They Learn How They Learn

Most Pressing Issue Most Pressing Issue

Best Way to Improve Profits Best Way to Improve Profits

Strategic Plan Strategic Plan

If Yes, Does It Guide Decisions? If Yes, Does It Guide Decisions?

Does Planning Improve Profits? Does Planning Improve Profits?

Does Your Firm Measure Client Satisfaction? Does Your Firm Measure Client Satisfaction?

TIPS FOR MARKETERS AND ADMINISTRATORS TIPS FOR MARKETERS AND ADMINISTRATORS

Be a Passionate and Committed Firm Leader l l l Get a job description Be a Passionate and Committed Firm Leader l l l Get a job description Learn from other firm leaders Invest the necessary time Lead by example Find and mentor your successor

Initiate Change Necessary for Long-term Success and Prosperity l l Tackle the tough issues Initiate Change Necessary for Long-term Success and Prosperity l l Tackle the tough issues Find and showcase precedent Build consensus among the key partners Pick your battles carefully

Embrace and Encourage the Planning Process l l l Firm-wide strategic plan Practice group Embrace and Encourage the Planning Process l l l Firm-wide strategic plan Practice group plans Individual lawyer plans Client succession plans Leadership succession plan

Encourage Investment in Your Firm’s Future l l l Administration Technology Marketing and business Encourage Investment in Your Firm’s Future l l l Administration Technology Marketing and business development Recruiting and retention Non-billable time

Bring Relevant Information to the Attention of Firm Leadership l l l Law firm Bring Relevant Information to the Attention of Firm Leadership l l l Law firm economic data Trends in the profession Articles and White Papers Competitive Intelligence “Heard on the Street”

Make Your Managing Partner Look Good l Internal l l Meetings Newsletter / Intranet Make Your Managing Partner Look Good l Internal l l Meetings Newsletter / Intranet Information source Firm Retreat

Make Your Managing Partner Look Good l External l l Firm events Boards and Make Your Managing Partner Look Good l External l l Firm events Boards and Committees Speeches Media relations Vanity lists

Develop and Implement a Client Feedback Program at Your Law Firm l l Client Develop and Implement a Client Feedback Program at Your Law Firm l l Client site visits (lawyers) Formal client audits Post engagement questionnaires Bring clients into the firm

Promote Internal Communication l l l Internal meetings Intranet Internal newsletter Firm retreats Teams Promote Internal Communication l l l Internal meetings Intranet Internal newsletter Firm retreats Teams and groups

Tune In to Profitability l l l By client By industry By practice area Tune In to Profitability l l l By client By industry By practice area By office By lawyer

Subscribe to The Remsen Report l l l Marketing Tip of the Month Articles Subscribe to The Remsen Report l l l Marketing Tip of the Month Articles and White Papers Go to The. Remsen. Group. com

Concrete Ways to be More Effective as a Law Firm Marketer (aka “What Keeps Concrete Ways to be More Effective as a Law Firm Marketer (aka “What Keeps Managing Partners Awake at Night”) John Remsen, Jr. President – The. Remsen. Group