Too often, marketing is subdivided into a series of programmes, task, and tools. But the most effective business development so often comes from having a "marketing mindset".
Marketing mindset is the difference between a lawyer saying…
"You're asking me to do something more? How can I be expected to do that as well as get my work done ?"
and
"Every time I interact with a client, I know it's a marketing moment."
Marketing and business development is not:
- an "extra" layer of work
- just one more "thing to do"
- an unreasonable imposition by management
- a purely optional extra curricular activity.
True, there is plenty of pressure on fee earners - especially in early- and mid-career stages - to bill their time.
But it's marketing quality rather than quantity that yields impressive business development outcomes.
To a large extent, effective marketing is about lawyer behaviours and quality interactions with clients.
Indeed, the best marketers are doing it all the time - it informs their every contact with clients and deeply imbues their professional personas.
The marketing mindset says:
"Every time I'm in contact with a client, I'm out to build our relationship and secure a stream of valuable work for our firm."
and
"Marketing moments ? They're every day - and all day some days. You never know when opportunities will arise - or, who will refer work."
and
"Marketing mindset ? That's 'thinking client', and thinking !"
Professional opportunism isn't nasty pushiness. It's being truly attuned to the issues that matter to clients. It's constantly adding value. It's being genuinely interested. It's taking time to recognise people who support and help you along the way. It's saying a sincere "thank you" - or lots of them. It's incorporating positive business development behaviours into everyday work.
Rewards of a marketing mindset go well beyond making a few sales of your services. Almost certainly, you'll find professional practice more satisfying. You'll build better client relationships. Your profile will rise. You'll become a "hot commodity" with lots more control over your professional destiny.
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