I often quibble with the term “rainmaker” because I think it too often describes lawyers more interested in getting new clients than in keeping current ones. However, because “10 Rules for Business Development,” and “10 Rules for Keeping Clients So You Don’t Have to Replace Them” don’t have the same nice ring as “ 10 Rules of Rainmaking,” I’ll use the term here. Let me know what you think:
1. You’ll never be passionate about rainmaking until you start searching for clients you’ll be passionate about serving. Remember, a great client is one for whom you’d work for free, but one who’d never ask you to.
2. The best way to get new clients is to impress old ones. Measure the happiness of your existing clients with the same diligence you measure your time, so you can work less on developing new business and more on deserving it.
3. While there are hundreds of “strategies” to get new clients, there’s only one strategy to keep them: serve them well.
4. When meeting a potential client, don’t sell your competence, sell your compassion. They must know you care about them before they’ll care about you.
5. The single best way to get new clients is to ask your best ones, "How do I get more clients like you?"
6. A client will never be as surprised by great legal work as they will by by good service.
7. Your new client’s definition of a “great” lawyer is probably far different from yours. You must understand their expectations before you’ll ever be able to meet them.
8. Recognize that while it is usually easier to ask for new business from prospective clients than it is to ask for more business from current ones, it is rarely more profitable.
9. If your answer to “What kind of clients are you looking for?” is “Ones who pay,” you’ll get paying clients. Terrible paying clients.
10. The best thing you can promise a prospective client is more sleep. Ask what problems keep them up at night, and build your practice to solve them.
I'd love your input, and feel free to add any of your "Rules" in the comments. If you enjoyed these, check out my other posts in the series: Ten Tweets about Twitter, Ten Resolutions for the New Year, Ten Rules for Law Students, Ten Rules for the New Economy, Ten Rules for New Solos, Ten Rules of Legal Innovation, Ten Rules of Legal Technology, Ten Rules of Hourly Billing and Ten New Rules of Legal Marketing.
Also, if you'd like to get more ideas like these in real time, follow me on Twitter.
Over a year ago, I wrote 15 Thoughts for Law Students. It was one of my first “Rules” posts, though I wasn’t calling them that at the time. Since then, it has been one of the more popular items on this blog, and was even republished in the Canadian Bar Association magazine.
I’ve revised it just a bit, and shortened it to 10 “rules” for the law students out there. Enjoy.
1. Law school is a trade school. The only people who don’t believe this to be true are the professors and deans.
2. Being good at writing makes you a good law student. Being good at understanding makes you a good lawyer. Being good at arguing makes you an ass.
3. You can learn more about client service by working at Starbucks for three weeks than you can by going to law school for three years.
4. Law school doesn’t teach you to think like a lawyer. Law school teaches you to think like a law professor. There’s a huge difference.
5. The people who will help you the most in your legal career are sitting next to you in class. Get to know them outside of law school. They are pretty cool people. They are even cooler when you stop talking about the Rule Against Perpetuities.
6. Law is a precedent-based profession. It doesn’t have to be a precedent-based business. Challenge the status quo. Somebody has to.
7. When you bill by the hour, getting your work done in half the time as your peers doesn’t get you rewarded. It gets you more work.
8. Your reputation as a lawyer begins now. People won’t remember your class rank as much as they’ll remember how decent and honest you were. They’ll really remember if you were a jerk.
9. There are plenty of things you don’t know. There are even more things you’ll never know. Get used to it. Use your ignorance to your benefit. The most significant advantage you possess over those who’ve come before you is that you don’t believe what they do.
10. People don’t tell lawyer jokes just because they think they are funny. They tell lawyer jokes because they think they are true. Spend your career proving them wrong.
If you enjoyed these, check out my other posts in the series: Ten Rules for the New Economy, Ten Rules for New Solos, Ten Rules of Legal Innovation, Ten Rules of Legal Technology, Ten Rules of Hourly Billing and Ten New Rules of Legal Marketing.
Also, if you’d like to get more ideas like these in real time, follow me on Twitter.
Legal Marketing has changed. It used to be enough to keep an ad in the yellow pages and belong to the Rotary Club. Not anymore. Times are tough, so I present to you Ten “New” Rules of Legal Marketing. Let me know what you think.
1. “My lawyer can beat up your lawyer” isn’t a marketing strategy. “My lawyer will call me back before yours will” is.
2. Google tells me there are 337,000 “Full Service Law Firms” out there. Which one was yours again?
3. Unless the person who founded your firm 100 years ago is still alive and practicing law, he’s completely irrelevant to every client who’s thinking of hiring you.
4. Market to a “want” not to a “need.” By the time your clients realize they “need” you, it’s often too late — for them and for you.
5. Your “keep great clients happy” budget should exceed your “try to get new clients” budget by at least 3:1.
6. Thanksgiving cards say you’re thankful for your clients’ business. Christmas cards say you’re just like everybody else.
7. Having the scales of justice on your business card says you’re a lawyer — an old, stodgy, unimaginative, do-what-everyone-else-has-done-for-fifty-years lawyer. Same is true for your yellow pages ad.
8. Speaking of yellow pages, don’t abdicate your marketing strategy to their salespeople. They don’t know marketing. They only know how to sell you a bigger ad each year.
9. Your future clients have been living their entire lives online and will expect the same from you. If you’re invisible on the web, you won’t exist to them.
10. The single best marketing strategy in the world is to find your best clients and ask them, “How do I get more clients like you?”
This resolution is for nearly every solo and small firm lawyer out there (including those with computer science degrees): Resolve to Fix Your Technology Less. How many times has a quick technology fix turned into a day of un-billable time? Trust me on this one, no matter how much (or little) work you have, your…
I’m a fan of Haiku, and have been doing an exercise based upon it for several years now at conferences and law firm retreats. Instead of the 5-7-5 syllable format, I ask my audiences to answer three questions, using just five words for the first question, seven for the second and five again for the…
After my Law Firm Website Venn Diagram got such great feedback, I thought I’d do another highlighting one of my big pet peeves: lawyer bios. Here you go:
Smashing Magazine has published a tremendous guide to designing an easy to understand e-commerce checkout process for web sites. If you take credit cards on your site, it is a must-read. However, even if you don't charge people on the web, you should check out the article anyway, because it explains something about collecting sensitive…
Everyone makes mistakes. Even lawyers. That's why, in 2010, you should Resolve to Apologize Better. Why apologize? Apologies increase client loyalty and reduce malpractice exposure. But how do you apologize better? Practice! Here's a great guide from Psychology Today (about apologizing to women) that sets out the six mandatory elements a good apology: 1. Acknowledge…
If your clients designed your bills, what would they look like? Would they be easier to understand? Contain useful case status information? How about upcoming dates or milestones? Would your bills include information about the people who worked on the case that month? How about a report card seeking monthly feedback about how you’re serving…
As 2009 draws to a close, we all find ourselves with lots of stuff on our "to do" lists for the next year. Whether your thinking about finding time to meet your deadlines, accomplish your goals or even follow your resolutions, there never seems to be enough time to do it all. As you begin…
What confuses your clients? What are the things that your clients never seem to really understand? Is it the directions to your office, your retainer agreement or their monthly bill? No matter how much you deserve it, undivided attention from clients is a rarity today. Whether it is because of their email pinging, cell phones…
I’ve been using my “You Decide” fill-in-the-blank invoice, for over a year now. In that time, I’ve found time and time again that my clients pay me more than I would have charged them. And, in situations where clients demand a fixed price, I’m quoting them much higher prices (coupled with a money-back guarantee) than…
I’ve always thought the idea from this post was a powerful way to understand the gift of time and what you can accomplish in a year: Resolve to Count Cards, using this this incredibly powerful exercise I first ran across in 2006. From an article in the now-defunct Worthwhile Magazine (by creativity guru Eric Maisel) comes this…
You have just enough time to send out Thanksgiving cards to your clients this year. Why Thanksgiving cards instead of other holiday cards? Here are a few reasons from this 2008 post: Thanksgiving is a holiday about giving thanks. Thanksgiving is the perfect opportunity to offer your clients a genuine “Thank you for being our…
If you’ve got a big client, odds are they’ve got a pet project. Whether it is for a community organization, charity, civic group or volunteer event, supporting the causes your clients do can deepen your relationship with them while benefiting those in need. That’s why, in 2010 you need to Resolve to Take Care of…
A few days ago, I wrote about how I was suffering from The Curse of Almost Happy. I realized that being “close to” fulfillment in my life and career wasn’t close at all. So, as I’ve spent this past weekend knocking off several things on my “To Do for Too Long” list, it hit me…
Here’s a tech-related tip from this post: How many times has a quick technology fix turned into a day of un-billable time? Trust me on this one, no matter how much (or little) work you have, your time is better spent building your business and serving your clients than it is crawling around on the…
As 2008 draws to a close, it is natural to think about New Year’s resolutions.* We think about our businesses, our clients and ourselves and resolve to do better next year. If you’d like some help, or just some inspiration, here are Ten Resolutions for the New Year. Enjoy: 1. Resolve to be better to…
I really like Twitter. For those who follow me, you know that I try to share lots of legal-themed tips, thoughts and ideas. In fact, most of my Ten Rules posts started out on Twitter — where I’ll test 15-25 “rules” to see which ones work best before picking the ten favorites. However, there’s lots…
Do you know all the kinds of things your firm does? Perhaps you should take a page (literally) from the restaurant industry and create a “menu” of your services. Though you may not decide to use it with clients, merely deciding what goes on the menu — and what gets left off — makes you…
"The trouble with ignorance is that it feels so much like expertise." The Confident Idiot: http://t.co/itrbBJCCAJ
- Thursday Oct 30 - 1:41pm
And if you give out logo tote bags, you might as well make sure they fit the hotel room's trash cans because that's where most will end up.
- Tuesday Oct 28 - 7:14pm
Because nothing says "We're an innovative company!" like deciding to give out branded pens at an industry conference.
- Tuesday Oct 28 - 7:12pm
"I'm sure glad that vendor gave me this pen. Now I'll spend millions of dollars on their product no matter how bad it is!" said nobody ever.
- Tuesday Oct 28 - 5:57pm