Table of Contents

• Bowling Anyone?

• The Timeless Dance of Sales and Marketing

• 3 Quick Tips for Cyber Security

• Say NO to the Prospect!

Bowling Anyone?

The Timeless Dance of Sales and Marketing

by Paul J. Angelle, Jr., J.D.

Understanding the interplay between sales and marketing is crucial in the dynamic world of law firm growth. Unfortunately, too many people confuse the two.

The bottom line is that the two most fundamentally necessary parts of every business [even law firms] are sales and marketing.

If it helps, imagine a bowling alley. The pinsetter machine diligently works behind the scenes, resetting pins with precision and consistency. Think of this machine as marketing in the legal industry; it’s the mechanism that prepares the stage for success, constantly adapting to the game’s flow.

Marketing, like the pinsetter, undergoes frequent changes and requires maintenance. Every six weeks, a new strategy, approach, or innovative technology alters the landscape.

It’s an ever-evolving process that requires keen attention and agility to ensure that the pins are perfectly aligned for the bowler’s delivery when the time comes.

Sales, on the other hand, is the bowling ball. The direct force drives home the point, the culmination of efforts that convert prospects into clients.

Sales techniques have remained relatively unchanged over millennia, much like a bowling ball's simple, straightforward path. The goal has always been to hit the target with as much precision and impact as possible.

Despite this constancy, sales success is heavily dependent on the groundwork positioned by marketing. Even the most skillful throw may not yield the desired results if the pins aren't set right.

In the legal sector, where competition is fierce and clients are discerning, the synergy between the innovative pinsetter (marketing) and the timeless bowling ball (sales) ultimately leads to a firm’s growth and prosperity.

If a bowler’s delivery consistently goes into the gutter… the solution would not involve more pinsetters. Conversely, if the bowler is consistently delivering strikes… There would be less need for the pinsetter to do as much work. If sales are closing at a high rate, but we need more growth… the focus should be on marketing. More leads [more marketing] become an expense that doesn’t help when sales can’t seem to engage clients.

While sales continue to follow the trajectory of human connection and persuasion, marketing is the variable element that keeps the game interesting.

Recognizing this relationship is critical for law firms looking to expand. By ensuring that marketing strategies are as well-maintained and adaptable as the pinsetter, firms can create the perfect setup for their sales teams to strike with impact time and time again.

Law firms can adapt their marketing strategies by embracing the following principles:

1. Data-Driven Decisions: Law firms should use data analytics to understand client behavior and market trends as a pinsetter machine responds to the pins' positions. By analyzing data, firms can tailor their marketing efforts to target the right audience with the right message.

2. Agile Marketing Techniques: Marketing changes rapidly, like the pinsetter resetting for a new frame. Firms must adopt agile marketing strategies that allow them to pivot quickly in response to industry shifts or client feedback.

3. Content is King: A law firm can stand out with high-quality, informative content that addresses potential clients’ pain points. Blogs, whitepapers, and webinars are effective ways to demonstrate expertise and thought leadership.

4. Digital Presence: A robust online presence is essential. This includes an up-to-date website, active social media profiles, and a strong SEO strategy to ensure visibility in a crowded digital landscape.

5. Personalization: Personalized marketing resonates more with clients. Use CRM tools to segment your audience and tailor communications to meet their needs and interests.

6. Client-Centric Approach: Focus on building relationships rather than hard selling. Engage with clients and prospects through networking events, social media, and personalized follow-ups.

7. Embrace New Technologies: Stay ahead by incorporating the latest marketing technologies, such as AI-driven analytics, chatbots for client interaction, and automated marketing platforms.

8. Measure and Optimize: Continuously measure the effectiveness of marketing campaigns and optimize strategies based on performance data. This ensures resources are being used efficiently and goals are being met.

By integrating these adaptive strategies, law firms can ensure their marketing efforts are as precise and effective as the pinsetter, creating the perfect setup for the sales ‘bowling ball’ to strike successfully.

3 Quick Tips for Cyber Security

by Paul LaFlamme

Tip 1. A weak password is still the #1 way hackers break into your network. In fact, 81% of the total number of breaches last year utilized weak or stolen passwords!

Here’s what a GOOD password should contain:

• Never reuse a password for multiple accounts (like making your Facebook and LinkedIn passwords the same). 

• No complete words, like “PaSsWord123#.” While this meets the requirements, a hacker’s brute-force software will crack that in seconds.

• At least one number and one symbol (#, for example)

• Uppercase and lowercase letters

• A minimum of eight characters

Tip 2. There are dozens of “people finder” websites like Spokeo that host databases full of personal information, such as your phone number, home address, age, birthdate, and even relatives and court records.

You can opt-out, but you must do it separately for each account. Services such as PrivacyDuck and DeleteMe can do this for you, but they aren’t free and don’t include every single people-finder service. 

We recommend you search on your name to know what’s being shared publicly and then opt out accordingly. 

Tip 3. To limit the data gathered on you when surfing the web, trade in your current browser for DuckDuckGo. 

Unlike Google and Bing, DuckDuckGo doesn’t track you online, your history, and searches, linking them back to you. 

It also won’t serve up targeted ads based on your private searches. Of course, that will limit some of the browser's features, but if privacy is important, this is the best search engine.

Have questions about cyber security or some other IT-related issues? Access our calendarto book a quick, 10-minute call.

Say NO to the Prospect!

by Nancy Zare, Ph.D.

Intuition exists, even for attorneys.

Some people feel it in the pit of their stomach. Others clench their jaws. Many get headaches—a few break out into a sweat.

Pay attention to your bodily signals. Certain prospects are trouble from the start and may cost more than you net.

Donald gave no credence to his intuition. He ignored the subtle signs that Rachel was not his type.

They met at a networking event and had a pleasant conversation. She perked up when he mentioned that he was an attorney and volunteered that she might need his services.

The next day, he called to set up an initial consultation. During the meeting, she shared her concerns, and Donald found himself giving “free” advice.

He vaguely sensed something wasn’t right but reassured himself that he had found a good prospect, especially since she asked for references. He gave her three names and their contact information.

During the ensuing week, Donald learned she called one of the references and questioned him aggressively. Donald was unhappy to hear this as he had to repair his relationship with his client.

He called Rachel, who said that the reference was not like her. As she had been previously disappointed by another lawyer, how could she be sure that Donald was the right one?

Eager to prove he was the best choice, he invited her to an online event where he was the presenter. The day before the event, she emailed him several times asking for the link. He sent it with instructions for how to log on, but she claimed it wasn’t working. She failed to attend the event.

Afterward, he telephoned her to schedule an appointment. She asked him to send her a recording of his presentation for review, along with a contract.

More time passed. She failed to sign the contract and didn’t answer or return his phone calls. What should he do?

Finally, his intuition and logic made him conclude that she was a difficult person to work with. He had invested a lot of time. How would their relationship turn out if the “courtship” was so problematic?

People like Donald aim to serve and may contort themselves to fit the mold of their prospects. When they do so, they pay a hefty price in losing integrity and self-esteem.

Knowing the personality traits of your ideal client may mean saying “no” to prospects who do not fit that profile.

Are you curious about identifying your ideal client profile? In just 25 minutes, you’ll have the answer. With this knowledge, you’ll be prepared to attract the right people and duck those who are a poor match.

Use this information to develop your elevator speech and marketing materials.

Schedule your session now.