October 2, 2006
The 10 to 15 Minute Rainmaking Plan
I just read a newsletter from the Boyens Group, Inc. and the title to the lead article hit home, “Plan your Work and Work your Plan.” The Boyens Group works with companies to optimize their sales processes.
The formula for successfully making rain as a legal professional is as simple as the title to that article. There are 365 days in a year over which that plan should be spread. The point is that there is plenty of time in spite of the 1600 to 1800 billable hour load shouldered by attorneys in the average midsized firm. It is all about setting small individual steps spread over a long time and carried out consistently. You are not going to be able to call 20 people on the last day of the month and ask questions like the following:
• What else can we do for you?
• Who do you know that our firm might be able to help?
• How about meeting me for breakfast and giving me an update on the things keeping you up at night?
• I read about the (anything) issue and wondered if that was something that concerns you?
• I know it’s your birthday; I called to see if I could buy you lunch to celebrate?
• The company is having a seminar about (anything) on (any date) . Do you think you will be able to attend?
• I have four tickets to (anything). Would you and a companion join Bob (or Betty) and me at this event?
• I read about your promotion (or career move) and wanted to congratulate you and ask if there is anything I do to help you in your transition?
• I’m having an open house next Saturday. There are some people I would like to meet you; do you think you will be able to join us?
• Our environmental (or estate, litigation, etc) group has been doing some valuable things for other clients; may I come by your place next week and introduce you to the practice leader?
• Etc, etc., etc.
While you are not going to call 20 people on the last day of the month, you can develop the discipline to set aside 10 to 15 minutes every single day to make one call and do it and do it consistently. Have a target call for the day and two to five alternative targets in case your first caller is unavailable.
You don’t have to do it all alone! Have a secretary line up your calls for you. Here are some of the tasks you can delegate:
• Keeping track of your growing list of contacts and prospects
• Keeping track of important dates – birthdays, anniversaries, etc.
• Scanning local papers, industry publications, client and prospect newsletters and web sites. Take advantage of RSS feeds for new releases and other sources.
• Keeping you informed and ready to make calls
• Taking the initiative to draft letters and provide you with addressed cards and notes to send regarding important dates and events
• Etc.
Make your secretary a hero. You are a team doing this together. Share the accolades for the successes. None of us can succeed alone.
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Filed under Marketing by Tom Collins