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The Red Zone

The RED ZONE

By Allan Colman, the Closers Group

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Most pertinent to the art and science of new business generation is the RED ZONE, a football analogy which refers to the final 20 yards left for the team to traverse before the goal line. But in-house counsel have tightened up their Red Zone defenses.

To overcome hidden decision-making, a Red Zone strategy must include a systematic aproach to revealing what the decision-makers won't reveal on their own. Who is the real buyer of the service you're selling? Who is its real user? When are they the same person?

Do you ever wonder how in-house counsel make their law firm selections? It's a question that keeps many up at night and others dreaming of being a fly on the wall in the board room of their bigger prospects. This decision-making process has long been a hazy one, one that every attorney needs to better understand.

Successful business generation hinges on the ability to truly understand the needs and objectives of inside counsel. Marketing departments are a great resource, but without attorneys actively leading, closing new engagements won't occur.

Join our discussion of topics, such as pressure from CEOs, a growing turnover rate of senior inside counsel, shareholder concerns, etc. What have you observed and been challenged by when getting a candid moment with a client or prospect? What would you like this column to address for the next several weeks focusing on unsuspected buyer attitudes. And how have you and your firm responded and generated positive results?

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