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The Red Zone

The RED ZONE - Selecting Outside Counsel

By Allan Colman, Managing Director, the Closers Group: acolman@closersgroup.com

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RELATIONSHIPS AND RETENTION - The Red Zone strategy to build and maintain relationships with inside counsel needs to be informed by an in-depth analysis of a company's past selections - how they wre made, problems that might have occurred afterward, legal-trade press or other media coverage of the relationship or the cases and transactions involved.

This research, on the one hand, will set the seller's expectations and, therefore positively affect its strategy. On the other hand, the research will reveal holes in prior or current relationships, which should suggest natural opportunities for the seller to differentiate itself. For example, providing a resource missing from other engagements will get your firm's foot firmly planted on the "closing" goal line, if only regarding a discrete project. However, remember that limited engagements are always a sound Red Zone objective. Small successes position you for big ones.

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