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Law firms face all kinds of problems when they try to cultivate a business development culture. Many lawyers are not interested in business development. They’re usually busy and they’re probably earning a comfortable living. So the need to develop business doesn’t seem pressing. Even more significantly, a lot of lawyers hate the idea of selling. In their minds, it evokes images of being pushy, invasive, sleazy, manipulative and needy. Many lawyers are skeptical about their ability to generate business and so they are reluctant to invest time or money. And they don’t like sharing relationships, so are unwilling to support cross-selling or internal business development.
‘Cause We Are Living in a Digital World …
By David McCann
As with traditional branding, a digital brand is simply the perception individuals have of a business or organization online. Digital branding is a brand management technique that uses a combination of Internet branding and digital marketing to develop a brand over a range of digital venues, including Internet-based relationships, device-based applications and media. The objective is to establish and build trust with potential clients, especially while they are in the decision phase of the selection process.
Sales Speak: Grow Your Clients: MLF’s Challenge
By Beth Cuzzone
As you approach your clients during the upcoming holidays and new year, think creatively. This Q&A with Aon COO Audrey Rubin provides more than a dozen examples of ways to add value and build stronger relationships with our clients. The MLF team challenges you to undertake one or two of these in your next go-to-market strategies.
Voice of the Client: Chief Client Service, Experience and Value Officers in Law Firms
By Julie Savarino
Roles, Results & Roadblocks
An increasing number of the world’s largest law firms are conducting business at such a scale that having a dedicated, full-time client service or experience officer adds significant value to the firms and their clients.
Marketing Tech: How CMOs Can Use Retargeting to Attract New Business
By Larry Bodine
Retargeting combines two of the most important aspects of digital marketing: automation and personalization. Marketers use retargeting to stay in front of the consumer across devices and to ultimately try to reach them at the right time — the moment of purchase intent.
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