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Building and Sustaining a Marketing and Sales Culture at Your Law Firm

By John Remsen, Jr.

Getting lawyers and law firms do things differently is not an easy task and instilling a marketing mindset among lawyers is a major effort for most firms, resembling the proverbial challenge of “herding cats.”

A national consulting firm recently examined personalities of lawyers from around the country using the Caliper personality index and was able to qualify what many of us have known for years. Compared to the rest of us, lawyers:

  • Hate change, respecting precedent because it was drilled into them at law school;
  • Are highly skeptical of new ideas and concepts, demanding proof that change will work;
  • Love autonomy, preferring their own judgment over that of any hierarchy or policy; and
  • Have a high sense of urgency, expecting immediate results on even complex efforts.

It's not surprising, then, that most law firms (especially smaller and mid-size firms) operate much like fraternities. Governance and decision-making are often difficult and time-consuming because everyone wants a voice in the process.

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