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Preparing for Things That Go Bump in the Night
In life, there are no guarantees. In my role as a business development consultant, I'm often asked about the likelihood of success for various attorney sales approaches. Rather than offering a definitive answer, I often draw on Jay Abraham's responses to hypotheticals:
- Will everything work out as well as we expect it to? Hardly.
- Will some of the things we hope for not happen or turn out worse than we expect them to? Undoubtedly.
- Will there be some things that turn out better than expected? Probably.
- Are there more opportunities that will be uncovered as things progress? Again, probably.
The final question that is often posed offers a bit more flexibility: Will you do everything in your power to make the result of this business development opportunity an outstanding success? If your answer is yes, the response is “Absolutely.”
Law firm marketing is no different than any other service or task. Put the effort in. Plan for the worst and hope for the best. And then work, work, work until you see the results.
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