25. Operation Sparkle: The Law Firm Perspective

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  26. The Disconnected Legal Profession – The Client Perspective

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  Touting past victories and tellling war stories tells prospective clients everything about other assignments for other clients, but nothing about what the firm stands for, and how those values could relate to that client's problems.
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  27. Business Development Is an Outcome, Not an Activity

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  The simple but striking insight of taking an interest in the client’s viewpoint can change everything. In effect, perhaps unwittingly, by asking clients just about a law firm's marketing campaign, it also finds out about the client's entire operation and about the disconnect in the legal profession. A devastatingly simple idea: direct communication aimed at learning the buyer’s viewpoint.
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  28. Conclusions and Client Connector (Detox, Cleansing) Tool

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  Connecting with clients and bridging the disconnect in our profession is the single most important survival skill any law firm can develop. Every law firm wants to stand for something, and have a set of values, but be sure to make them clear, relevant and client-facing, because this is what will resonate.