27. Business Development Is an Outcome, Not an Activity

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.

X

Thank you for sharing!

Your article was successfully shared with the contacts you provided.

This lesson concludes our mini-series on the disconnect in the legal market, and what law firms can do to bridge it. In the first episode we looked at our fictitious law firm Diamond LLP, and their botched marketing plan, “Operation Sparkle.” Then, the previous lesson saw how our fictional GC, Midge, heard something quite different from what Diamond thought they were saying. Now we can wrap up by seeing how Diamond LLP had a small epiphany with big results.

The leadership at Diamond were baffled by the failure of Operation Sparkle. After some cold reflection and heated discussion, they came up with a very good idea. Since none of them knew what was wrong with Operation Sparkle, why not just ask the clients. This simple but striking insight would change everything. It was the first time in the entire process that they had taken an interest in the client’s viewpoint. In effect, perhaps unwittingly, they would ask clients not just about their campaign, but also about their entire operation and about the disconnect in the legal profession. It was a devastatingly simple idea; direct communication aimed at learning the buyer’s viewpoint.

This premium content is locked for
Lean Adviser Legal subscribers only.

  • Subscribe now to receive:

  • 100+ Think Lean Daily Messages
  • 100+ Lean Lessons
  • 27 Lean Routine Checklists
  • 15 Lean Adviser Videos
  • Conference Calls for Q&A with Lean Adviser Editors including
    what’s coming next from Lean Adviser
  • Quarterly Training Sessions

Already have an account?
Interested in customizing your subscription with Law.com access?
Contact our Sales Professionals at 1-855-808-4530 or send an email
to [email protected] to learn more.

 

Read These Next

Lean Adviser4. How to Give Your Clients the Gift of Trust

About Us / Contact Us / Site Map / Advertise With Us/ Customer Service / Terms of Service/ FAQ / Privacy Policy

Publications

Law Topics

Rankings

More

Law.com

Copyright © 2024 ALM Global, LLC. All Rights Reserved.