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  • May 22, 2020 11:22 AM | Kirsten Lovett (Administrator)

    Dear LSSO Community,

    We are offering free memberships to LSSO for 2020. During this time, access to information and a network of peers is more important than ever. We hope you will take advantage of LSSO's resources and join today.

    Current LSSO members, we will be extending your memberships through the end of the year.

    Be well and we hope to see you at an upcoming RainDance 2020 Web Briefing.

    The LSSO Team

    Get Your Complimentary LSSO Membership


  • May 21, 2020 11:59 AM | Jenifer Hamilton (Administrator)

    By Eric Fletcher

    Virtually every lawyer I know would pay a lot for an efficient way to connect with qualified leads. The possibility of a steady stream of new clients is the ultimate siren song of marketing strategies and technology platforms.

    Given the impact of COVID 19 on many traditional ways of connecting with the market, the idea of a system that delivers new prospects may have increased appeal.

    But we should tread carefully as we explore expanded marketing communication efforts. (Do minimal research and you’ll see multiple in-house counsel saying enough with all the alerts.

    Sure...visibility is valuable. Subscribers, friends, fans and followers are assets. SEO and web traffic is important. But all are of little value if a strategy does not provide for a connection that leads to an engagement.

    And a solution that delivers on the promise has historically seemed elusive for most lawyers. So I get it if skepticism runs high.

    Lead Generation: Hype or Real?

    It is possible for marketing efforts to open doors and purposely instigate conversations that result in new client relationships — including the kind that bring highly profitable and sophisticated work.

    Here s the catch. These relationships are decidedly not the byproduct of playing a communication numbers game, employing the genius of automation or a one-off initiative.

    But there is a formula that helps build a pipeline that will deliver measurable organic growth.

    Here are the four required building blocks.

    1. Identify Targets

    This is the foundation of an efficient professional services sales initiative. No matter how creative or eloquent or persistent, cast a marketing effort out there hoping to connect with anyone who needs a lawyer, and you will continue to be frustrated and wrestle with questions of ROI. Bank on the belief that prospects will knock on your door simply because of your firm s name, and you re tossing resources into the wind.

    On the other hand, invest in identifying targets for whom your firm’s/individual lawyer’s services are especially relevant, and your outreach can become a critical link in the sales process.

    If naming specific targets is problematic, it is time to put the brakes on your plan and dive into the work of Target Identification.

    2. Become Relevant

    This is about understanding the business issues faced by the target. In consultant-speak, know what keeps your target up at night. In plain English — what causes stress, is a drain on resources, impacts profitability, and threatens existence. Become relevant in these areas and you have a shot at being deemed valuable by the prospect.

    (Sound familiar? Clients have been telling us this for years.)

    Insist on turning every communique into pitch that is all about you, and risk being relegated to market noise — where every message looks and sounds the same — and where there is a shrinking pool of quality prospects.

    3. Deliver Value

    With a clear understanding of what your target cares about, the way to differentiate an effort and prompt prospects to take action is to deliver value around this issue(s).

    Let’s face it...this is where marketing efforts often go awry because we go to the marketplace with what we deem to be valuable. Our message. Our offering. Our answers. When a neighbor’s house is on fire, listing all the features of your property is not the best way to engage in a conversation.

    And today many of our best prospects feel they are stranded in the middle of a burning platform.

    Effective lead generation — that is, a productive on-going connection and conversation with a qualified target — is initiated by delivering something the target defines as valuable.

    4. Keep the Conversation Going

    In what endeavor of consequence does delivering a message once get the job done?

    A healthy pipeline keeps the conversation going.

    Wherever a go-to-market strategy does not include intentional, strategic and personal follow up, the effort will most likely be one more less-than-productive initiative.

    The nature of the follow up will vary depending on the situation. But without on-going dialogue, the market is left to do the hard work — identify what differentiates you from the competitor, and beat a path to your door…undistracted by the messages and promises of competitors. The deck is stacked against you.

    These are the four keys to building a pipeline of predictable sales. How you personalize and wrap them will vary widely. This is where the innovation and creativity of professional marketers comes into play.

    Think of these four ideas as strategic cornerstones, and find creative ways to apply them as you relate to a marketplace reshaped by COVID-19.

    Eric Fletcher, Eric Fletcher Consulting
    www.marketingbrainfodder.com

    Eric helps lawyers, accountants and other professional service providers design communication, marketing & growth strategies. He is an author, a TEDx speaker and proud dad.
    He resides in Austin, TX.


  • May 06, 2020 6:25 PM | Jenifer Hamilton (Administrator)

    The Legal Sales and Service Organization (LSSO) has chosen a panel of four highly respected judges who will be evaluating and selecting the winners for the 2020 Sales & Service Awards. The awards recognize the efforts and results of individuals and teams who have spearheaded initiatives contributing to law firm revenue growth.

    The judges’ panel includes:

    Winners will be announced live on June 3, 2020. 

    "As sales and client service positions evolve in the legal industry, it's important that we highlight their work and impact on the bottom line. We have gathered some of the original movers and shakers as judges to help us identify the leaders in this space. Stay tuned for the professionals and projects that are selected, and plan to attend 
    LSSO's RainDance to learn more." 

    John HellermanHellerman Communications

       


  • May 06, 2020 1:36 PM | Kirsten Lovett (Administrator)

    We are excited to announce RainDance 2020 Web Briefings, a series of virtual educational programs produced by LSSO and our partners. Please join us online and we look forward to seeing everyone at RainDance 2021.

    May 20, 2020

    1:30 pm EDT

    Identifying Business Indicators that Lead to Legal Work

    The rapid and drastic changes in the business landscape have law firms scrambling to figure out which practices are most relevant and aligning resources accordingly.

    Join your LSSO peers for a virtual workshop focused on tracking the path of business indicators to legal issues and using this client intelligence to drive your business development and marketing efforts.

    Learn more and register here

    Speakers:

    Stacy Zinken, Senior Director of Client Success, Manzama

    Kristie Robertson, Director of Intelligence Services, Manzama


    May 27, 2020

    1:30 pm EDT

    ABM in the Era of COVID-19: Strategies to Consider

    During these trying and uncertain times, it's especially important to consider collaboration and innovation within your firm. While we are certainly not suggesting a marketing revamp, now is the perfect time to thoughtfully implement changes to your approach. In this session, we'll discuss the basics of account-based marketing (ABM), why you should execute an ABM strategy and how to get started.

    Speaker:

    Nick Herbert, Director of Enterprise Business Development, Vuture

    Learn more and register here

  • April 08, 2020 8:58 AM | Kirsten Lovett (Administrator)

    After careful consideration and discussion with our Board of Advisors and RainDance Sponsors, RainDance 2020 will be postponed until June 9-10, 2021. At that time, the RainDance Conference will be held at the Mid America Club, Chicago.

    All registrations will automatically be transferred to the 2021 conference. Please see below for more details.

    You don't have to wait until 2021 to hear from our speakers and collaborate with your peers. We are excited to announce a series of virtual educational programs for our LSSO Members and RainDance registered attendees to be held over the next few months. Please visit the LSSO website at www.legalsales.org for program dates. We will also send updated information in our newsletter.

    We wish you and your families and firm team members the best of health during this unprecedented time. Please feel free to reach out and let us know how you are doing, what creative ideas you have for managing your team from home offices, or other ideas we may share with our Legal Sales and Service Organization community.

    The LSSO Team

    REGISTERED ATTENDEES

    Option 1: All existing conference registrations will be automatically transferred to the June 9-10, 2021 conference. You will also receive free access to LSSO's 2020 RainDance webinar series. The webinar schedule will be available in the next few weeks. 

    Option 2: You may transfer your RainDance Conference registration to a colleague within your organization.

    Option 3: You may apply your RainDance registration fee to another LSSO event such as a Coaching Certification Program. Contact Kirsten Lovett for more information.

    Option 4: Submit a cancellation request in writing to klovett@legalsales.org. A $100 administrative fee will be deducted from refunds.


  • March 20, 2020 5:20 PM | Jenifer Hamilton (Administrator)

    By Helena M. Lawrence, Marketing/Business Development, Orrick

    A pandemic is an uncomfortable time for clients both personally and professionally. This is an opportunity for you and your firm to demonstrate how your client service is a differentiator. Businesses are anxious and want to talk about how to manage during a pandemic outbreak.

    Show your commitment to building a strong relationship with your clients and prospects by demonstrating how you deliver strong client service and value adds.

    •   Communicate
      • Make a list of your clients and prospects, consider their resources, sophistication and vulnerability, and pick up the phone and call them. Do not sell, give them an opportunity to vent and talk. Listen and offer ways to be helpful and generally a resource during uncertain times. These calls should be complementary – true value adds.
      •  Reach out to clients and notify them there will be business continuity via remote working so there will be to disruption in your service and let them know that their legal needs will be meet. Proactively offer them resources that they may find helpful.
      • Check in with your referral network. Emails should be brief and friendly. The point is to make sure they think of you, not to sell to or inform them.
      • Turn scheduled in-person meetings into video meetings to enhance connections. You will stand out compared to your competitors who used the phone.
    • Connect
      • Introduce your contacts to resources and people who can help them with their new and unplanned business needs.
    • Create
      • Aggregate and create resources that help clients navigate through the pandemic such as a mini website. Post the date that the content was last updated so folks visiting know how current the information is in a fluid situation. Give your contacts a reason to bookmark your firm. Smart sales start with useful awareness marketing.
    • Community
      • Create communities for similarly situated companies/geographies/positions to share information and support each other. This can be phone or video calls, or virtual communities such as Facebook or LinkedIn private groups.
      • Buy your future client gifts now by purchasing local business gift certificates and keeping them to give at the holiday season. It communicates you value your clients and care about your community.

    Remember to show sensitivity and compassion and your concern for all your communities – firm, clients and larger society. While we will get through a pandemic, the future looks uncertain and everyone reacts differently. Lead with your heart and good things will follow.

    Take care of you and yours.

    About the Author

    Helena Lawrence took the road less traveled and it led her to a career in marketing and business development in Washington, D.C. She provides strategic guidance, thought leadership, and recommendations for innovation, product development and marketing, client service, business development, and marketing initiatives. Helena is the Strategic Marketing Lead on Orrick's award winning GDPR Readiness Assessment Tool and global marketing campaign. Helena and the team from Orrick received the 2018 LSSO Sales & Service Team Award.

    Contact Helena at helenalegalmarketer@gmail.com or visit https://www.linkedin.com/in/helenalawrence/.


  • March 05, 2020 3:24 PM | Jenifer Hamilton (Administrator)

    Goodwin Procter LLP has 2 interesting positions available! Sr. Manager, Client Development for either Boston or New York or Business Development Manager - Specialty Litigation for Boston, New York or Washington, DC. Read More:

    Sr. Manager, Client Development  Business Development

  • February 28, 2020 9:10 AM | Kirsten Lovett (Administrator)

    Burns & Levinson LLP, a mid-sized, Boston-based law firm, is seeking a highly motivated individual to join our dynamic and fast-paced Marketing Department.

    The Internal Communications Specialist will be responsible for the delivery of a comprehensive and coordinated internal communication strategy that supports the Firm’s mission and integrates internal and external news. A primary responsibility of the role will be to drive the mid-to-final stages launching the Firm’s new intranet platform. Once live, the intranet will maintain a sound site navigation and a proper balance of content and tools, as facilitated by the Internal Communications Specialist.

    Learn More

  • February 23, 2020 6:52 PM | Jenifer Hamilton (Administrator)

    By David Whiteside, Director of Client Growth & Success at CLIENTSFirst

    Most legal sales professionals understand the need to match  their firm’s practice and lawyering strengths to the type of legal, compliance and consulting work a client or prospect may need, and know the benefits that come from presenting a good “first glance” fit to your firm. For example, the client likes to acquire specific types of biomedical companies and your firm has the legal talent and connections within the biomedical space, so at first glance there is something there to pursue. 

    But let’s take the matching process to another level. Although the first glance test looks good, does your firm’s internal technology profile match up well to your client’s or target client’s technology profile? 

    Legal departments today consider great legal work as a commodity. Relationships, responsiveness, billing accuracy also all play an important role in selection and especially retention. Companies today now look to a deeper level when evaluating legal providers often referred to as the firm’s “Technology Profile” as they seek to minimize the on-boarding challenges of a new firm. How technologically proficient is a firm and how closely do the tools and processes the firm uses or has skills for match up to the tools and processes the legal department uses to manage files? 

    Common examples are:

    • Invoicing systems – client uses Legal Track, Serengeti or another e-billing system – is your firm skilled in the usage of the system the prospects department uses?

    • Collaboration Platforms – Many legal departments are adopting these platforms – are they on HighQ, Segment, SharePoint or Workstorm? Is your firm adept at using these tools?

    • Westlaw or Lexis? If your firm sends them a document with linked citations can they easily get to them? 

    • E-Discovery – Do they use Relativity, Ringtail or other common systems, and do you have teams already skilled with these options? 

    • Project Management – do your lawyers have LPM skills and if so any proficiency with various software commonly used?  Are they good with Excel which is the number one Project Management tool used?

    • Do they have any unique internal systems you would need to master in order to work with them? Are you prepared to offer a plan to get up-to-speed at no cost to the client? 

    • Does your firm offer any unique or innovative systems that will differentiate your firm and a plan to educate the client? 

    The gauntlet of requirements to win new clients as well as retain existing clients gets more challenging every day. Your ability to profile your firm’s capabilities, and often a competitor’s capabilities, against the systems a prospect currently uses can be a real differentiator in a tight battle, and today they are all tight.  This may not be as high on the clients list if the file is a “bet the company” scenario. But for most work where the prospect has a wide range of hiring options the ability to differentiate your firm beyond checking the skilled lawyering box can make all the difference.   

    About the Author:


    Dave Whiteside is Director of Client Growth & Success at CLIENTSFirst.

    Dave’s focus is helping the company grow and expand its CRM, Data Quality, eMarketing and Client Intelligence service offerings, and building alliances that help deliver additional value to Clients.



  • February 11, 2020 2:47 PM | Jenifer Hamilton (Administrator)

    We are very excited to announce that John Livesay will be our keynote speaker at the upcoming 2020 RainDance Conference.  John Livesay, aka The Pitch Whisperer, will share the lessons learned from his award-winning sales career at Conde Nast.  Learn how to stand out in a "beauty contest" when you have to present against other law firms to get new clients. No longer will it matter whether you present first or last once you learn how to become a master storyteller.  Whoever tells the best story of origin and brings case studies to life in a story will be the one to win the new client.

    • Put the 4 elements of what makes a story compelling and concise to work for you. 

    • Gain increased confidence in your storytelling skills which will make you magnetic to your ideal clients. 

    • Discover what the best storytelling genre is to use to make your team memorable.

    • Answer the unspoken questions in your stories that everyone has when they hear a presentation.  

    After John's keynote, you will go from Invisible to Irresistible and become a "Revenue Rockstar".

    Attendees will receive a copy of John’s best-selling book, Better Selling Through Storytelling.

    Register for RainDance 2020 now!



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