The best sources of new business are existing clients, referral sources and community and trade associations, which are all based on face to face meetings. At these meetings you build relationships and friendships.
Essentially effective legal selling is NOT selling. The sort of questions you should be asking instead, are all about the client’s business. Where is the business up to? How are sales? Are there any new developments with products or people? Any new initiatives? Make sure you do research before your visit, possibly using Google Alerts.
Cold calling is tough. I am not saying don’t use it but few people enjoy it and that will show in your voice and manner. Do what you are comfortable with. Public speaking is said to be the number one way to attract new clients but not everybody likes doing it. Maybe you substitute inviting potential and existing clients around to your house for a meal instead.
Where are you going to find the time to do this marketing? Try and incorporate it into things you already do. If you go for an early morning coffee, invite a referral source to go with you. You should try and get at least one lunch meeting per week dedicated to marketing yourself to a client. Join trade associations where you will meet relevant business people and maybe go out one night per month. Every one of your friends, family, neighbours, children’s friend’s parents etc should all know what you do. Don’t keep it a secret. If a business development opportunity raises itself in a social environment so be it. It won’t always happen when you are sat at your desk.
Business development is not an event but a process. You are unlikely to reap immediate rewards. You will be successful in the long term if you stick at it. Top Business Development Professionals always know a lot of people and have more relationships than the average person. These are not just superficial relationships but where people tell them what their problems are.
When visiting clients, find out if they have issues collecting payments, troublesome staff, new products that will need Intellectual rights and so on. Ensure all department heads know who you are and what your firm can cover. The best performers are rarely stuck at their computers in the office. They are usually out meeting people. People still like to buy things from others they know and trust. You need quality time with potential clients to convince them of your worth. It is well accepted that people need to be heard, and you need to become the source that people turn to, when they offload their problems.
