As we wrap up another year, I tend to reflect on the relative success and failure experienced by lawyers in my ResultsPath sales training and coaching program. Setting aside factors over which the lawyers have no control (management commitment, oversight, and support), it seems like the primary determinant of success is how much mental energy or “think time” they devote to marketing and sales.
Think about the mental preparation or think-time that lawyers routinely apply to legal matters:
- Evaluating the facts of the client’s business- and legal situation,
- Appraising strengths and weaknesses of the client’s position,
- Setting goals,
- Weighing options, and the risks, benefits and costs of potential strategies or tactics,
- Anticipating opponents’ potential- and likely responses,
- Sequencing actions in a logical order,
- Allocating roles and tasks to team members to maximize the total impact, and
- Preparing for interaction with various stakeholders in the matter.
You may be thinking, “Duh. Of course we do all that thinking. If we didn’t, we’d be entrusting our success to sheer luck, and no client would tolerate that poor level of preparation.” OK, that’s great.
Now, think: Who is your most important client? I’ll argue that it’s you (and, by extension, your team and family). After all, if you fail at business development, all those depending on you pay the price.
So, how badly are you under-serving your most important client by being under-prepared and trusting your luck?
Since the next two Tuesdays abut holidays, ResultsMailVT will go dark until January 3rd. That gives you three weeks to think about how to be well prepared for 2017. Don’t short-change yourself. Budget ample think-time for this critical function.
If you’re in my coaching program, schedule a call with me and I'll help you think things through.