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Marketing and business development
strategies with the most impact
Larry Cattle
Marketing and business development consultant
Law Society Consulting
Agenda
• Standing out in a crowded market
• Using the right communication channels
• The power of coffee
• The importance of strategy
Agenda
• Standing out in a crowded market
– as a firm
– as a practice
• Using the right communication channels
• The power of coffee
• The importance of strategy
Standing out in a crowded market
“Pecha Kucha” slide presentation
Standing out in a crowded market
Huge market – £25bn, 2% GDP
2%
18%
80%
Total law firms = 11,000+
25+ Partners
4-24 Partners
1-3 Partners
High Street
Title of slide 32 pt Trebuchet •
24pt T
rebuchet
Quality?
Price?
Location?
Accessibility?
Approachability?
Friendliness?
Reputation?
Recommendation?
Agenda
• Standing out in a crowded market
– as a firm
– as a practice
• Using the right communication channels
• The power of coffee
• The importance of strategy
Observations for property law firms
and property lawyers
Observations for property law firms
and property lawyers
The market
• Mature market
• Few new laws
• The smallest can now compete with the largest
• Commoditisation creeping across all areas
• Client loyalty has weakened
How to stand out?
Observations for property law firms
and property lawyers
How to stand out?
• More perceived value from your offering
• Offer relevant specialisms
• Proactively help clients’ challenges outside the law
• Flexible pricing
• More commercial approach
Agenda
• Standing out in a crowded market
• Using the right communication channels
• The power of coffee
• The importance of strategy
Using the right communication
channels
Exercise
Agenda
• Standing out in a crowded market
• Using the right communication channels
• The power of coffee
• The importance of strategy
Managing Partners and Senior Partners in countless law firms:
“If only we could get our people to do more business
development”
Engaging in more business
development
A few extra cups
of coffee…
Project Connect™
Objectives
• To generate as many extra coffee meetings as possible
• To involve all fee earners in the firm, from Partners to
Graduates
All because we want more business development
activity than usual
If we get some instructions that’s a bonus!
The task
• All fee earners submit 5 – 10 targets
• Targets determined by agreed criteria
• Each fee earners sets off to try to get as many coffees
as possible
Summary – Client 3
(Property business)
Fee earners participating:
Target contacts:
Target contacts activated:
146
1355
724
Measuring with the coffee filter
How have we done so far?
929
205
(22%)
67
(7%)
201
(22%)
281
(30%)
71
(8%)
57
(6%)
47
(5%)
Summary
Fee earners participating: 146
Target contacts: 1355
Target contacts activated: 724
Total fees: £XX,000
How do we compare?
Not
started
No
reply
Reply Coffee 1 Coffee
2 and
+’s
Good
lead/
pitch/
referral
Instruction
Firm 3
22% 7% 22% 30% 8% 6% 5%
Firm 1
42% 13% 11% 11% 7% 12% 4%
Firm 2
23% 26% 17% 18% 9% 3% 4%
The Law Society Excellence Awards
Excellence in Marketing and Business Development
This award went to the most innovative, creative and
inspiring business development campaign executed by a
law firm or in-house legal department.
Project Connect™
Project Connect™
Could it work in your firm?
Observations for property law firms
and property lawyers
Project Connect™ and coffee meetings
• Importance of face to face
• Client conversations
• Listening time
• Client relationships
• What matters most to clients
• Suited to high levels of activity
Agenda
• Standing out in a crowded market
• Using the right communication channels
• The power of coffee
• The importance of strategy
Using a strategic planning approach
•Where are we now…where do we want to get to?
•Clarity of journey
•What gets measured…..
•Motivating for all involved
So, remember….
• Find your differentiator
• Shout your message out loudly and consistently
• Have more conversations with clients
• Stay strategic
And above all….
• Drink more coffee!
