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These are slides from a talk I gave to Allice (Association of law librarians in central England) about how to understand lawyers better so that they can improve engagement with them, market their services better by explaining to lawyers how their services can help them with their challenges.
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ImprovingEngagement
Hélène Russell©TheKnowledgeBusiness
Who am I? Who are you?
Intro Lawyers Marketing Next steps?
Hélène Russell
The Knowledge
Business
Author“KM
Handbook”
Knowledge Network
WestExec-MBA
Solicitor non-
practising
Agenda
Intro Lawyers Marketing Next steps?
• Lawyers• who they are• what motivates them• improving how you engage &
communicate
• Marketing LIS & changing attitudes
Legal market pressures
Intro Lawyers Marketing What next?
Law firms
ABSs
Pressure on fees,
cashflow
Public funding and public sector ↓panels
↑GC expectations
Increased regulation
Lawyers’ motivations (1)
• Personalities (Susan Daicoff’s US research)• Myers-Briggs types • Need for power• Testosterone levels• Evaluating options
Intro Lawyers Marketing What next?
Myers Briggs types
Intro Lawyers Marketing What next?
Intuiting Sensors
Thinkers Feelers
Introverts Extroverts
Judging Perceiving
Need for power?
Intro Lawyers Marketing What next?
power• Need to lead or
have impact on others
affiliation• Desire for
friendship, love or belonging
achievement
• Need to compete with an internal or external standard of excellence
Testosterone & masculinity
Intro Lawyers Marketing What next?
all pro-fessionals
all lawyers blue collar workers
0102030405060708090
100
Evaluating options
Intro Lawyers Marketing What next?
Lawyers evaluate options economically, whereas non-lawyers are swayed by psychological factors
Materialism – they value the bottom line
What does this mean (1)?
• Interacting successfully:• meetings• written work & reports• project work & priorities• finding the value
• evidence, ROIs and evaluating projects• courageous conversations
Intro Lawyers Marketing What next?
Lawyers’ motivations (2)
• External pressures• firm rewards, recognition & drivers
• chargeable hours targets• marketing activity targets
• training & gaps
Intro Lawyers Marketing What next?
What does this mean (2)?
• WIIFM• Chargeable hours pressures • Meetings, projects & written work• Glory• Please their clients & new business• Improve leverage• Connecting people & teaching
Intro Lawyers Marketing What next?
Take a break ...
Marketing LIS
• Why market?• What is “marketing”?• Finding the “value” – defined by who?• Internal & external marketing
Intro Lawyers Marketing What next?
Ideas for LIS marketing
Intro Lawyers Marketing What next?
• Demonstrating the value-add• Practical ideas
• in-house• low hanging fruit, catch them young &
convert a sceptic• what’s in your firm’s marketing plan?• look more broadly• conversations, big and small
Summary
• Lawyers have a unique personality type• Lawyers face unique pressures due to the firms they
work for• Understanding this can help you find the value for
them in what you offer & improve your communication/engagement
Intro Lawyers Marketing What next?
Questions?
Any more questions?Your problems for discussion?What 3 things will you now do differently?What 3 new things will you now commit to doing?
Intro Lawyers Marketing What next?
Stay in touch
T: @heleneadbyBlog: knowledge4lawyers.wordpress.comFB: The Knowledge BusinessL-In: uk.linkedin.com/in/helenerussellW: www.theknowledgebusiness.co.ukNews: www.tinyurl.com/tkbnewsTel: 07548 912 779