Navigating the Turbulent Waters in an Evolving Legal Marketplace
Okay, okay. I know what you’re thinking. Isn’t marketing by definition proactive? Well, I’m thinking about a slightly different twist. It involves anticipating future problems that a client may encounter and discussing them with them in advance before they ask somebody else.
A couple of days ago The BTI Consulting Group published the results…
Why is it difficult? First, because many corporate clients do not want to put all their eggs on one basket. For political, financial and/or relationship reasons they want to spread the work around. Sure, a number of major corporations are reducing the number of outside law firms. Often doing so to better manage administrative headaches.…
After 25-plus years in marketing lawyers, it continues to amaze me that some lawyers do not understand why cross-selling so often doesn’t work. The thinking seems to go, “I’m good at… (fill in the blank), we’re partners, and they should just refer ‘their’ clients to me so I’ll have more work.”
The question is “why…
