Best Friends at the Bar: Sharpen Your Marketing Skills and Fasten Your Seatbelts!
Editor's Note: This post originally appeared on the Best Friends at the Bar blog on October 6, 2011.
The principal of LawBiz Management Company, Ed Poll, has some interesting things to say about the marketing skills of women lawyers. Mr. Poll has practiced law on all sides of the table for 25 years– as a corporate general counsel, government prosecutor, sole practitioner, partner, and law firm chief operating officer, and he ought to know a thing or two.
According to his theories, if law firms encourage women in the interpersonal marketing arena and if women engage, women will be very successful marketers,and they will have more clients. The key is for women to use their natural social and interpersonal talents in putting the client at ease and treating marketing like a conversation. Poll says that this conversation is best accomplished by letting the client talk about his or her business concerns in a non-threatening atmosphere.
It seems to me that the skill of strategic questioning is key in this conversation, and women know how to do these things—whether the conversation is with the teenage child who is reluctant to share information or the husband who refuses to! Questions about the goals and objectives of the client business can result in making the client feel valued and important and can lead to information about the challenges and vulnerabilities the client feels, which often lead to opportunities for representation.
As Poll points out, the best way for this information-gathering conversation is person-to-person. This is where the Internet and e-mail will not suffice. Make it up front and personal, as in face-to-face, and you will be on the road to effective marketing.
So, put on your marketing hat and get out there. You are a natural!
For more from Mr. Poll, go to http://sclawyersweekly.com/news/2011/02/25/coachs-corner-eff...