HedsUP! From Hedley Consulting

Welcome to the Spring 2012
issue of HedsUP!

Spring into Action!

"Vision without action is daydream. Action without vision
is nightmare."
Japanese Proverb

Spring 2012

Without a clear vision, coupled with a strategy to deliver it, firms leave their future success to chance. But the vision must be more than clear, it must be achievable. And the strategy to achieve it must be founded in the firm’s resources, capabilities and client opportunities. Most importantly, and self-evidently, any vision will only become reality through changes to the behaviours and activities of people across the firm.

The leadership team’s ability to translate high-level strategy into a series of actionable steps that can be clearly communicated is the key to success. It is through the day-to-day actions of those on the ground that real change and progress is delivered rather than the over-intellectualisation of the strategy process. An unobstructed line of sight from vision, through strategy, to an implementation approach which encourages the right sorts of personal behaviours and activities is required.

Less is more and simplicity is good. Real progress is forged by a shared, unambiguous understanding about where the business is headed and the important role that each person plays, through their daily actions, in achieving this goal. Overwhelming momentum can be built by individuals taking responsibility for the two or three things within their control which “make a difference”. The alignment of this granular activity across the firm is what drives sustainable success.

I hope that you enjoy this issue of HedsUP! If you have any questions or would like further information please do not hesitate to contact me.

Best wishes,

Andrew Hedley

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On your desktop

Client Service and Relationship Strategy

Despite having been centre stage for almost two decades, it remains the case that the effective management of client relationships and the delivery of quality and consistent levels of client service are two of the key management challenges facing many firms. These obstacles are multi-dimensional since the practice of client relationship management (CRM) contains facets which are simultaneously both internal and external, as well as reaching across departments and involving both legal and support teams.

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The Role of the Partner in Delivering a Marketing Strategy

While it may be self-evident that the law firm partner has a central role in the creation, development and implementation of a successful marketing and business development strategy, the nature of this role is less well articulated. This chapter considers the nature of this role and the relationship between the individual partner, the business development department and the firm as a whole. It takes a holistic view of business development and the numerous interactions that are needed for effective delivery of a strategy.

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Firms should focus on doing the simple things well

It never fails to surprise me how consistently firms fail to adequately prioritise their time and efforts to doing the simple things well. Surely putting one’s own house in order would deliver the most returns most quickly, whether by securing existing client relationships, expanding those that are nascent or providing a catalyst for the introduction of new service lines.

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Effective business development = low risk + high trust

The best approaches to law firm marketing and sales share two characteristics: they aim to minimise perceptions of risk and to maximise feelings of trust between the decision maker and the firm.

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Have we forgotten about clients in merger discussions?

Law firm mergers are fascinating things. They mix high drama and Greek tragedy as courting parties – initially with uncharacteristic coyness and latterly with a disregard to sensible decision making – waltz towards ultimate consummation. However, much of the discussion is tangential to the real issues at play.

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News Bytes

The Merger Option - Mad, Malevolent or Magnificent?

Andrew Hedley will be speaking at the Law Society Law Management Section's 14th Annual Conference on the topic of "The Merger Option - Mad, Malevolent or Magnificent?". The conference will take place on 10th May 2012 at The Hilton Paddington Hotel, London. To read more about the conference or to access a full agenda and booking form click here.

Client Strategy Masterclass 2012

A Client Strategy Masterclass, developed in conjunction with Legal Week, will be delivered by Andrew Hedley on 13th June 2012 in London. To read the programme brochure click here or to book a place click here.

Effective Client Retention Strategies Masterclass

Andrew Hedley will deliver an Effective Client Retention Strategies Masterclass on 3rd July 2012 in London. The focus will be on building plans to ensure that firms maximise the value of existing clients through the deployment of retention and expansion strategies. For more information, a detailed programme or to book a place click here.

Strategic Options in a Changing Legal Market Webinar

On 27th September 2012, Andrew Hedley will deliver a webinar on the subject of Strategic Options in a Changing Legal Market. The webinar forms part of the Law Society Law Management Section’s annual webinar programme. For more information or to book a place at the webinar click here.

The Cambridge Chartered Programme

Andrew Hedley has been appointed as a specialist tutor on Cambridge Marketing College's new Chartered Programme. This is a unique initiative aimed at helping delegates gain and maintain their Chartered Marketer status through a structured range of activities from networking events, through courses to self-study materials. For more information about the college click here or to download a copy of the Chartered Programme prospectus click here.

Client Strategy in a Changing Legal Market Report

Andrew Hedley’s Client Strategy in a Changing Legal Market report has now been published and is available to purchase online. Client strategy sits at the heart of all strategy. Without the ability to attract and retain clients, at a price which delivers an acceptable level of profitability, no business can be viable in the longer term. To read more or to order the publication click here.

Developing Strategic Client Relationships Report

Andrew Hedley’s comprehensive report, Developing Strategic Client Relationships, published by ARK Group, continues to attract purchasers from around the world. Running to over 150 pages, with case studies of leading firms and ground breaking initiatives in this area, the report brings a much needed strategic perspective to client development and relationship management. For more information about the report and to order a copy click here.

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