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. For clients, it is crucial that trust is high and risk low when engaging lawyers. Their often-subliminal thought processes centre on issues such […]
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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. Understandably, negotiating teams are keen to present […]
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Resourcing Strategy

Published in Managing Partner magazine   For most law firms, a successful strategy must blend the concept of opportunity-fit with that of resource-stretch. This is because, having identified new client or market opportunities, it is often not a simple task to re-engineer the firm to provide an alluring competitive fit. Firms are constrained by relative […]
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Playing the Keeps

Published in Managing for Success, the magazine of the Law Society’s Law Management Section (www.lawsociety.org.uk/lawmanagement)   Programmes designed to support better management of a law firm’s most important clients have three distinct stages – acquiring, developing and managing. You start by acquiring the client and securing it from competitors; then move on to deepening the […]
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Client Strategy in a Changing Legal Market – Executive Summary

Report published by ARK Group   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. A firm’s client strategy should be under constant review in order to ensure […]
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Power of the Crowd

Published in Managing Partner magazine   The latest issues of the Legal 500 and Chambers & Partners directories have been published recently, while Waterlow’s Solicitors’ and Barristers’ Directory is out in February. Firms and partners will either laud them as erudite works or dismiss them as misinformed – the key determinant being their individual showing. […]
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The Role of Competitive Intelligence in Shaping Strategy

Competitive Intelligence: Improving Law Firm Strategy and Decision Making   “IF YOU are ignorant of both your enemy and yourself, then you are a fool and certain to be defeated in every battle. If you know yourself, but not your enemy, for every battle won, you will suffer a loss. If you know your enemy and […]
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Fit for the Future

Legal Week Student   What sort of world will the law firms of tomorrow inhabit? How will firms respond to changing client demands? What will the fundamental economics of a legal services business look like in ten years? What skills will be needed to succeed and where will they be acquired? These are some of […]
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Walking the talk

Legal Marketing Magazine   Perusing law firms’ corporate communication materials and browsing their websites is a pretty mundane pastime. In truth there are only so many ways in which even the most eloquent of wordsmiths can say the same thing over and over and over again. Taken at face value we live in a world […]
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Virtually reality

Managing Partner Magazine   Virtual Law Partners (VLP/www.virtuallawpartners.com) was established in May 2008 with eight attorneys and now has around 50. It describes itself as a “virtually connected and geographically distributed firm that provides excellent legal service at very competitive rates”. When it was established it made the news in the US legal press for […]
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Out of this World

Managing Partner Magazine   The past year has seen unprecedented turbulence for the legal profession, but is perhaps simply a portent of what is to come. Longstanding rules of competition and client relationship management have been cast to one side. A new, resolutely commercial, approach is to the fore, which is an anathema to those […]
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“The Road is Long” Merger Masterclass

Published in Managing Partner Magazine   Many managing partners regard the delivery of a successful merger as their gold-standard achievement. In one act they see themselves able to demonstrate, for the entire world to see, that their firm is going places, has ambition, and is prepared to move decisively and determinedly to achieve its goals. […]
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“Hitting the Ground Running” Business Development Masterclass

Published in Managing Partner Magazine   Many firms are coming to terms with a very uncomfortable truth: that growth is the only way out of the perilous position in which they find themselves. In many cases, costs have been pared to a point at which any further marginal reductions will have limited impact. Furthermore, the […]
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Changing the Game Plan

Published in Legal Marketing Magazine   In these challenging times, the need to be more effective at managing strategic client relationships is ever more important. Those clients that continue to deliver revenue (albeit perhaps at significantly reduced levels) need determined focus, care and attention. Competitors are more desperate than ever to capture a share of […]
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Developing Business on a Shoestring

Published in PSMG Magazine   Forget the logic about counter-cyclical investment, when cash is in short supply discretionary budgets feel the pain. This is even more the case in businesses with high fixed and semi-fixed cost bases like professional service firms. It can therefore be no surprise that business development and marketing budgets across the […]
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Profiting from Key Clients

Published in Managing Partner Magazine   It is widely accepted that the ‘Pareto effect’ applies to most businesses, with 80 per cent of turnover coming from 20 per cent of the client base. Indeed, my experience of many professional-service firms operating in the commercial sphere is that the numbers are even more compelling. It is […]
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Crystal Ball Gazing

Published in Managing Partner Magazine   When marketing guru Ted Levitt said: “The future belongs to people who see possibilities before they become obvious”, he captured the essence of the challenge faced by those in fast-changing environments. How do firms cope with a world in which the pace of change has never been greater and […]
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Opening up

Published in Managing Partner magazine   Every firm has huge untapped potential in the form of hidden knowledge about clients, relationships, experience and technical issues. If unearthed and shared, this could create a step-change improvement in business performance. Generally it is not a paucity of systems that prevent firms from capitalising on knowledge. This is […]
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Talking with one voice

Published in Managing Partner magazine   Integrated marketing communications is the name; clarity and consistency is the game. Students of marketing communications are inculcated with the need to create compelling, consistent and clear messages that can be directed at an array of targeted delivery channels. In considering communications (whether internal or external) it is crucial […]
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The Law Firm of the Future

Published in Law Firm of the Future supplement report by Managing Partner and Legal Marketing magazines   Views on the shape and focus of the law firm of the future are widely divergent, but invariably pessimism is expressed by many as to how the profession as a whole will fare over the next decade. The common […]
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Leading the Edge

Published in KMLegal magazine   A key component of building the bridge between theory and realisation in the utilisation of knowledge assets lies in improvements in a broad range of leadership capabilities within the KM function itself, according to Andrew Hedley. If law firms are to be effective in building a competitive advantage through knowledge […]
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Crunch Time!

Published in Professional Marketing   A downturn sorts out the wheat from the chaff! It’s not a nice thought, either for those affected or even the bystanders, but it’s largely true. A coherent argument can be made that a period of recession is a necessary part of the creation of a healthy market. Those that […]
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Powers of Persuasion

Strategy series opinion piece published in Managing Partner Magazine   When Dale Carnegie said: “There is only one way to get anybody to do anything. And that is by making the other person want to do it”, he struck at the essence of the art of persuasion. In Verbal Judo George Thompson reinforced this view: “The […]
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Driving Growth – As the gravy train grinds to a halt…

Masterclass article published in Managing Partner Magazine   Following a number of years in which revenue growth has been achievable without too much effort, there will be many management teams with the misplaced belief that they have a strong business model. In truth, during the bull years, the volumes of work available means that all […]
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You Don’t Know What You Don’t Know: How to use superior knowledge to drive business development

Strategy series opinion piece published in Managing Partner Magazine   For many firms the term knowledge management has become synonymous with the technical know-how embedded in their core professional skill. It is owned by the professional-support and information-management communities and runs the risk of becoming yet another silo in the multi-compartmentalised structure that afflicts many organisations. […]
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