27. Business Development Is an Outcome, Not an Activity
The simple but striking insight of taking an interest in the client's viewpoint can change everything. In effect, perhaps unwittingly, by asking clients just about a law firm's marketing campaign, it also finds out about the client's entire operation and about the disconnect in the legal profession. A devastatingly simple idea: direct communication aimed at learning the buyer's viewpoint.
June 03, 2022 at 12:29 PM
2 minute read
The original version of this story was published on Lean Adviser
This lesson concludes our mini-series on the disconnect in the legal market, and what law firms can do to bridge it. In the first episode we looked at our fictitious law firm Diamond LLP, and their botched marketing plan, "Operation Sparkle." Then, the previous lesson saw how our fictional GC, Midge, heard something quite different from what Diamond thought they were saying. Now we can wrap up by seeing how Diamond LLP had a small epiphany with big results.
The leadership at Diamond were baffled by the failure of Operation Sparkle. After some cold reflection and heated discussion, they came up with a very good idea. Since none of them knew what was wrong with Operation Sparkle, why not just ask the clients. This simple but striking insight would change everything. It was the first time in the entire process that they had taken an interest in the client's viewpoint. In effect, perhaps unwittingly, they would ask clients not just about their campaign, but also about their entire operation and about the disconnect in the legal profession. It was a devastatingly simple idea; direct communication aimed at learning the buyer's viewpoint.
Midge was one of the first GCs to get the call from Diamond, asking what was wrong with Operation Sparkle. It came from the marketing team, not the partners, which disappointed her, but at least they were asking the right question. Midge happily told them that their campaign didn't resonate because it was all about them, and nothing about their how Diamond might be relevant to her and solve her problems. Her parting words were these:
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