When I listen to lawyers talk about legal marketing and business development, I hear so many different ideas on the topic. Some believe the idea of marketing in a law firm means hiring people to make websites and create media plans. Others feel it is about advertising and presenting the firm in a distinctive way. But most lawyers are learning that marketing and business development are really about good business habits — the kind their clients have been embracing for years.
At first blush that sounds basic enough. Law firms hire business development experts who understand how to coach lawyers and practice groups. Key clients are identified for cross-selling and grand plans are mapped out. Client team leaders are appointed and meetings are scheduled. The enthusiasm is high and intentions are sincere. And then, after a couple of meetings, it happens. Lawyers get too busy. There is just no time for this extra activity. The meetings stay on the books, but few show up. The coaching continues, but the tasks get pushed off. By the end of the year, “business development” has become that extra chore that lawyers just could not get to because they were too busy working, or too paranoid to invest time in something that was not a billable hour.
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