The Mentorist


From the Client’s Chair: Why Your Firm’s Marketing Pitch Didn’t Work – Reason #2

“From the Client’s Chair” is a series of blog posts that identifies some of the mistakes law firms make when trying to win business. Believe me, there are many.  So, let’s move to…

Reason #2 for Not Winning My Business: You’re Just like All the Other Guys

When you become a general counsel, your popularity soars – at least, among the law firm crowd. (Your company’s own employees sometimes hold you in different regard: “What do you mean we can’t bungee jump off the roof at our summer outing?”)

As a new GC, you’re courted by droves of firm partners, all hoping to win a piece of your company’s legal work. Many business lunches later, most of these marketing pitches blur.

So, what’s a law firm to do? Many things (hence, this “From the Client’s Chair” series). But, among them, be prepared to respond to a comment like this:

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From the Client’s Chair: Why Your Firm’s Marketing Pitch Didn’t Work – Reason #1

In my career as a general counsel, I’ve been asked to put together many, many panel discussions on more or less the same topic. I’ll call it:  How Law Firms “Blow It” When Marketing to the General Counsel.

I suppose these speaking requests mean I’ve developed a reputation as a crank. So be it. When it comes to law firms trying to get business from my fellow GCs and me, the mistakes we’ve seen are glaring. The good news? Many are easy to fix.

In this series of blog posts, “From the Client’s Chair,” I’ll discuss some of the mistakes firms make when trying to win a client’s business.

The overarching theme of this series– that is, the thing that all of these mistakes have in common – is this: Law firms need to realize that a marketing pitch is not about them; rather, it’s about the client.

So, let’s get started: Continue reading

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This Ain’t No Party, This Ain’t No Disco….

The appetizers? “To die for.” The setting? A posh museum gallery. The crowd? Female partners of a prominent law firm and the ‘C’-level women they want as clients.

The problem? The price tag of this marketing event includes five digits, and little to no marketing is going on.

I’m all for the soft sell — and for building relationships. That said, women don’t know how to market to other women. I’ve been to enough of these “women’s events” over the years to know that my latest experience is typical of what happens at these things –- regardless of the sponsoring firm.

Here are some ways to increase your ROI from women’s events hosted by your firm’s senior women:

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