Recently I watched this YouTube Video: The first 20 hours — how to learn anything | Josh Kaufman | TEDxCSU
The video gave me an insight on why some lawyers I coach may not get as much as they could from the coaching. They may view learning how to become a rainmaker is such a daunting task that they get frustrated early on.
Suppose I told them they could learn the skills to become a rainmaker in 20 hours of practice.
I have a favor to ask. Watch the video. It’s only 20 minutes long.
If you agree that client development is something that can be learned in 20 hours, share with me your ideas on what you would deliberately practice.
I recently coached several senior associates and junior partners. They were eager to learn and anxious to become more valuable to clients. But,…
But, they thought they were too young and too inexperienced to attract clients their firm would accept. They asked:
How can I market in a large firm that will only charge premium rates when most my contacts generate referrals that won’t pay premium rates?
My initial thought:
Wow, this is really a great question and a difficult one for me to answer. To be honest there is no really good answer I can give. I think it is the big firm young lawyer’s dilemma.
I purposely started my career in a smaller firm because I wanted to build my own client base rather than simply work for clients someone else had brought to the firm. Obviously it is easier to bring in clients as a young lawyer if you are in a smaller firm that is less rate sensitive.
I was never concerned about my age or experience. My first client contacts were all my father’s age. How did I get in the door?
There were two ways. First, I was friends with the next generation of those clients. But, I discovered that wasn’t enough. My friends weren’t selecting lawyers.
More importantly, I became an expert on what the clients needed at that time. I was insatiable researching the issues my potential clients were facing now and the issues they would face in the future.
A few years ago I ran into a second year associate IP lawyer. He loved music and was insatiable in his research of IP issues in the music industry. He wrote a blog post on a timely music IP issue and the blog post went viral. He reaped the benefits from his hard work shortly thereafter.
If you are a regular reader for any number of years, or if I have coached you, I believe you could write on this subject for me and you likely know what I am going to say.
Whenever a lawyer tells me he or she has not had time for client development, more often than not I find it is not a time issue. Instead, it is a motivation issue. They are not striving to do better.
They aren’t motivated to make the time. But, why aren’t they motivated?
I find it is usually one of these two issues.
They have not found a great answer to the “why” question. They may set a goal, but don’t have an answer on why achieving it is important. Usually this is because they are content with where they are at the time. See Success: You Can’t Be Content.
If by chance you are a sports fan, this past weekend was filled with athletes striving for true excellence.
For soccer fans, the Portugal 1-0 victory over France in the Euro final was a big deal. I didn’t get the chance to see it, but I have read that an unexpected hero emerged.
Saturday morning Nancy, along with her parents took Claudia, our 9 year old neighbor for her last day of the July golf camp. There were 7 kids in her group and many parents tagging along as they played 17 and 18 at the golf course from closer in tees.
I know each of the kids was nervous. For them having 12-15 people watching them was like being on television and being watched around the world. Our 9 year old pal was a champ. She hit her drives well, her 8 iron like she had been playing for years and chipped and putted well.
During the camp, we missed Serena win the Wimbledon Singles Championship. When we got home, Nancy had to go run an errand and Claudia and I spent the afternoon watching Serena and Venus win the Doubles Championship.
At 2:00 we started watching the USGA US Open Golf Tournament third round. Anna Nordqvist, Claudia’s favorite golfer, was back in the pack so she did not get much TV time. (I suspect that Claudia will forever keep the golf ball Anna gave her and the backpack with Anna’s autograph.)
Lydia Ko surged into the lead and the TV announcers commented how she just has fun on the course. Sure enough good shot, bad shot, Lydia Ko had a big wide grin on her face.
Later that day I found this Lydia Ko quote:
What a great attitude. She needed it because on Sunday she did not fare so well. Read: Steward: Lydia Ko takes collapse well. I urge you to read the article to get an insight into what kind of person, the 19 year old is. I found this:
Then again, the way Ko handled things in the wake of her failure was nothing short of amazing and admirable…She’s a great player, but her constitution is right in line with her considerable golf ability. It was on display all week at CordeValle.
On Sunday, after church and brunch with our daughter, Claudia came over to watch the final round of the US Open. That day Anna Nordqvist was on fire and played lights out. Claudia was cheering and turning cart wheels as Anna made up a 6 stroke deficit to tie with Brittany Lang, another favorite of ours, for the lead after 72 holes.
That started a three hole play-off. If you watched or saw the stories on the news, you know that on the second hole Anna accidentally touched the sand with her 5 iron and was given a 2 stroke penalty.
It was a little unfair the way she and Brittany found out about it. Anna was told after her third shot on 18 and Brittaney before her third shot. So, Brittany won the title.
Anna, with great class talked about the penalty afterwords.
I have learned a great deal about client service from my experiences staying in hotels.
During the last week in June, Nancy and I visited McCall, Idaho, a beautiful town I heartily recommend.
This was our second visit in the last three years. This time we wanted to spend a night at the Shore Lodge. It is an incredible place with awesome rooms looking out on the beautiful Payette Lake.
Our room was really impressive. I remember the room number and we’ll ask for that room next time we visit. Here is the view from our balcony.
I have been in law firm offices with great lake views, including several Toronto offices. But, most law firm offices can’t match the Shore Lodge views. But, you can match their service.
Keep in mind we were only staying one night at the hotel.
When I booked our golf package in April, I received an email titled: We are excited for your arrival to Shore Lodge. The email included a section on planning our stay and invited us to contact the concierge for help.
A few days later I received a call from the concierge to set up our golf tee time at Whitetail Club.
A few days before our arrival, I received a second call from the concierge, just calling to ask if we had any special requests or if she could answer any questions we may have.
When we showed up at the Whitetail Club, a young man met us and took our golf clubs and offered to park our car. When we went into the pro shop, we met Todd who I assume is the golf pro or one of them. He helped us find everything including the driving range and 1st and 10th tees.
At the conclusion of our round he met us to get our feedback on our round of golf and the young man offered to get our car and bring it to us.
Even though it is expensive, we will definitely go back to the Shore Lodge and definitely play golf at Whitetail Club. The hotel and golf course are magnificent, but the service is what will bring us back.
What can your law firm learn from our experience? I’m sure there are many things, but one of them is to make each client, no matter how big or small, feel like they are the most important client the firm will ever have.
As you likely know, in 1978 I began to focus on representing highway and bridge contractors. Back then, I quickly determined is there was not enough work or contractors located in the Roanoke Valley, or Southwest Virginia to keep me busy.
A few years later I was hired by the largest contractor in North Carolina to help with a contract dispute on a project in Norfolk, several hours away from Roanoke. One day I was on the project manager who had hired me told me.
Our general counsel in Charlotte has asked me how I selected a lawyer from Roanoke to represent a Charlotte company on a project in Norfolk involving the Virginia Department of Transportation which is located in Richmond.
Needless to say I was happy when he told me how he responded.
A few years later, I was hired by the largest contractor in West Virginia to litigate a contract dispute involving the construction of Interstate 79. That was the first matter I handled outside of my home state. I associated with a firm in Charleston and tried the case. I found the favorable decision on page 153 in this document.
A few years later I began working all over the country for two of the largest contractors. That ultimately prompted my move to Dallas.
Is your practice limited to the county where your office is, or is it one that can span your state, and maybe even beyond your state?
I coach many lawyers and law firms that I tell to increase business with new clients, they must either do work they are not currently doing, or they must expand their geographic reach beyond their local community.
This week we finish the first half of 2016. It’s gone by really quickly. What have you been doing with your non-billable time in the first three months?
In 2008, I posted a blog The Will to Prepare To Win. I noted that most lawyers I know enjoy the opportunities to serve clients and help those clients achieve their goals. I certainly enjoyed that part of my practice. Yet, many lawyers do not have the will to prepare to get those opportunities they enjoy.
Recently I gave a presentation to about 50 young lawyers. I began as I frequently do by asking:
How many of you have a business plan or development plan and written goals for this year?
Five lawyers raised their hands. How about you? Do you have a written plan for this year?
I am always searching for ways to convince young lawyers to prepare a business plan. Several years ago, I conducted a Planning for Success in 2010 webinar. I think about 500 lawyers participated.
I talked about how I did my plan from the time I was a young lawyer.
My plan included my own development and client development. I did it from the top (goals) to the bottom (non-billable hours) and bottom (non-billable hours) to the top (goals). I had to do it both ways because I had to choose among activities I wanted to do to achieve my goals.
For each goal I asked why it was important to achieve it and if I did not have a good answer, I reconsidered the goal.
For the goals that survived the why question, I prepared detail actions. Then, each 90 days I would list the actions for that quarter. Finally, I planned the activities I would do each week.
My 2016 planning presentation slides are available on SlideShare here.
One more thing: Preparing a plan is part of my career workbook shown above- Prepare to Win. Click on the title and you will have a sample of the book. You can get the Kindle version on Amazon here for only $2.99.
I hope so because studies show optimists are more likely to succeed. Based on my years of working with lawyers, I think I know one of the reasons why. In your career you will have setbacks, disappointments and dips. Being optimistic will allow you to learn from failures and get through challenging times.
I am reminded of a famous Winston Churchill quote.
Are you seeing opportunities?
A couple of years ago, Nancy gave me “Live What You Love: Notes from an Unusual Life” by Bob and Melinda Blanchard. The Blanchard’s describe themselves as serial entrepreneurs, having owned eight businesses. They talk about skeptics and pessimists and suggest that the next time you start to say: “yes, but…” stop yourself and say instead: ”sure, how.”
Several lawyers I am coaching have told me that the change from “yes, but” to “sure how” has made a difference for them. It will for you also.
On a recent Saturday I attended a Big Green Egg class. During the four hour class, we sampled a brisket that had been smoked overnight, watched our teacher prepare a brisket for smoking, learned how to smoke a whole chicken, wings and salmon. Finally we grilled steaks on the BGE.
I have learned in the 20 years I have been smoking brisket, and once again on the recent Saturday, that the preparation (the part that’s the least fun) is the most important thing.
Aaron Franklin is a well know Brisket expert. If you look for it, you might find his show on your local PBS station.
It starts with selecting and trimming the brisket. (The part of the process that’s the least fun.) See Aaron Franklin describe in detail how to do it in the video below.
I like to smoke brisket on the Big Green Egg, so I found this short video discussing the Aaron Franklin method helpful.
Ok, you’re likely still wondering what possible connection this has to client development. I’ll use myself to make the point.
When I practiced construction law, it was the unenjoyable preparation that made the big difference in my client development efforts. For example:
I did more research than you can possibly imagine. Prior to the internet I would go to libraries and make copies of articles and put them in three inch binders. I had notebooks filled with articles and technical documents on minority contracting, design-build, cable stayed and segmental bridge design and construction, negotiation, alternative dispute resolution and other topics.
When I wrote the column for Roads and Bridges for 25 years it took longer to figure out what topic to write on than to write the column itself.
When I gave presentations to contractors I spent hours practicing what I wanted to say and how I could make it most meaningful to the audience.
None of the prep work was fun, but it was my differentiator. I won clients because of the preparation. So will you.
We frequently visit a family with a daughter who will be a junior in high school in September. I have rarely seen her eyes as they are usually focused on her cell phone texting back and forth with friends.
I wonder what it will be like at a law firm when the current high school students become lawyers?
There, I found an interesting discussion of E-Mail addiction.
Mr. Ferriss noted that “Crackberry” was the official winner of the 2006 Word-of-the-Year as selected by the editorial staff of Webster’s New World College Dictionary.
He also referenced IQ tests done in 2005 by a psychiatrist at King’s College in London. The tests were given to three groups: the first did nothing but perform the IQ test, the second was distracted by e-mail and ringing phones, and the third was stoned on marijuana.
Not surprisingly, the first group did better than the other two by an average of 10 points.
More interesting was that the group stoned on pot did 6 points better than the group distracted by phone calls and emails.
If the tests reflect on the ability to concentrate, what do you suppose is happening to us as you try to do important work for clients while you are being constantly interrupted by the vibration or ding that you have gotten another email?
How to confront the addiction: I know it would be challenging, but consider only looking at email from 11:30 to 12:00 and 5:30 to 6:00, or only looking at it the last 10 minutes of each hour.
I believe we could be more focused and actually more efficient. Just suppose you created an auto-response, the kind you use when you are out of the office, that told people you are focused on an important project and will be checking email at 11:30 or 5:30.
Do you think you would lose any clients? I think clients would actually appreciate knowing you are totally focused on their matters.