A friend asked why me why so few law firms have client development coaching programs. My answer was simple:
Some law firms look at client development coaching as a cost rather than a revenue producer.
As you may know, I set up a client development coaching program for new partners in my old law firm. We set a goal of doubling the total business of the new partners in two years. After we achieved the goal in one year, I decided I wanted to work with lawyers on client development full time.
A few years ago I did a series of presentations for Legal Marketing Association (LMA) chapters on how to set up a wildly successful client development coaching program in their firm.
Knowing that even if I made awesome presentations, the legal marketing professionals would go back to skeptical firm leaders and partners, I concisely shared what a firm should experience from a coaching program. Here is my short list:
- INCREASE FIRM REVENUE AND PROFITABILITY
- Make its next generation of partners and firm leaders more focused on client development.
- Develop individual and group responsibility and accountability.
- Make client development a greater part of the firm’s culture.
- Help each lawyer in the program determine the client development efforts that will work most effectively for him or her.
- Ensure that each lawyer in the program is taking action.
- Increase business with existing clients and bring in new clients.
- Enable lawyers within the program to get to know each other better, to work effectively as a team, and to collaborate on their client development efforts.
If you have a partner who is interested in teaching and coaching lawyers in your firm, you have a great opportunity to create a wildly successful coaching program.