ASIPI Business Development BUSINESS DEVELOPMENT: HOW TO OBTAIN CLIENTS. Robin A. Rolfe

Transcription

1 BUSINESS DEVELOPMENT: HOW TO OBTAIN CLIENTS Robin A. Rolfe

2 ASIPI Business Development

3 Overview 1. What is business development? 2. What are the best ways to get business? 3. How to develop business at conferences 4. Other tools for business development

4 Business Development 1. Marketing 2. Selling 3. Relationships

5 1. Marketing Brochures Advertising Public Relations Articles Speeches Websites Sponsorships

6 2. Selling Pitching services Contacting all conceivable prospects RFP s

7 3. Forming and Managing Relationships Face-to-face meetings Feedback Networking Referrals Recommendations Super-satisfied clients

8 Traditional Sales Know services Understand your own needs Answer questions Talk Focus on sale Reactive Provide IP legal services Short term Relationship Development Know the client Understand the client's needs Ask questions Listen Focus on relationship Proactive Provide client solutions Long term

9 Lawyer Skills Business Development Skills Good listener Analytical Skilled Questioner Organized Hard-working Good listener Analytical Skilled Questioner Organized Hard-working

10 *Source: State of Legal Marketing in Latin America (Legal Marketing Assoc. 2008)

11 *Source: State of Legal Marketing in Latin America (Legal Marketing Assoc. 2008)

12 Best Proven Sources of Business 1. Super-satisfied clients New work Recommendations and referrals 80% rule 2. Prospects/Targets Research Invest in relationship development 3. Referrals 4. Chance meetings

13 Perception of Client Satisfaction Lawyers 41% Clients 30% say they are completely satisfied 62% fired their primary firm in the prior year 35% would recommend their firm to others *Source: BTI Consulting Group Survey (November 2007)

14 Conference Attendance

15 Before the Conference Subject: ASIPI Meeting, Miami, Florida (U.S.A.), November 16th 19th, 2008 Attn: Robin A. Rolfe Dear Sirs, Mr. Juan Valdez of our firm is making representation at the aforesaid meeting. He is interested in interacting and meeting you for discussing matters of mutual interest in the field of IPR. Kindly inform if you are making representation in the aforesaid conference and a brief meeting is possible. If yes, date and time convenient to you be indicated at Loews Hotel. Thank you. Yours faithfully, Maria Alfonso Executive Communications ABC Patent & Trademark Attorneys

16 ASIPI Business Development

17 1. Introduce yourself ( elevator pitch ) 2. Enter a conversation 3. Using business cards 4. Do not think about selling or what you need 5. Prepare conversation subjects 6. Advance the process

18 After the Conference "Dear Mr. Rolfe, It was a real pleasure to have the opportunity to join with you during the 41 st AIPPI meeting in Boston. I would like also remind you that we will be so glad to support you in any subject related to Intellectual Property in [country]. Likewise, we put to your disposition our web page [ where you may find some relevant information about us. Finally I hope we can gather in future events."

19 Websites Business card connection to your website Unlikely a brochure will be taken home CD s are a waste Website is the #1 resource for additional information about you and your firm Challenge for website is to differentiate your firm and your bio from everyone else

20 Typical Latin Law Firm Websites Too much flash Too many photos of office front doors, buildings Not enough specific and distinguishing information (recognizing local bar restrictions)

21 About Our Firm Our law firm was established in 1862 and provides legal and technical services of excellence in all the areas related to the Intellectual Property Law. We provide services to a wide variety of clients.

22 Lawyer Profile Born in San José, November 19, 1960, admitted Education: Licenciatura en Derecho y Notaria Pública, Universidad Autónoma de Centroamérica (1990). Practice Areas: Industrial Property. Languages: English, Spanish Her experience encompasses a variety of national and international intellectual property cases, involving trademarks, patents, designs and copyrights.

23 How to Get Work 1. Know the value you can add and how it will help the company Learn what the company needs are What are the issues in the company/industry How do your skills help solve the problems

24 How to Get Work 2. Prepare meticulously for all conversations Define the needs of the person(s) you are meeting Know who you are speaking to (decision maker; influencer, etc.) Have 3 or 4 prepared questions to gather more information Respond to questions with facts, not generalizations Be prepared to respond to objections Have specific examples of results that demonstrate how good you are Know the outcomes you want to advance the process

25 The Ultimate Rule of Business Development You can t make the corn grow faster because you are hungry.