Business Development for Young Lawyers
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- Elinor Horton
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1 Business Development for Young Lawyers Foong Cheng Leong
2 TARGET MARKET Companies Individuals Associations C L I E N T T Y P E S
3 BUSINESS SOURCES existing clients lawyers others colleagues practicing or in-house lawyer friends, strangers associations 80/20 rule
4 PRODUCT? Creating a new product?
5 PERSONAL specializing? - By market BRAND - By service positioning
6 Do you have any advice to young lawyers in the early years of practice? To be successful today or in the future as a lawyer, you need to specialise. To be an expert in something means doing the same thing again and again. Even if you are a general litigator, you need to specialise in one or two areas. This means studying everything on that subject. Learn as much as you can about the things you are interested in, and that will stand you in good stead. - Chan Sek Keong J (2006)
7 MARKETING METHODS of converting leads to business educating leads your capabilities
8 GETTING LEADS Articles & other publications Media appearances Talks & presentations Online Networking sessions
9 TIPS!
10 NETWORKING SESSIONS Be selective on the events Carry sufficient name cards at all times Be early Breaking personal barrier (ie shyness) Go in pairs Looks for a connector or be a connector Ultimate aim is to make friends, business is secondary
11 TALKS & PRESENTATIONS Getting a space Know the event organisers Target your audience Practice - public speaking is very important, makes or breaks a presentation
12 MEDIA APPERANCES Paid appearances Having friends in the media The Internet!
13 PUBLICATIONS Firm s newsletters Online Portals LoyarBurok, KL Bar Blog Build your own distribution list blawg Law + Blog
14 ONLINE Twitter, Facebook, LinkedIn, Forums, blawgs Facebook Page, Linkedin Groups Your Own Domain Name -.MY Domain Name Gain Traffic / Followers / Friends Interaction Updates Upload presentation slides to Slideshare etc
15 marketing online tools for Lawyers
16 Estimated Facebook Users in Malaysia: 11,751,060 Estimated Twitter Users in Malaysia: 470,000
17 updates of the latest relevant Google results (web, news, etc.) based on your choice of query or topic
18 econnection egroups
19 BLOGS Law Firms
20 BLOGS Personal
21 converting the leads!
22 CONVERTING THE LEADS Constant communication Trust from client on your capability / as a person - responsive - contactable Value added service
23 CONVERTING THE LEADS Periodical updates Talks and presentations Asking questions (e.g Anything troubling you lately?)
24 Group Discussion!
25 Discuss five (5) methods that you will use to promote your services to your clients. Appoint at least 1 representative on stage to present. 1. Identify at least one (1) area of specialty 2. Your potential clients. 3. Describe, in full details, what you are going to do.
26 Example I will hold a yearly event for my clients and potential clients to attend. Such clients are developers and estate agents and we will hold a full day seminar to brief them on the latest updates on land law. During the event, we will give out our merchandises which includes a booklet which has basic information about land and tenancy laws. We will make sure that we collect the contact details of the participants for our clients database.
27 Example To promote our event to potential clients, we will contact The Real Estate and Housing Developers' Association of Malaysia to offer them our speaking services. We will contact friends who knows estate agents or who had worked with estate agents. We will also plough through LinkedIn to find them. We will also attend events for estate agents to meet them.
28 Example We will also create an App for the estate agents to download for them to calculate the legal fees, stamp duties and other costs. We will also issue a press release to the media to tell them on our App. During the seminar, our partners will present the App to the estate agents and encourage them to download them.
29 Example After the event, we will the participants and thank them for coming. We will also remind them of our App. Every month, we will send them newsletters to update them on the updates. We will specifically engage participants who are known to provide work to lawyers. We will buy them lunch once a while.
30 Homework Register & populate your LinkedIn account Choose areas of speciality Write an article & submit to KL Bar Blog & LoyarBurok Attend networking events
31 Homework Building a client database Send monthly updates to the client database Presentation training - as moderator or MC for KL Bar events Call a client or potential client for lunch
32 Case Studies 32
33 Case kruel-legalcat.blogspot.com Partner of Khairul, Suhaila & Hazlina 1. What are the social media tools you use? Blogs : 2 blogs. - Legal article - Personal blog. 33
34 Case kruel-legalcat.blogspot.com Partner of Khairul, Suhaila & Hazlina 1. What are the social media tools you use? Facebook (2 pages) Ask The Lawyer (to promote his book) Khairul, Suhaila & Hazlina (to promote his legal firm). 34
35 Case kruel-legalcat.blogspot.com Partner of Khairul, Suhaila & Hazlina 1. What are the social media tools you use? Others: Twitter : LinkedIn :Google Plus, Foursquare, Tumblr, Pinterest 2. Most effective Blog, Facebook and Twitter 35
36 Case kruel-legalcat.blogspot.com Partner of Khairul, Suhaila & Hazlina 3. Benefits a. Lead generation People message me a lot through my blog and Facebook asking questions about conveyancing matters and my book. From my blog, highest traffic is my explanation about difference between Malay reserved land and Bumiputra Lot 36
37 Case kruel-legalcat.blogspot.com Partner of Khairul, Suhaila & Hazlina 3. Benefits b. Goodwill and reputation I am known on Twitter as a lawyer who is well converse about housing, property and conveyancing. I use Facebook and Twitter to talk about property by linking articles and giving comments about the issues. 37
38 Case kruel-legalcat.blogspot.com Partner of Khairul, Suhaila & Hazlina c. Direct work from clients or referral I had occasions where I was called to give talk and write article due to my reputations on social media. I did a talk for PERDA, Penang land authority and write articles for Malaysian Insider. 38
39 Case kruel-legalcat.blogspot.com Partner of Khairul, Suhaila & Hazlina c. Direct work from clients or referral Individuals and companies approached me through blog comments and twitter to ask me to do work for them. I am doing housing project conveyancing work due to my reputation. 39
40 Case Partner of RamRais & Partners 1. What are the social media tools you use? I use Twitter and Facebook. The former more than the latter. I use Twitter to give my views on recent developments and issues on wide areas of social-political-legal concerns. 40
41 Case Partner of RamRais & Partners 1. What are the social media tools you use? For Facebook, I use my wall to share the articles I have written and also media reports that carry my comments. 41
42 Case Partner of RamRais & Partners 2. What are the most effective social media tools to you? Twitter, definitely. I have been lucky enough to build a significant presence on Twitter. Although not intentional, it has the side effect of increasing my profile nationwide. 42
43 Case Partner of RamRais & Partners 3. How did these social media tools benefited you in term of:- a. Goodwill and reputation My comments and opinions on Twitter have for some reason accumulated goodwill and reputation for myself as a social-political-legal commentator. 43
44 Case Partner of RamRais & Partners b. Direct work from clients or referral Through my presence on Twitter I have received work from clients on the social network itself or referrals from people on Twitter. 44
45 Case Partner of RamRais & Partners 4. What type of work was generated from these social media tools? A variety of work. I have handled a few matters relating to defamation through clients from Twitter. I have also been referred criminal briefs from the people I know from Twitter. Lastly, public interest matters have also come to directly from the people on Twitter. 45
46 Thank you Foong Cheng Leong Foong Cheng Leong & Co Registered Trade Mark, Patent & Industrial Design Agent B-5-8 Plaza Mont Kiara, Mont Kiara, Kuala Lumpur, Malaysia TEL FAX WEBSITE
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