Stump The Strategist
Watch below as we answer:
Q: I have a legal practice which is struggling, having lost some clients. How do I lead employees effectively so all are involved in finding new clients?
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Featured strategists are:
Ashton Bishop - Head of Strategy, Step Change Marketing
Jeff Cooper - Senior Partner, Step Change Marketing
Tiffany Jones - Founder and CEO, Momentum Advisory Group
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About Stump The Strategist:
- Questions from the floor, answered live in nine minutes
- It's opinion, not advice
- Step Change charges clients for advice, Stump The Strategist is free
A:
- Since your employees are lawyers and not sales people, you need to define the difference between technical and managerial. What does winning new business look like? How do they do it?
- Define success for them. Put metrics around it and then create a reward - but you can't reward what you haven't measured or defined
- If you really want to change the culture you need to implement consequences
- Make it black and white - explain to them exactly how bad things are, and what the consequences will be if things keep going the way they are
- Opt in: Give them a choice - are they in or are they out. Hold them to account if they choose to stay
- Your team needs to understand this is a team game. Introduce KPIs and set goals as a team - make the tracking of those goals visible to the whole office. Turn it into a game worth playing with team rewards
- Don't train them in skills - give them the tools that make them sales masters
- Set the values in the organisation to include new business
- Look for cheerleaders - the people that will excel. Don't just reward these people, but let them know they have a role in coaching and motivating others
- Since you say you are losing clients, you need to focus on retaining clients. 1/4/7 principle: It's much more expensive to get new clients than retain your current ones
- Use a Net Promoter Score to track whether your client's would recommend you on a scale of 1 to 10 – you need to aim for 9 to 10 to hold on to existing clients and you need to respond quickly to anyone scoring you below a 6
- Engage word of mouth - ask your clients to recommend you
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