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Have you ever wondered what your most effective business development tool is? Status before the next mirror to find out. No one can sell you or your practice better than you.
Today, many law practices benefited from the development of an active speaker programs and the expansion of its objectives through public lectures. You know whether it or not, you're already ", the" you and your practice on a daily basis by at meetings and presentations for clients, groups, bar functions and seminars. Presentations are a sophisticated form of marketing, and they are particularly suitable for the marketing of legal services. Often in new customers and at the same time raise awareness of the Company and their specialty areas. Here are four reasons for the use of presentations as a marketing tool.
1. A presentation that positions you as an expert on a particular topic. Just as in a book or article credibility to the author, speaking will help you choose your status as an expert. It is a viral marketing effect at work, the more you talk, the more people see your name. The more people see your name, position yourself as an expert. The position as an expert you are, the more you will be prompted to speak, and so on. In addition to increased visibility, your credibility is also affected by the sponsoring organization, has invited you to speak with their group.
Bob Nabor is a partner with Nabor, Giblin and Nickerson, PA, a nationwide firm of 23 lawyers, based in Tampa, Orlando and Tallahassee, Florida. His firm provides primarily local governments and government agencies in the financial and tax issues. "We do what is called traditional bond counsel or tax-exempt debt, and then we present the governments on a range of issues related to local revenue and solving local problems."
Although he has presentations and seminars for 35 years, he did not initially use it as a marketing tool. He says: "It was really only the one in bar organizations and other groups. We would be on seminars. I served as a special advisory to the Florida Association of the countries, and seminars on a regular basis as a pedagogical tool for the new Commissioners, personnel and county and city attorneys. "
But now his company actively using lectures as a subtle form of marketing, with many of the lawyers of the in-house presentations and teaching education classes around the state.
Nabor audience is usually district and city attorneys with an interest in local government, elected representatives, employees of the government, or a combination of all three. He definitely will get new customers from these presentations. He says: "By speaking at events, if people have a problem a similar nature, it makes your name in front of them, and they are perhaps not forget to ask for your help."
2. Presentations differentiate you from your competition. The person who clearly express their ideas as an intelligent and self-confident than the person who stumbles on a disorganized presentation. If you are in competition for business, a well-crafted presentation you can take advantage. A lawyer once told me that he is sure that his company was successful in business, because the people they chose for their presentations were very well trained in presentation skills.
David W. Henry, a shareholder with Allen, Dyer, Doppelt, Milbrath & Gilchrist, PA Orlando, Florida, was given lectures for ten years. About twelve times a year, he speaks to the audience that is primarily from other attorneys and insurance industry personnel on insurance, legal issues, the role of insurance agents, and the corporate culture in the insurance industry.
He began targeting the presentations as a marketing tool for his own practice in the field of intellectual property and business processes, and acquired one of the largest customers of the company by a presentation, he speaks in Texas a few years ago. As a marketing strategy, Henry recommends that lawyers, the potential for in-house presentations for companies that show up at federation level programs and events.
In those days, Henry thoroughly enjoys speaking engagements, because, as he says: "It gives me the time with people who are potential customers. I speak to them for a long time and I use them in a way that I am not in the would be able to do otherwise. "
3. Presentations provide unique opportunities for interaction. Presentations provide an environment to capture and maintain the audience's attention for a longer period. Ads with other ads for Mindshare, but if you can demonstrate that services and materials for the audience in a presentation, you will enjoy a unique opportunity to bring your unique message heard.
Ed Wright is a name partner with Stradley & Wright in Dallas, Texas, where he practices civil and personal injury litigation in a firm from 11 lawyers. He was first invited to the presentations of about 20 years ago by one of his former law partner. Wright says he definitely has the customers of his practice through lectures, either by a person in a presentation to him or to another person after the presentation.
Wright believes talk presentations generate excellent publicity. Once your company's name and logo on handouts that people can return to their offices have a strong impact and is a great form of "free" advertising. He feels that a lawyer, just to secure the commitment would speak of specialized training. He said that if he just started this process, that would be the number one, what he would do differently.
When asked what advice he would be for someone to speak with the audit engagement as a marketing tool for his practice, he replied he would be at the state and local Bar Associations. For example, where he lives, the Dallas Bar Association has lunch programs. "Try on the list and a presentation. With the State Bar, or continue legal training, just try one of the committees and to a loudspeaker."
4. Presentations are the most cost effective marketing tool that you can use. You connect your key messages to your target. Their audiences are often highly qualified prospects. Because they want to be already there, you can count on moving it further into the client's development.
Joy Butler, a single physician, whose headquarters in Washington, DC, agrees. They began doing presentations as an inexpensive marketing tool to promote a product called 'The guide through the jungle Legal audiobook series. " Talks have an important role in the development of their legal practice, as she speaks on topics related to their practice areas entertainment, intellectual property and business law. Your audience consists of lawyers, musicians, artists, writers, film and television producers, small business owners, entrepreneurs and business professionals.
Joy said that if they practice as a junior associate with a company, they observed that many of the partners used lectures as a means to generate business. "She said," Presentations made a lasting impact than direct mail or advertising. Someone who sits and listens to you talk for an hour you will remember more easily when it comes to legal advice as someone who saw your ad in a magazine. "
The evidence is clear: Presentations are one of the most effective, economic and image enhancement of opportunities for marketing your services. To implement this strategy and will begin with presentations as part of the Business Development process, the following points:
First is to check whether you have the necessary skills as a moderator
Experience is not necessarily in the qualification. We ride for most of our adult lives. Is the race to qualify us in the Indianapolis 500? We will do our very lives into their own hands if we are behind the wheel. But many of their professional lives into their own hands if they are behind the lectern to speak, without the appropriate skills.
The only thing worse than not speaking speaks badly. Not to equate knowledge of the law with expertise in communications. Organization of content, the way in which the speaker fits on a particular target, the establishment of a strategic objective in the presentation of content, and how it will all play an important role. The principle of synergy is at work in presentations, the whole is greater than the sum of its parts. Some presenters May exhibit excellent delivery. Others have the latest visual aids. Some will have appropriate expertise in their field, their knowledge about the subject is better than everyone else. However, without the integration of the various parts into a coherent whole, the presentation is always behind optimum performance.
Henry, the lawyer in Florida already mentioned, the view that all should be specialized to the presentations, because: "It is not a natural act to protect themselves against 500 people with a microphone and speaks."
Secondly, not substitute for strategy
Although the software presentation demanding programs are usually many professional presentations, remember that your visual aids should support the message, not a replacement. Forget the bells and whistles and concentrate on your message. Do not use your slideshow as a teleprompter to read lines of text. Quotes and long passages of text are to be read, not seen. Too much weight on the pictures will steal the audience's attention away from you. You should be able to give your presentation even if the technology is not all. Invest time in learning the principles of effective visuals and put them on your presentations.
Third, actively market your presentations.
Developing a strategic plan for how to defend yourself from the audience. Offer to presentations and an expert on non-profit organizations, local or regional chapters of the associations, professional and industry trade groups, and academic institutions. Search for groups who have an interest in your specialty and can benefit from your expertise. You can also find opportunities to speak to national or international conferences and workshops. Please note that your audience will include members of other organizations and associations that want to refer you as a moderator in their own group.
If you have booked a presentation, be sure that the organizer or your company sends a press release to local newspapers or radio talk show. This is free advertising that your company name and the name of the people, and is in other people with an interest in your topic.
More and more lawyers and law firms are recognizing the importance of presentations for business development. As competition increases, it is important to learn how to effectively present themselves and / or your company. You can by reading books and articles on effective communication. The next step would be to groups where you can receive your message. Toastmasters provides a supportive environment, you can communicate on any fear. Their highly structured format offers limited opportunities for speeches more than ten minutes, but you gain the confidence and experience. The greatest amount of participation, and the fastest results, is working with a presentation coach. The right coach can help to protect your important messages, do you propose to create a better connection with the target groups, and polish your presentation. Wherever you decide to start, you are on the way to implement a powerful new marketing tool.
Dr. Joseph Sommerville (Sommerville@PeakCP.com) is the main message of the Peak Performance, a Houston-based company that shows attorneys how to presentations as a productive business development tools. Him at 1.800.420.5443
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