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What small changes can you introduce to help make a huge difference to the contribution you make to your firm? – Part 2

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In my last blog, we looked at the need for marketing and business development professionals to make a more valuable (and profitable) contribution.

We also discussed the fact that switching from the traditional high cost/low impact model to a ‘little and often’ approach based on low cost/high impact initiatives should enable you to make quick and effective changes to your current marketing model.

To get you started, here are three examples of low cost/high impact initiatives that work:

1. Do proper CRM

If your client relationship management is going to work, concentrate on the ‘R’. Get your fee earners to see their clients in person and actively develop your relationship with each of them.

A coffee meeting will only cost around £7, but will make the client feel special, looked after and listened to. Moreover, it will provide a closed one-on-one environment that’ll make the client feel comfortable and when clients feel comfortable, they tend to talk about what’s on their plate and where they may need your help. Even if you only brought back one hour’s chargeable work, surely that’s reason enough to spend £7?

2. Make more personal introductions

Who do your clients and contacts want to meet? Who on that wish list do you know? Getting your fee earners to open up their professional networks to introduce parties who could help each other is not only totally free, it is also the perfect way to build credibility and add the type of value to a relationship that insures longevity.

3. Speak, don’t sponsor

Instead of simply signing a cheque and waiting for magic to happen, volunteer to speak at the conferences and events your clients/targets attend.

If you think about it, only a percentage of attendees will take notice (and there is a major difference between ‘seeing’ and ‘taking notice’) of your logo and even the most avid networker will only see a handful of people in the social mixers attached to the main programme. However, if you have a speaking slot, you will have the full attention of everyone in the room. Moreover, a cleverly crafted call-to-action will give your audience a reason to get in touch so that you can keep the conversation moving forward.

Also, if you have prepared your slides, you instantly have a white paper you can email out to everyone who wasn’t there, but fits the audience profile – another touchpoint you can leverage without having to do one extra stroke of work!

In the next blog, I will look at three further suggestions (how to adapt your seminar programme, how to produce punchier content and how to make social media work harder for you), but if you’d like to receive three more tips that won’t be featured in this series, please email me at

This blog is the second in a three-part series.

Tags: InterAction

About the Author:

With more than 20 years of professional sales and marketing experience, Douglas McPherson is now one half of Size 10 1/2 Boots, a specialist business development agency that works solely with the professional services and with law firms in particular. Their aim is to pass on the proven and practical tips they learnt from their senior commercial roles in-house and in industry to lawyers and accountants who want to win more new clients and more work from the clients they already have. Doug is also a regular columnist for Solicitors Journal, Private Client Adviser, The Lawyer and is the author of The Visible Lawyer.

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