Transcript No Slide Title

Growing Your Family Law
Practice in a Challenging
Economy
Sponsored by
The Florida Bar, Family Law Section
Presented by
Mark Powers & Shawn McNalis,
Atticus
.
.
Time Management &
Productivity Systems
If a Family lawyer can’t manage his or
her time effectively, they can’t manage
their practice! They will be forever
frustrated.
Productivity Techniques
1. Client Selection
2. Exclusivity
3. Designated Hitter
4. Preemptive Strike
5. Interruption Controls
6. Time Template – Power Hour
7. Case Status Organizer
The most important Time
Management factor in a
Family Law Practice
is...
CLIENT SELECTION
Client Ratings
1=A
2=A
3=A
4=A
5 =A
“A” Clients - pay promptly,
listen to advice, repeat business,
primary practice area.
6=A
30=D
31=D
32=D
33=D
34=D
35=D
“D” Clients - problematic,
slow or difficult collections, not in
primary or secondary practice
area.
Client Comparison
A&B%
C&D%
STOP
TAKING
“D” CASES!
Next Start Letting Go of
“D” Clients!
How many will you
let go of?
________________
Productivity techniques for
gaining control of the law firm...
As we discuss these techniques, please
remember - You are either building a
BUSINESS with SYSTEMS that take care of
clients and add value. . .
OR. . .
You are building a JOB where the client is
trained to be dependent on the Technician…
YOU!
Become Exclusive!
Elements of Exclusivity:
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Authentic
Customer Service Focus
Reduces Client Issues
Provides a reason for you to say, “no”
Introduces Team Perspective
Establishes Boundaries
Use a Designated Hitter
A Designated Hitter is an associate, paralegal,
or legal secretary who is trained to help take
care of the client in your absence, and is:
 Customer service oriented
 Detail oriented
 Has priority access to you
 Introduced early into the process
Who is your Designated Hitter?
Preemptive Strikes
A SYSTEM for PROACTIVE contacts
with clients and high level referral
sources

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The DH calls out to client before they call
in to you
First week file is open, second, third, and
periodic as necessary
The DH returns calls promptly
The DH maintains communication and
responsiveness
Elect a “Time Cop”
The Time Cop is a key support staff
member (secretary, assistant, paralegal)



Meet daily at end of day
Compare hours with activities,
calls, files, etc.
Recover 10 - 15% (sometimes 25%)
of billable hours
Interruptions

What are the classic
interruptions?

What are the costs of those
interruptions?
.
Managing Interruptions
Take Charge (you are the first line of defense)
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Go public
Group interruptions
Create staff meetings
Close door
Move desk/chair
Create visual reminders
Managing Interruptions
Here’s a novel idea...
TURN OFF THE
PHONE & E-MAIL
Block & Tackle
Time and motion studies consistently
reveal that…


Grouping “like” tasks together
Doing them together
...results in increased efficiency.
What would you block out time on your
calendar for?
Marketing -- Production -- Hearings -Administrative time -- Planning -- Exercise
TRIAL ATTORNEY'S TIME TEMPLATE 2
MONDAY
7:00 am.
8:00
TUESDAY
WORK OUT
WEDNESDAY
THURSDAY
WORK OUT
FRIDAY
WORK OUT
MEET W/SEC'Y
TEAM MEETING TEAM MEETING TEAM MEETING TEAM MEETING TEAM MEETING
9:00
PRODUCTION
PRODUCTION
PRODUCTION
PRODUCTION
TIME
TIME
TIME
TIME
RETURN
RETURN
RETURN
RETURN
CALLS
CALLS
CALLS
CALLS
10:00
COURT
TIME
11:00
12:00
MARKETING
WORK ON
MARKETING
MARKETING
TEAM
LUNCH
YOUR BIZ
LUNCH
LUNCH
LUNCH
1:00 pm.
2:00
LUNCH
SEE
SEE
SEE
SEE
MARKETING
CLIENTS
CLIENTS
CLIENTS
CLIENTS
EVENT
MARKETING
PRODUCTION
PRODUCTION
PRODUCTION
3:00
4:00
5:00
TIME
OR
COURT
6:00
GO HOME
GO HOME
GO HOME
GO HOME
The Power Hour
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First thing in the morning
Give yourself one or two hours
Power through production
Block all interruptions
Case Status Organizer
File name, current status, responsible
party
 What is the next action?

(Deadlines checked)

By whom, by when?
(Delegatee checks schedule, raises red flag -- additional
resources)
~ BREAK ~
How Good Attorneys
Become Great
Rainmakers
.
Main Points:

Marketing is a learned behavior

It is a process to be Mastered

One size does not fit all

Attorneys can never stop
marketing!
Results or ROI
Investment Curve
Compound
Interest
$360,000
$2,000 x 30 years @ 10%
Extraordinary
Success
Simple
Interest
$66,000
Getting By
Time
Results or ROI
Marketing Investment Curve
3 marketing actions per week
Time
Referrals
and
Revenues
Increase
Dramatically
Marketing Assets
&
Marketing Habits
21 Marketing Assets
1. Top Twenty
2. Contact Mgt. Software
3. Marketing Assistant
4. The Laser Talk
5. Marketing Stories
6. Professional Website
7. PR Campaign
8. Interview Process
9. Accountability Ptr.
10. Marketing Retreat
11. Mthly Mkting Plan
12. Signature Event
13. Client In-take Matrix
14. Referral Map
15. Aftercare Program
16. TOMA Tool
17. Tracking System
18. Client-Centered Office
19. Professional Image
20. Time Template
21. Thank You System
5 Marketing Habits
1. Three Marketing Contacts
a Week Habit
2. Asking for Referrals Habit
3. Sharpening the Saw Habit
4. Thank You Habit
5. Adding Names Habit
Asset # 1
Top Twenty List
Referral Sources
1
2
3
4
Top 20
5…
20
21
22
23
24
25
…
100
Farm Team
Identifying Your Top 20
•List out name
•Category
•Rapport (A-B-C )
•Potential vs. Actual
•Prioritize - Days
The Power of Numbers
Prospects
Top 20
You
Asset # 2
Contact Management Software
( Electronic Tickler File )
The Database
The Database ‘Ticker File’
allows you to:
Create Leveraged Marketing Activities
Create and Re-enforce Rapport
Track Conversations and Commitments
Track Trends and Commonalties
Purpose of a Tickler File
Maintain up-to-date
information for:
Clients
 Prospective Clients
 Referral Sources
 Prospective Referral Sources

Types of Information
To Collect
 Name
 Title
 Address
 Phone - fax - cell
 E-mail address
 Current Status
 Potential
 Level of rapport
 Birthday
 Anniversary
 Hobbies, interests
 Secretary’s name
 Spouse, kids names
 Referred by
 Referred to you
 Contact notes
Database Management Software
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
ACT
Goldmine
Outlook
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
Amicus
Needles
Time Matters
Asset # 3
A Marketing Assistant
The Marketing Assistant
A marketing assistant can be your secretary,
key assistant, intern, part-time or a full-time
employee (or even virtual) who will act as your
co-conspirator and support your marketing
efforts.
The Marketing Assistant
Activities for your Marketing Assistant:
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Schedule lunch/breakfast meetings
Manage database
Plan and Manage Events
Manage TOMA program
Assist in preparation for speaking engagements
Follow-through on leads for you
Prompt you into action
Asset # 4
The Laser Talk
The Laser Talk
I work with
(Specific description of client)
In their desire to
By means of
(Benefit or value statement)
(How one delivers those benefits)
And what is unique about my
practice is. . .
(Often what you might consider a weakness)
Asset # 5
Marketing Stories
Storytelling
Develop at least three stories
about you and your practice -make sure they contain a
message that builds rapport,
respect and trust
Storytelling
The typical story has three parts:
Part 1: The context of the story contains
plenty of detail to pull the listener
in and set the scene.
Part 2: The main characters are placed in
dilemma, challenged, or conflicted.
Part 3: The story is solved and a message
has been delivered – best if done
with humor.
Asset # 6
A Professional Website
Asset # 7
A Public Relations Campaign
Asset # 8
The Interview Process
Interviewing and Asking
Questions
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Simple to do
Provides feedback
Generates business
Ask Questions
Being sincerely interested in others
creates a personal connection
-- and creates more opportunities
for you to build rapport and trust.
The Interview Process
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Acknowledge
State purpose
Ask questions
LISTEN
Questions
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What are your three biggest
frustrations in dealing with lawyers?
What problems have you had in the
past that keeps you from using or
referring a lawyer?
What would outstanding service from
a lawyer look like to you?
Do You KNOW the Frustrations and
Expectations of your Clients and
Influencers?
Assignment:
Interview at 10 current or prospective clients
and referral sources in the next 45 days.
Asset # 9
An Accountability Partner
Asset # 10
Annual Marketing Plan & Retreat
Asset # 11
A Monthly Marketing Plan
Referral Marketing Action Plan
Keep actions simple, consistent with your
values, and institutionalize (block into
calendar).
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Breakfast, lunches, dinners
Dinner events in your home
Clip and send articles
Conduct or attend seminars and
workshops
Connect on the telephone
The Mini-Marketing Plan
1.
2.
3.
4.
Identify an Asset for March
Identify a Habit for March
Identify 12 people to contact, the
objective in contacting them and how
you will contact them.
Set up an Accountability Partner!
Important Marketing Numbers
20
Minimum 20
Good Referral
Sources
+
3
=
Increase
Gross
Revenues
Minimum 3
per week
(Do nothing and get the same results you have now!)
Asset # 12
Signature Marketing Event
Asset # 13
Client Intake Matrix
Asset # 14
Referral Map
The Referral Map
X
Attorneys
X
Other
Clients
You /
Client
CPA’s
Building a Referral List:
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
Clients
Attorneys
CPA’s
Financial Advisors
Family, Friends, Staff
Exercise:
From your top 8 categories in the Referral Map list
current or potential referral source names
Asset # 15
Client “Aftercare” Program
Asset # 16
TOMA Tool
Asset # 17
Tracking System
Tracking And Quantifying
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Weekly Tracking Form
New files
Source of Files
Value of new files
Asset # 18
Client Centered Office
Asset # 19
Professional Image
Asset # 20
A Marketing Time Template
Asset # 21
A “Thank You” System
Score Yourself on the
21 Marketing Assets
Marketing Habits
Good Rainmakers continually
develop and enhance their
marketing habits. There are at least
five habits that will accelerate your
marketing efforts.
Habit # 1
3 Marketing Contacts per Week
Habit
Habit # 2
Asking for Referrals Habit
Habit # 3
Sharpening the Saw Habit
Habit # 4
The Thank You Habit
Habit # 5
The Adding Names Habit
Your Rainmaker Score
Action Steps to
Begin the Managing Your Practice
1. Get clear about what you want.
Complete your mission statement and
goals.
2. Become very selective. Rate your client
base and let go of at least 2 clients.
3. Master your calendar. Sit with your staff
and build a time template.
Action Steps to
Begin the Managing Your Practice
4. Increase marketing contacts to 3 per
week. Commit to at least one additional
lunch per week.
5. Enroll a co-conspirator in Re-engineering
the firm.
Questions???