When it comes to winning more work nothing gets professionals going more than a bit of healthy competition.
That was the thinking of Ashley Tenney, Senior Business Development Manager at McKenna Long & Aldridge LLP (now Dentons). Ashley won the Sales & Service Executive of the Year Award at this year’s LSSO* Conference in Chicago for her ‘45 day client blitz’.
The program used a formal competition to encourage lawyers to get out from behind their desk and foster deeper client relationships.
Points were awarded for 19 different business activities - from sending a relevant article with a personal note (2 points) to introducing them to a lawyer from another team within the firm (15 points). Lawyers were also given room to move, with the chance to nominate their own point-scoring activities.
At 5pm each Friday, points were tallied and the scorecard shared among the lawyers at the firm.
Bringing it back home
I know from personal experience how successful a client blitz can be.
In 2013, I worked with Sydney firm Brown Wright Stein, to build and implement a similar campaign. The net effect was a decrease in ‘lock up’ and an increase in profits of more than 25%.
The program also led to the firm receiving ALPMA’s Innovation of the Year Award.
Call or email me if you’d like to talk about how to run a ‘blitz’ in your firm. I’m happy to share more examples and point out traps to avoid.
You can also read about how to design and implement a successful sales program in your firm by fostering a bit of healthy competition among your own lawyers.
*LSSO is the US-based Legal Sales & Service Organisation. Sue-Ella is a member of its Editorial Board.