In this episode, Rob Patterson of Parkins Lane and Paul Evans of Toro Digital are joined by Alistair Marshall, Director at Professional Services Business Development.

We discuss:

Whether you’re an experienced practitioner or a lawyer starting out, how do you define your target market?

As a starting point, Alistair recommends an audit on revenue and profit, work type, clients, sectors, geography, client issues. Passion and enjoyment should also be a factor as well as a drive to immerse yourself into your clients world, understand their business, industry, regulatory requirements, etc.

Don’t be shy about putting your questions on the table with a client/prospect, literally. Alistair discusses the importance of being prepared when heading into a warm meeting:

Do your homework and have questions prepared to guide/prompt the conversation.
What’s the objective of the meeting?
What’s your expectation?
What’s your value-add? What are you offering that is unique, for example, research, insight, information, etc?
Don’t give a history lesson about you/the firm.
Let the client do most of the talking - this is a discovery meeting.

Alistair’s top 3 poor uses of marketing & BD budget that have very poor ROI and engagement, especially for attracting new/prospective clients:

Connect with Alistair

On LinkedIn

Professional Service Business Development website

Email Alistair

Resources

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