Archives - February 2012

 

“SERVICE, PLEASE!”

 

A lot of professionals for whom I provide business and professional development coaching have practiced under a mistaken notion for much of their careers.  “Successful business developers are glad-handing networkers,” they tell me.  “I just can’t do that kind of thing.  I’m not that type of person. ”

 

“Well, what type of person are you?” I usually ask, and typically receive a puzzled look in response.

 

I clarify my question:  “I mean, when you interact with clients and colleagues what is your typical style?”

This question produces responses such as:

 

 

• “I’m very no-nonsense and business-like.  I don’t like to waste people’s time with small talk. It’s all about cranking out the work.”

• “I’m at my desk most of the day taking client calls.  They expect to be able to reach me and I want to be accessible to them.  I try to vary my style and approach to their different communication styles and needs.  That adds to the interest of the work for me.”

• “Clients seem to appreciate that I am very focused on their goals and priorities for a project.  To know what those are in any given case, I have to ask a lot of questions and invest time at the beginning of each assignment. I’ve done this work for years, and my goal has always been to deliver a high quality of service.”

• “I’m always in a hurry during the day – there’s just so much to do, calls, emails and meetings.  I have to ignore a lot of the ‘incoming’ communications in order to handle the work and management priorities. When I’m out networking I’m ‘on,’ but in the office I’m all business.”

 

 

So based on these responses, which type of attorney is the best business developer?

 

Easy to see, isn’t it?   The type of person who tends to be an excellent business developer is the individual who likes his or her work, and who strives to provide a high level of service – whether the recipient is a colleague or an actual paying client.  In other words:  service sells.  Not glad-handing, not speechifying or twittering, not fee discounts – at least not over the long-term.  When coupled with competence, excellent client service is the key to building a sustaining practice.  The second and third responses above typify individuals who have the potential – perhaps as yet untapped – to be outstanding business developers.  Why?  Because their clients like the high level of service they receive – customized, focused and user-friendly.   Whether these professionals know it or not, they have a very potent competitive advantage and one that they should learn to promote as part of their business building efforts.

 

In 2012, many factors – some of which are out of our control – impact our clients’ purchasing decisions.   But there is one sales advantage that is subject to our control and development – providing excellent client service, one relationship at a time.   Service sells into and expands the current client relationship; leads to references, referrals and introductions; and may be used very effectively as part of a sales pitch when the question arises, “Why you?”

 

There’s nothing wrong with glad-handing and networking.  But when it comes to long term business development success, service trumps it every time.