Thursday, May. 31, 2012
Law Practice Management Tip
When it comes to generating business, forget your ABCs and remember your ABGs
In the movie Glengarry Glen Ross, actor Alec Baldwin schools his
salesmen on the ABCs of business conversations (i.e. Always Be
Closing). In Alec Baldwin's world, every business conversation
should steadily move the prospect in the direction of making a
While this may be an effective tool for consummating the sale of
investment property, ABC is probably not the best tactic for
lawyers who want to sell legal services. That's because people hire
attorneys they know, like and trust. And pressuring someone
is generally not the best way to build trust. Instead, trust is
built through a series of small acts over time. By investing in
relationships, we build trust.
There are many ways to build trusted relationships. The most
important way is to do what you say you are going to do. If you
meet someone at a networking function and agree that you would like
to meet for coffee, follow up within 24 hours to schedule coffee.
If you promise a referral source to send them an article, forward
the article when you get back to your office.
There are many other ways to build trusted relationships. Some
of them are highlighted in
an article I published in Massachusetts Lawyers
Weekly. The common theme in all of these trust
building activities is that they involve doing something for the
other person. So rather than focusing on closing when you are
relationship building, focus on your ABGs (Always Be Giving).
In other words, you should always be looking for ways to give
value to your business relationships, whether it is with
prospective clients or with people who might refer you work.
If you want to build a law practice, never forget your ABGs. If
you focus too much on your ABCs, people will understand that you
are just in the relationship to get something out of it and that
will hurt your opportunity to build business and referrals.
Tip courtesy of Stephen Seckler, president, Seckler Legal
Consulting and Coaching.
Published May 31, 2012
To learn more about the Law Practice Management
Section, which is complimentary for all MBA members,
contact LPM Section Chair Thomas J. Barbar or Vice