Lawyers will be taught to conduct clients meetings, make telephone calls, evaluate results, seize opportunities, and understand buyer psychology and motivation. Information gathering and use of supporting materials round out successful training programs. Any training program must include practical applications, follow-up techniques that make the effort a habit, and both tangible and intangible rewards. The real clue to successful training is the follow-through, which employs activity recaps, client reviews, plan revisions and assignments complete with deadlines. After successful training, lawyers exhibit new skills, see new opportunities, have greater confidence and a sense of direction, contribute to the firm and are motivated to action.
Training allows every lawyer to play a more significant role in the marketing process.
Lawyers become an organized, focused and strategic force to be reckoned with. This article appeared in the May 1990 issue of Marketing for Lawyers. Copyright , 1996-2000, The WJF Institute.