The Rainmaker's Forum:
In-House Marketing Training That Works

By Donna Erickson
©Erickson Marketing, Inc.

I am frequently asked by law firms to speak to their attorneys on a variety of marketing topics, addressing areas such as client service, networking, working a room, building a referral source network, and how to sell professional services. To supplement my work, I recommend that all firms implement a Rainmaker's Forum. It is easy to start, effective if taken seriously, and has minimal cost for the firm.

Law firms of every size can implement an internal speaker series -- using your own successful marketers as your featured speakers. The Rainmaker's Forum creates opportunities for associates and any interested partners to hear first hand how successful attorneys started their practice some 10, 20 or 30 years ago, and how they built their practice to where it is today. Every speaker will have a unique story.

Here are a few tips to get you started:

Speakers

Identify partners and senior associates in your firm who have built a successful practice and excel at client development. Invite one to speak at each session.

Format

• Make it easy for everyone to participate.
  Provide at least three week's notice of the session so interested attorneys can schedule the 90 minute session on their calendar.
• Provide lunch for everyone.
• Provide a printed copy of the speaker's attorney profile to each attendee.
• Introduce the speaker and let them talk for approximately twenty to thirty minutes. Then invite the audience to ask questions.

Topics

Provide the speaker with an outline suggesting topics to address -- what has worked and not worked in developing their practice. For example:

• A litigator may talk about giving a presentation at an industry conference or CLE following the completion of a case involving a unique issue. A few years later, a major referral came to the law firm as a result of that presentation.
• n M&A attorney may talk about the time another party was so impressed by her performance that they hired her for their next deal.
• Work that came to the firm as a result of staying in touch with a law school classmate who went on to become assistant general counsel of a major corporation. When the AGC moved on to the next company, once again, the referrals began due to the quality of the relationship.

Individual Styles

Each speaker will bring his or her own individual style to the presentation. For example:

• Some attorneys generate business on the golf course with great success.
• Many successful attorneys build strong networks that generate quality referrals.
• Attorneys also visit the client's office several times a year just to "check-in," without charge, and manage to come back with new business.

You will be amazed at the stories to be shared and the wealth of knowledge communicated in these programs. Taking notes and distributing summaries to all interested attorneys creates a reference book of ideas. This will help you build a great marketing reference library which can be used by individual attorneys or in future group sessions when you bring new attorneys on board.

Attorneys learning from other attorneys: practical, affordable, and one of the best marketing training tools you can implement today.

If you would like more information on how to start your Rainmaker's Forum or assistance with additional marketing training or coaching, contact me at 612-669-5548 or Donna@EricksonMarketingInc.com.