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ImprovingEngagement

Hélène Russell©TheKnowledgeBusiness

Who am I? Who are you?

Intro Lawyers Marketing Next steps?

Hélène Russell

The Knowledge

Business

Author“KM

Handbook”

Knowledge Network

WestExec-MBA

Solicitor non-

practising

Agenda

Intro Lawyers Marketing Next steps?

• Lawyers• who they are• what motivates them• improving how you engage &

communicate

• Marketing LIS & changing attitudes

Legal market pressures

Intro Lawyers Marketing What next?

Law firms

ABSs

Pressure on fees,

cashflow

Public funding and public sector ↓panels

↑GC expectations

Increased regulation

Lawyers’ motivations (1)

• Personalities (Susan Daicoff’s US research)• Myers-Briggs types • Need for power• Testosterone levels• Evaluating options


Myers Briggs types


Intuiting Sensors

Thinkers Feelers

Introverts Extroverts

Judging Perceiving

Need for power?


power• Need to lead or

have impact on others

affiliation• Desire for

friendship, love or belonging

achievement

• Need to compete with an internal or external standard of excellence

Testosterone & masculinity


all pro-fessionals

all lawyers blue collar workers

0102030405060708090

100

Evaluating options


Lawyers evaluate options economically, whereas non-lawyers are swayed by psychological factors

Materialism – they value the bottom line

What does this mean (1)?

• Interacting successfully:• meetings• written work & reports• project work & priorities• finding the value

• evidence, ROIs and evaluating projects• courageous conversations


Lawyers’ motivations (2)

• External pressures• firm rewards, recognition & drivers

• chargeable hours targets• marketing activity targets

• training & gaps


What does this mean (2)?

• WIIFM• Chargeable hours pressures • Meetings, projects & written work• Glory• Please their clients & new business• Improve leverage• Connecting people & teaching


Take a break ...

Marketing LIS

• Why market?• What is “marketing”?• Finding the “value” – defined by who?• Internal & external marketing


Ideas for LIS marketing


• Demonstrating the value-add• Practical ideas

• in-house• low hanging fruit, catch them young &

convert a sceptic• what’s in your firm’s marketing plan?• look more broadly• conversations, big and small

Summary

• Lawyers have a unique personality type• Lawyers face unique pressures due to the firms they

work for• Understanding this can help you find the value for

them in what you offer & improve your communication/engagement


Questions?

Any more questions?Your problems for discussion?What 3 things will you now do differently?What 3 new things will you now commit to doing?


Stay in touch

T: @heleneadbyBlog: knowledge4lawyers.wordpress.comFB: The Knowledge BusinessL-In: uk.linkedin.com/in/helenerussellW: www.theknowledgebusiness.co.ukNews: www.tinyurl.com/tkbnewsTel: 07548 912 779

http://www.theknowledgebusiness.co.uk/

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