Case Study: Using Training, Coaching, Seminars and Retreats Together to Refocus Lawyers on Strengths
Need: Attorney Reframe on Building Relationships
Minneapolis based Lommen Abdo, the convergence of a standout complex litigation firm and a leading mid-west business and entertainment firm, has a growing reputation as one of the best in firms in Minneapolis. The firm has had great success branding the newly merged firm and marketing efforts from the past have been successful. But, the firm wanted to take its efforts a step further by focusing on individuals. They needed each attorney to take more individual responsibility for building lasting relationships with clients and prospects. They asked for assistance in several key areas:
- Skills training for partners and associates
- Focusing lawyer efforts on the most productive activities
- Creating accountability
- Motivating lawyers to action
- Creating sustainable, realistic plans
Solution: Interdisciplinary Approach – Training, Coaching, Motivation, Accountability, Planning
The firm agreed to sponsor a series of focused workshops to motivate, educate and hold peers accountable to one another. Craig Brown worked with firm management to create a plan to meet the objectives. A two-hour luncheon seminar was designed to generate interest, introduce new concepts and build enthusiasm and “buy-in” for on-going individual training. The seminar also helped the firm identify candidates for a skills-based half-day workshop. The workshop provided practice for both fresh and traditional concepts on a platform that included a mix of brainstorming sessions, lecture and role play. Workshop participants continued with a nine-month program of one-on-one training and coaching to support concepts taught in the workshop and build strong habits. The firm used this foundation as a theme for their annual retreat and devoted a portion of their retreat to related business development sessions.
Result: Building Relationships Based on Lawyer Strengths
Margie Bodas, Vice-President of Practice Management reports two significant results:
1) It drove home the point to each of the participants that they too have an important role – and responsibility — for business development in the firm and,
2) It helped each individual focus on his or her own strong points and identified what would work for them. After that, each established a plan and followed through on their own specific actions
Comments from the firm:
“We often get the old ‘we can’t do that,’ ‘I’m too busy,’ ‘this doesn’t fit my style,’ etc. But, all of the lawyers attending the sessions provided great feedback! They felt that Craig knew what he was talking about from his own experience as an attorney. He gave them options to find the best methods that work for them — it wasn’t a cookie cutter approach that everyone has to do ‘x’. And he gave them a good foundation to work from.”
“The program was very successful in getting one of our IP attorneys focused on how to get his message out. Two years later, that person is still working off of the momentum he created and building a strong foundation from what Craig helped start.”
“One of the participants is a very direct, no-nonsense partner who just wanted to continue to woo her insurance defense clients. She did not want to participate in this group . . . but she did. Recently, she hosted the Women’s Real Estate and Construction Professionals Association at our office! She’s become very involved in that group and has drilled down to find other opportunities.”
“Another participant has expanded networks with the legal malpractice carriers in both Minnesota and Wisconsin.”
“The ‘accountability group’ created after the completion of the official program continues today. Members of this group continue to take ownership of their own development.”
“One participant actually cut down on the number of boards and groups she was participating in to put more time and effort into the groups that she, with Craig’s assistance, targeted as the best opportunities for her.”
“Our attorneys generally do not like to have outside presenters for retreats and they are pretty skeptical about the value. The feedback from the retreat was great! We ran over on the time for the programs because of the discussions that were spurred. It was both productive and motivating. We came back with a list of connections to make between the groups (which they did follow through on) and opened doors to continuing the process of finding opportunities among the practice groups.”