Case Study: Jump Starting Business in a Recession
Need: Business Development Buzz at the Annual Retreat
Ropers Majeski Kohn & Bentley holds an annual attorney retreat in California’s Santa Cruz Mountains. The firm sought a bold new speaker to set the tone for the conference and jumpstart business development activities in a down market.
Ropers needed to motivate lawyers to engage with clients and prospects. The firm also wanted a speaker capable of connecting with them – someone who had practiced law and understood obstacles and constraints lawyers deal with daily.
Action: Preparing the Stage
Craig Brown was honored to be booked as that bold new speaker. Our work began far ahead of the scheduled event. In preparation, Craig’s team interviewed the firm’s marketing director and other firm leadership by telephone. They confirmed the firm’s original parameters and then probed into the firm’s history and transformation from a regional insurance defense firm to a much larger, multi-service firm with multiple offices. To make sure the presentation was in line with the firm’s direction and goals, they also analyzed the financial success of different practice groups and plans for the future direction of the firm.
Armed with a comprehensive view of the firm and its current needs for the retreat, Craig created a sample set of slides and an outline and reviewed them with the marketing director and managing partner. Together Craig and firm leadership revised and adjusted the presentation material to reflect the firm’s priorities and circumstances.
Result: Lesson Heard and Learned
The powerful keynote session sparked the much-needed dialogue about how to get lawyers out in front of clients and contacts. Rick Wilson, Managing Partner, reported that it was the best Keynote speaker they’d had in years. Several lawyers requested additional coaching sessions to help them better engage with clients. According to Marketing Director Darcy Diaz, there was a flow of positive comments from attendees and the attorneys continued using the paradigms from the keynote throughout the conference.
“Craig’s presentation was extremely powerful. It was very obvious from the conversations I had with attorneys afterward that Craig delivered his message in a way that was very easy for even young associates to understand, and that he took some of the mystery out of how to get started. For the experienced rainmakers, he confirmed strategies that have been proven successful and was able to offer some fresh ideas for the difficult economic obstacles that our attorneys are facing today.”
Darcy Diaz, Marketing Director Ropers, Majeski, Kohn & Bentley