Michael Fleming believes “Trust” is the key to success for any lawyer attempting business development. A man after my own heart! I love what he has to say about the role of the Trusted Advisor, and how perfecting this is the best way to generate new clients and keep old clients coming back to you time and time again. He even has a formula for it (courtesy of Charles H Green, famed author of three books on the Trust Quotient in business):
T = (C + R + I) - SI
…. where T = Trust, C credibility, R relationship, and I stands for intimacy. And what’s the SI that’s to be subtracted after all these wonderful qualities are mixed together, I hear you ask? Self Interest of course. Neat.
Michael is Head of Legal Training at specialist training & coaching company Kissing With Confidence (you’ve got to be confident doing business under a company name like that!) He joined them some 10 years ago, after 20 years as a private practice lawyer. So he knows the legal sector inside and out, which means all the training and coaching he offers, (from networking and pitching, to negotiating and influencing, and everything in-between), is based on a very good understanding of what life is really like for lawyers, and how legal services are bought and sold in the real world. Important for any consultant working with solicitors and barristers, in my view.
I met Michael at a training and networking event run by Pinsent Masons' Vario especially for its freelance lawyers. The subject of the evening was the increasing importance of soft skills and emotional intelligence in an age where we are seeing more and more Artificial Intelligence in the legal services mix. (You can read more about Vario's event in the Daily Telegraph here.) Just days before the event, news broke of US law firm BakerHostetler’s hire of a robot lawyer, ROSS, into its bankruptcy team, and the event hosts were quick to use this to advantage: "as AI increases in law", said Vario CEO Matthew Kay, "so lawyers need to promote their human side and polish up their soft skills as a point of differentiation". (You can follow Vario's thoughts on this on Twitter, via @PMVario or under the hashtag #NoClones.) So Michael’s session couldn’t have been better timed. He certainly had everyone’s attention. He led a fantastically engaged and lively session. We were all ears.
Afterwards, I wanted to know more about this emphasis Michael places on Trust in the lawyer-client relationship.
“It’s all about lawyers developing that classic Trusted Advisor role and understanding what this means in all its aspects. There are 10 or so key principles we aim to get across in our coaching programmes on this: first, that the trusted advisor is in it for long term relationships, not short term gain; second, they put clients’ interests before their own; third, a Trusted Advisor is genuinely interested in their clients and their business, demonstrating this by working hard to understand the client’s underlying interests too, not just “surface wants”; next, they are reliable; they do what they say they’ll do. And they are credible. Lastly, they get up close and personal, and connect emotionally (appropriate professional boundaries maintained at the same time of course!), and are enthusiastic and passionate about what they do. At the end of the day it’s about authenticity.”
It’s one of my personal bugbears that people often misunderstand the sales process and think it’s about “swizzing” people into buying things they don’t need. But that’s not good sales at all; in fact it’s called conning people. Good sales is about understanding/anticipating people’s needs and delivering products or services that will best meet those needs. It’s actually about helping people; in law this means listening deeply to what it is that clients really need, (in terms of service and price points as well as legal expertise), and shaping your service to fit. And if as a salesperson you don’t really believe your service is the best solution for the target client, then don’t sell it to them! Instead recommend the person who can help them more. You’ll win in the long run.
It will be no surprise to you that Michael’s emphasis on trustworthiness as a key to successful business development was music to my ears. If this is what Kissing With Confidence is all about, then I’ll pucker up now!
A court case this week confirmed the term "Superhero" is free for all of us to use and the Kysen team breathed a collective sigh of relief. A large segment of our IIP-accredited internal training programme is centred around being SuPR Heroes (see what we did there?), using our four SuPR Powers of Persuasion, Perfect Timing, Storytelling and Soundbite-Spotting to make our PR performance superhuman.
Given the concept of the Superhero is so embedded in our culture, it seems ridiculous that anyone using the word might be infringing a trademark. In this case, the mighty Marvel and DC Comics had joined forces to challenge little man author Graham Jules, halting publication of his book "From Business Zero to Superhero", in a David-and-Goliath battle worthy of any comic book tale. Just days before the court case was due to start, Marvel and DC stood down, withdrawing their objection to Jules using the word. So no court has yet ruled on whether "Superhero" is so much part of culture it can't be "owned" or protected for commercial purposes. But at least for now common sense has prevailed.
We are in the kitchen with a favourite client this week, exploring the "marketing mix". Cookery and business coach Richard Coombes will be leading us in a shared learning experience, as together we think about how to blend business development and PR activity ever more smoothly. The Kysen team will be joined by the firm's two in-house PRs and also four members of their in-house Business Development team. We've carefully prepared Venn diagrams showing how BD and PR activity need to dovetail for best effect.... and this week's challenge is to recreate these diagrams in the medium of cake! Of course we'll be discussing the key ingredients and how they need to be mixed, stirred or folded together with skill, for best results, as we do this. Watch out for pix on Twitter. Can't wait!