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My suggestion is to read the article first and then come back to this part that I think helps explain it in the Librarian/Marketing/KM/BizDev environment.
… okay… I assume you've read it.
I’ll reword some key pieces of what Dave Whiteside wrote just a little bit to fit the concept of a law firm’s ability to research, market and sell it services:
- How do we help attorneys get to know the potential client before they meet?
- Are we preparing the attorney to better understand the potential client’s business?
- What do we do to help the attorney understand the client’s industry and competitors?
- How do we get current awareness information to the attorneys to help them keep up with upcoming issues and trends that impact the potential client’s business?
- Do we have an comprehensive method of clearly explaining the relevant experiences that the attorney and/or the firm has that will guide the potential client who faces the same problem?
- What type of training do we give to our attorneys to help them explain how our services don’t just help with short term needs, but we are also there to advise in ways that help General Counsel better direct their company in avoiding future legal issues?
- What do we use to organize our collective experiences and help attorneys explain how those previous experiences are specifically why the client should hire us?
- How do we determine where we stand in these issues compared to our peers?
- Where do we find our individual relationships between members of the firm and the potential client. How do we present this in an actionable way to the attorney?
- What type of controls do we have in place that helps manage matters as well as helps quickly identify inefficient or unprofitable work?
- What processes do we have in place that reviews matters once they are over and helps better prepare other attorneys in the firm for the next time?