Cuzzone; MacDonagh

The Law Firm Associates Guide to Personal Marketing and Selling Skills

About the Authors v Acknowledgments vii About This Book xiii Foreword xv Introduction 1(1) Overview 1(1) Honing Your Craft 1(1) Finding Balance 2(1) What Makes a Successful Rainmaker? 3(2) Marketing v. Sales 5(2) Chapter Flashback 7(2) Creating Your Plan 9(16) It's About You 10(1) The SMART Plan 11(1) How to Identify Prospects 12(3) Measuring Progress 15(7) Chapter Flashback 22(3) Communicating Your Plan 25(10) Your Biography 26(2) Professional Photograph: A Must 28(1) Your Web Site and Written Materials (And How to Use Them) 29(2) Speaking That Gets Results 31(3) Chapter Flashback 34(1) Getting to Know Your Target Market- The Power of a Network 35(20) People Are Your Greatest Resources 35(1) Developing, Cultivating, and Maintaining a Network 36(6) Closing Conversations 42(1) Listening Is Key 43(2) Your Introductory Description---a.k.a. the ``Elevator Pitch'' 45(3) How to Keep in Touch with Your Network 48(2) How to Network Inside and Outside the Firm 50(3) Chapter Flashback 53(2) Visibility: Speaking, Events, and Publishing 55(10) Speaking 56(1) The Process for Maximizing ROI and Leveraging Opportunities 57(4) Publishing 61(2) Chapter Flashback 63(2) Before a Meeting 65(8) Planning for a Client Meeting 66(2) How to Be Prepared for Any Meeting 68(1) How to Qualify and Assess 68(1) Not All Clients Are Good for Your Health 69(2) Chapter Flashback 71(2) At the Meeting 73(8) When Meeting with a Prospect or Client 73(3) Learning Styles 76(2) Personality Types 78(1) The Deposition Rule 79(1) Chapter Flashback 79(2) Asking for Business and Setting Expectations 81(10) Developing Solutions 82(1) How to Ask for Business 83(3) Setting Expectations 86(3) Chapter Flashback 89(2) Keeping Your Client and Cross-selling 91(12) The Loyalty Factor 92(3) How to Use the End of a Matter as a Sale Opportunity 95(3) How to Keep Your Clients 98(1) Adding Value 99(1) Cross-selling and Client Teams 100(2) Chapter Flashback 102(1) Plan (Again) 103(4) Qualifying Clients 104(1) Planning for Action 104(1) Chapter Flashback 105(2) Best Practices in One Minute 107(6) Resources 113(4) Epilogue 117(2) Index 119(8) About the CD 127