HOW TO TARGET AND CRACK A LARGE NEW CLIENT WITH MARK COWAN
$300.00
Business development experts Larry Bodine and Mike Cummings join with Mark Cowan, a partner at Patton Boggs, to share tried and true best practices to crack a major new business accounts. Viewers of this sound-and-video recording of a live Web seminar will learn how to get in front of the decision-makers at a big prospective client, what to say and do at the initial meeting, and how to interest them in giving you work.
Attendees will get the answers to the following questions:
How do we get in-front of the decision-makers at a big prospective client?
What do we say and do if we get this initial meeting?
How do we interest them in giving us an opportunity to do work?
How do we distinguish ourselves from other firms that they are currently working with?
How do we leapfrog from an engagement or two into a broader and deeper working relationship?
Most professionals don’t know how to proactively, consistently and continually pursue a relationship with a target client. Worse yet, they waste opportunities and time by pursuing RFPs or other forms of “begging” to get a chance to demonstrate our capabilities. And, even if they do get a chance to get in front their ideal client, they blow this opportunity by selling the client based on their firm’s depth of experience and capabilities.
You can start today to crack these prospective new business accounts. Because, fortunately, there are a set of tried and true best practices available for you and your firm.
Testimonial from a happy attendee at our latest Web seminar:
"Three weeks after the first Web seminar session, I facilitated a follow-up working lunch to discuss how people had been putting the SAGE concepts into action. I used the concepts we learned personally when one of our Partners and I had an interview with a prospective client organization. We have since been appointed as this organization's sole legal services provider and they are likely to become one of the top 40 clients of our firm. The feedback we received from them on why we were selected was that (among other things) they were impressed by our understanding of their organization and their industry."
Hunt & Hunt Lawyers Brisbane, Australia
View and listen to How to Target and Crack a New Large Business Client, learn how to:
Earn the right to this client’s business
Avoid the common mistakes that can quickly derail you in the eyes of the client and eliminate future possibilities with them
Understand their business priorities and how this creates an opportunity for you
Pick their most compelling business points of pain and anguish -- and leverage them
Attract their attention by suggesting relevant and value-added solutions to heal their "pains"
Exploit the weaknesses of your competitors that are currently working with the client
Position the value proposition of your firm
Network into the account through the people and relationships you already have in place
Leverage a mix of marketing and selling tools that can provide the opening you need
Conduct a client-centered sales call that leads to getting their business
About the Faculty
Larry Bodine is a strategic marketing consultant based in the Chicago area. He advises law firms across the country on marketing strategy, individual sales plans, firm retreats and revamping Web sites. Typical assignments include developing a firmwide marketing strategy, meeting with partners to compose individual marketing plans and using technology to market a law firm.
Larry is the Editor of the LawMarketing Newsletter and founder of the LawMarketing Portal, www.LawMarketing.com, the No. 1 destinations online for news and information about law firm marketing. He founded the LawMarketing Listserv in 1996, www.lawmarketing.biz, which is online email discussion group. He operates the LawMarketing Portal, www.LawMarketing.com, a news and information Web site that gets 97,000 unique visitors per month. He publishes the weekly LawMarketing Newsletter to 4,200 readers every other week.
He is the former Director of Communications of Sidley, Austin Brown & Wood, where he served for eight years. He has 15 years' experience as a journalist, serving as Editor and Publisher of the American Bar Association Journal, the National Law Journal, Lawyers Alert (renamed Lawyers Weekly) and other news publications.
Larry practiced law in Madison, Wisconsin and is a cum laude graduate of both Seton Hall University (J.D., 1981) and Amherst College (B.A., 1972).
Mark Cowan is a partner with the law firm of Patton Boggs in Washington, D.C. Mark is engaged in the firm’s efforts across a range of practice areas, with a particular focus on public policy. In addition, he advises clients on legislative, regulatory, international matters and public relations matters across a broad range of industries.
Before joining Patton Boggs, Mark served as president of Columbus Public Affairs, chief executive officer of Newmyer Associates, vice chairman of Cassidy & Associates and chief executive officer of The Jefferson Group.
Earlier, Mark served stints at Gray & Company and Hill & Knowlton Public Relations where he counseled numerous domestic and international clients.
Over his more than 20 years of public affairs experience in the private sector, he has counseled numerous corporations, trade associations, countries and other clients. He brings a wealth of experience in legislative and regulatory public policy matters, international affairs, strategic communications and crisis management matters.
Michael G. Cummings is the managing principal of SAGEProfessional/SAGE Law Marketing, based in St. Charles, IL. He has been a marketing strategy and business development consultant for over 20 years. Michael is co-author of a new book (2004) – The Best Practices of Legal Marketing.
Prior to establishing SAGE, Michael was a partner at Mercer Management Consulting - a leading business design consulting firm. At Mercer, he was responsible for new business development, managing client relationships and delivering business design engagements in the communications, information and industrial industries
He was an account leader of Mercer’s top account: IBM. Using his account planning, relationship management and selling skills, Michael helped Mercer to create over 300 senior executive relationships and a sustained base of business. He also led account teams aimed at expanding relationships with Motorola, Siemens and NCR.
Early in his career, Michael was a member of the team that established the marketing function at Andersen Worldwide (Arthur Andersen & Accenture).
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Business development experts Larry Bodine and Mike Cummings join with Mark Cowan, a partner at Patton Boggs, to share tried and true best practices to crack a major new business accounts. Viewers of this sound-and-video recording of a live Web seminar will learn how to get in front of the decision-makers at a big prospective client, what to say and do at the initial meeting, and how to interest them in giving you work.
Most professionals don’t know how to proactively, consistently and continually pursue a relationship with a target client. Worse yet, they waste opportunities and time by pursuing RFPs or other forms of “begging” to get a chance to demonstrate our capabilities. And, even if they do get a chance to get in front their ideal client, they blow this opportunity by selling the client based on their firm’s depth of experience and capabilities.
View and listen to How to Target and Crack a New Large Business Client, learn how to: