standing out: how to set yourself apart from … › bar-resources ›...
TRANSCRIPT
![Page 1: Standing Out: How To Set Yourself Apart From … › bar-resources › practice-management...Standing Out: How To Set Yourself Apart From Other Law Firms PRACTICE MANAGEMENT ADVISORY](https://reader035.vdocuments.site/reader035/viewer/2022070819/5f1877bf81e4e20f8a0b6665/html5/thumbnails/1.jpg)
Standing Out: How To Set Yourself
Apart From Other Law Firms
PRACTICE MANAGEMENT ADVISORY SERVICE OF THE D.C. BAR
LUNCH & LEARN SERIES ▪ AUGUST 16, 2018
SPEAKER: MARY ELLEN HICKMAN
![Page 2: Standing Out: How To Set Yourself Apart From … › bar-resources › practice-management...Standing Out: How To Set Yourself Apart From Other Law Firms PRACTICE MANAGEMENT ADVISORY](https://reader035.vdocuments.site/reader035/viewer/2022070819/5f1877bf81e4e20f8a0b6665/html5/thumbnails/2.jpg)
MARY ELLEN
HICKMAN, MBA
20+ years in marketing
• Advertising, research, business analysis, revenue forecasting
• New business and brand launch in US and overseas
• Launched and led 3 businesses
Broad range of experience
Adjunct professor of marketing
MBA from top-tier school
Founder + Marketing Strategist
![Page 3: Standing Out: How To Set Yourself Apart From … › bar-resources › practice-management...Standing Out: How To Set Yourself Apart From Other Law Firms PRACTICE MANAGEMENT ADVISORY](https://reader035.vdocuments.site/reader035/viewer/2022070819/5f1877bf81e4e20f8a0b6665/html5/thumbnails/3.jpg)
3
WWW.HICKMANCONSULTINGPARTNERS.COM© 2018 HICKMAN CONSULTING PARTNERS. ALL RIGHTS RESERVED.
Hickman Consulting Partners = Growth
![Page 4: Standing Out: How To Set Yourself Apart From … › bar-resources › practice-management...Standing Out: How To Set Yourself Apart From Other Law Firms PRACTICE MANAGEMENT ADVISORY](https://reader035.vdocuments.site/reader035/viewer/2022070819/5f1877bf81e4e20f8a0b6665/html5/thumbnails/4.jpg)
4
WWW.HICKMANCONSULTINGPARTNERS.COM© 2018 HICKMAN CONSULTING PARTNERS. ALL RIGHTS RESERVED.
Hickman Consulting Partners = Attention
![Page 5: Standing Out: How To Set Yourself Apart From … › bar-resources › practice-management...Standing Out: How To Set Yourself Apart From Other Law Firms PRACTICE MANAGEMENT ADVISORY](https://reader035.vdocuments.site/reader035/viewer/2022070819/5f1877bf81e4e20f8a0b6665/html5/thumbnails/5.jpg)
5
WWW.HICKMANCONSULTINGPARTNERS.COM© 2018 HICKMAN CONSULTING PARTNERS. ALL RIGHTS RESERVED.
What are your objectives?
![Page 6: Standing Out: How To Set Yourself Apart From … › bar-resources › practice-management...Standing Out: How To Set Yourself Apart From Other Law Firms PRACTICE MANAGEMENT ADVISORY](https://reader035.vdocuments.site/reader035/viewer/2022070819/5f1877bf81e4e20f8a0b6665/html5/thumbnails/6.jpg)
6
WWW.HICKMANCONSULTINGPARTNERS.COM© 2018 HICKMAN CONSULTING PARTNERS. ALL RIGHTS RESERVED.
STEP 1
Start with
your services
STEP 2
Identify
insights
STEP 3Communicate
STEP 5
OUR PATHSTANDING OUT: HOW TO SET YOURSELF APART FROM OTHER LAW FIRMS
Choose the
right clients
Determine
your point of
difference
STEP 4
Quantify
value +
increase
price
STEP 6
![Page 7: Standing Out: How To Set Yourself Apart From … › bar-resources › practice-management...Standing Out: How To Set Yourself Apart From Other Law Firms PRACTICE MANAGEMENT ADVISORY](https://reader035.vdocuments.site/reader035/viewer/2022070819/5f1877bf81e4e20f8a0b6665/html5/thumbnails/7.jpg)
7
WWW.HICKMANCONSULTINGPARTNERS.COM© 2018 HICKMAN CONSULTING PARTNERS. ALL RIGHTS RESERVED.
Where is the
best place to
start?
![Page 8: Standing Out: How To Set Yourself Apart From … › bar-resources › practice-management...Standing Out: How To Set Yourself Apart From Other Law Firms PRACTICE MANAGEMENT ADVISORY](https://reader035.vdocuments.site/reader035/viewer/2022070819/5f1877bf81e4e20f8a0b6665/html5/thumbnails/8.jpg)
8
WWW.HICKMANCONSULTINGPARTNERS.COM© 2018 HICKMAN CONSULTING PARTNERS. ALL RIGHTS RESERVED.
STEP 1Start with your services
What services do you provide?1
2 What do you do best?
1. start WITH YOUR SERVICES
![Page 9: Standing Out: How To Set Yourself Apart From … › bar-resources › practice-management...Standing Out: How To Set Yourself Apart From Other Law Firms PRACTICE MANAGEMENT ADVISORY](https://reader035.vdocuments.site/reader035/viewer/2022070819/5f1877bf81e4e20f8a0b6665/html5/thumbnails/9.jpg)
9
WWW.HICKMANCONSULTINGPARTNERS.COM© 2018 HICKMAN CONSULTING PARTNERS. ALL RIGHTS RESERVED.
STEP 2Choose the right clients
Who needs your services?1
2
4
3
Who is easy to persuade?
Who values your services?
Who is able to pay?
5 Who is easy to work with?
2. Choose the Right clients
![Page 10: Standing Out: How To Set Yourself Apart From … › bar-resources › practice-management...Standing Out: How To Set Yourself Apart From Other Law Firms PRACTICE MANAGEMENT ADVISORY](https://reader035.vdocuments.site/reader035/viewer/2022070819/5f1877bf81e4e20f8a0b6665/html5/thumbnails/10.jpg)
10
WWW.HICKMANCONSULTINGPARTNERS.COM© 2018 HICKMAN CONSULTING PARTNERS. ALL RIGHTS RESERVED.
STEP 3Identify insights
3. Identify Insights
1
2 What is important to your best clients?
• What is most important?
How do your best clients think and feel about your services?
![Page 11: Standing Out: How To Set Yourself Apart From … › bar-resources › practice-management...Standing Out: How To Set Yourself Apart From Other Law Firms PRACTICE MANAGEMENT ADVISORY](https://reader035.vdocuments.site/reader035/viewer/2022070819/5f1877bf81e4e20f8a0b6665/html5/thumbnails/11.jpg)
11
WWW.HICKMANCONSULTINGPARTNERS.COM© 2018 HICKMAN CONSULTING PARTNERS. ALL RIGHTS RESERVED.
4. DeTERMINE Your Point Of Difference
![Page 12: Standing Out: How To Set Yourself Apart From … › bar-resources › practice-management...Standing Out: How To Set Yourself Apart From Other Law Firms PRACTICE MANAGEMENT ADVISORY](https://reader035.vdocuments.site/reader035/viewer/2022070819/5f1877bf81e4e20f8a0b6665/html5/thumbnails/12.jpg)
12
WWW.HICKMANCONSULTINGPARTNERS.COM© 2018 HICKMAN CONSULTING PARTNERS. ALL RIGHTS RESERVED.
STEP 4Determine your point of difference
4. DEtermine Your Point Of Difference
1
2
3
The easy way: ask
Ensure that your benefit is unique (enough)
• Potential clients want to choose
• They expect you to make the choice clear
• Give them a reason to choose you
Think about what you do best and what makes you different
• What do your best clients care about the most?
• Your clients
• Your coworkers or colleagues
• Your friends and family
• Your advisors or vendors
![Page 13: Standing Out: How To Set Yourself Apart From … › bar-resources › practice-management...Standing Out: How To Set Yourself Apart From Other Law Firms PRACTICE MANAGEMENT ADVISORY](https://reader035.vdocuments.site/reader035/viewer/2022070819/5f1877bf81e4e20f8a0b6665/html5/thumbnails/13.jpg)
13
WWW.HICKMANCONSULTINGPARTNERS.COM© 2018 HICKMAN CONSULTING PARTNERS. ALL RIGHTS RESERVED.
Consider your competition:
Law firms who do similar work.
![Page 14: Standing Out: How To Set Yourself Apart From … › bar-resources › practice-management...Standing Out: How To Set Yourself Apart From Other Law Firms PRACTICE MANAGEMENT ADVISORY](https://reader035.vdocuments.site/reader035/viewer/2022070819/5f1877bf81e4e20f8a0b6665/html5/thumbnails/14.jpg)
14
WWW.HICKMANCONSULTINGPARTNERS.COM© 2018 HICKMAN CONSULTING PARTNERS. ALL RIGHTS RESERVED.
STEP 4Determine your point of difference
4. DEtermine Your Point Of Difference
1
2
3
The easy way: ask
Ensure that your benefit is unique (enough)
• Potential clients want to choose
• They expect you to make the choice clear
• Give them a reason to choose you
Think about what you do best and what makes you different
• What do your best clients care about the most?
• Your clients
• Your coworkers or colleagues
• Your friends and family
• Your advisors or vendors
![Page 15: Standing Out: How To Set Yourself Apart From … › bar-resources › practice-management...Standing Out: How To Set Yourself Apart From Other Law Firms PRACTICE MANAGEMENT ADVISORY](https://reader035.vdocuments.site/reader035/viewer/2022070819/5f1877bf81e4e20f8a0b6665/html5/thumbnails/15.jpg)
15
WWW.HICKMANCONSULTINGPARTNERS.COM© 2018 HICKMAN CONSULTING PARTNERS. ALL RIGHTS RESERVED.
STEP 5Communicate
5. COMMUNICATE
1
2
3
Case studies
Testimonials
Talking points
• Situation
• Action
• Result
![Page 16: Standing Out: How To Set Yourself Apart From … › bar-resources › practice-management...Standing Out: How To Set Yourself Apart From Other Law Firms PRACTICE MANAGEMENT ADVISORY](https://reader035.vdocuments.site/reader035/viewer/2022070819/5f1877bf81e4e20f8a0b6665/html5/thumbnails/16.jpg)
16
WWW.HICKMANCONSULTINGPARTNERS.COM© 2018 HICKMAN CONSULTING PARTNERS. ALL RIGHTS RESERVED.
STEP 6Quantify value + increase price
6. QUANTIFY VALUE + INCREASE PRICE
1
2 Reevaluate your rates
Do the math
• Quantify the value you provide: calculate the benefit
your clients receive
• Cost to provide services
• Market rate
• Value provided/benefit received
![Page 17: Standing Out: How To Set Yourself Apart From … › bar-resources › practice-management...Standing Out: How To Set Yourself Apart From Other Law Firms PRACTICE MANAGEMENT ADVISORY](https://reader035.vdocuments.site/reader035/viewer/2022070819/5f1877bf81e4e20f8a0b6665/html5/thumbnails/17.jpg)
17
WWW.HICKMANCONSULTINGPARTNERS.COM© 2018 HICKMAN CONSULTING PARTNERS. ALL RIGHTS RESERVED.
STEP 1
Start with
your services
STEP 2
Identify
insights
STEP 3Communicate
STEP 5
OUR PATHSTANDING OUT: HOW TO SET YOURSELF APART FROM OTHER LAW FIRMS
Choose the
right clients
Determine
your point of
difference
STEP 4
Quantify
value +
increase
price
STEP 6
![Page 18: Standing Out: How To Set Yourself Apart From … › bar-resources › practice-management...Standing Out: How To Set Yourself Apart From Other Law Firms PRACTICE MANAGEMENT ADVISORY](https://reader035.vdocuments.site/reader035/viewer/2022070819/5f1877bf81e4e20f8a0b6665/html5/thumbnails/18.jpg)
18
WWW.HICKMANCONSULTINGPARTNERS.COM© 2018 HICKMAN CONSULTING PARTNERS. ALL RIGHTS RESERVED.
Share your learnings:
What has worked best for you?
![Page 19: Standing Out: How To Set Yourself Apart From … › bar-resources › practice-management...Standing Out: How To Set Yourself Apart From Other Law Firms PRACTICE MANAGEMENT ADVISORY](https://reader035.vdocuments.site/reader035/viewer/2022070819/5f1877bf81e4e20f8a0b6665/html5/thumbnails/19.jpg)
19
WWW.HICKMANCONSULTINGPARTNERS.COM© 2018 HICKMAN CONSULTING PARTNERS. ALL RIGHTS RESERVED.
Q&A
HICKMAN CONSULTING PARTNERSMARKETING STRATEGY FOR GROWTH
RESOURCES:
MARY ELLEN HICKMAN, MBA