by Robin Dicks | Sep 21, 2015 | Robin's Blog
We’re seeing signs that some firms, and in particular law firms, are moving away from thinking about differentiation as being “lets change our logo and the colours on our website”. A mystery shopping exercise we recently performed across a small set of firms showed that: Two firms had genuinely determined an “offer” which was distinctive and provided something materially different to competing firms One firm talked about undertaking work in a different way, but it appeared “skin deep” as lawyers could not articulate how they did this For one firm, there was a huge gap between what it said it was like, and the experience of a prospective client in dealing with them.There was a gulf between the “verbiage” in brochures and the website, and the reality. It was also a matter of chance as to whether the enquirer was put through to the right person. What do you think your firm would look like to a prospective client? Do you know how your proposition stacks up?...
by Robin Dicks | Aug 22, 2014 | Uncategorized
For most professional services firms, successful growth remains driven by how well aligned marketing, business development and the activities of fee earners are – and, of course, how well they are executed. But it’s not a perfect world: what is there is a gap in the key activities you cover, or people duplicate effort, or the person responsible for the activity doesn’t have the skills (or desire) to do it? Effectiveness declines. Accountability, ability and appetite. Not all is lost if you don’t have all 3, and people can still drive results. But you do need to understand where people are at and how to maximise the impact of what you do. How can you optimise the effectiveness of all the people involved in the marketing and BD effort? Phil Gott, my colleague in the Winning Firm Alliance, and I have created a diagnostic which very inexpensively and quickly identifies how the whole firm, a practice/team, or an individual can really enhance the results from their activity. Contact me if you’d like more information on 44 (0)7940 886677 or at robin @ thrivingcompany.co.uk ...
by Robin Dicks | Jul 16, 2014 | Uncategorized
We recently completed a study titled “Big data – the truth in professional services” as part of our focus on capturing what really drives results (rather than what is “hyped”). We found that big data may now be a cliché BUT effective data management to aid better decision making by a firm, and the provision of better value to clients, is unequivocally important. Also interesting is the sheer variety in approaches being taken by different firms, partly based on very different starting points and objectives. However, any firm that generates high value for the firm and/or clients from its data management efforts performs these 4 “SECT” aspects effectively: Strategic vision, programme management, sponsorship and accountability Effective education and engagement Clearly defined data needs, referenced to clients and the marketplace The right choices about data items, processes and people How does your firm...
by Robin Dicks | Apr 22, 2014 | Uncategorized
Intelligent Insurer magazine recently reported that larger buyers of reinsurance are forming “closer and deeper relationships with their bigger reinsurance partners”.This aligns with some of the messages coming though from a project we are undertaking with a reinsurer currently. It also represents a broader truth that we see coming from that, and many other projects in the professional and financial services sectors that we have run, including for law firms and accountants.Clients are acutely interested in that element of added value that distinguishes one supplier – or partner – from another. Reducing time or complexity in managing different supplier relationships is valued – but provided the chosen key suppliers can demonstrate reliability and this deeper understanding of the client’s aims and how to help them get there.Enabling fee earners and business developers to do this should be considered as a key aspects of a firm’s...
by Robin Dicks | Jan 23, 2014 | Uncategorized
We’re currently working on a really interesting staff engagement and opinion survey for a client. They recognise that, in order for the firm to grow strongly, staff at all levels need to be engaged, to understand the direction of the firm, to be managed well and to be proud of the service they provide clients.Communication about what the firm is aiming to achieve, and its offer to clients is so fundamental to this. It’s a question I’ve asked before (and no doubt I will again). If you’re in marketing, and not engaged in the communication effort to colleagues about these areas – could you be? ...
