January 2001
by Edward Poll, J.D., M.B.A., CMC
Someone asked me recently how his firm could improve its marketing efforts. While there are many good marketing resources and books, including my own "Secrets of the Business of Law®: Successful Practices for Increasing Your Profits," there is a new phenomenon on the law firm marketing scene that presents a less scattershot approach and that can be tailored to a lawyer's particular practice: the personal coach.
Coaching is a form of consulting that helps professionals set and reach their business goals. Lawyers are retaining coaches in increasing numbers. In the old days, such advice generally was given by a more experienced lawyer within the firm and was referred to as "mentoring." Today, there is little mentoring because of the heavy emphasis on billable time. And the rise of the professional marketing consultant has provided firms with someone who can be better at business development mentoring than even the best rainmaker. Which is where coaching comes in.
How does coaching work? While the first session might be in a group setting, coaching is usually performed on an individual basis, one-on-one. This is the most effective approach because the attorney can be very candid with his or her concerns, fears and challenges. After an initial session that includes discussion of various business development options and how to succeed in using them, each coaching session is usually done over the phone and lasts no more than 15 to 30 minutes. A weekly frequency keeps the attorney on track with adjustments as needed. Of course, the coach is also available at other times if the need is felt by the attorney-client.
The subject matter of coaching can be limited or broad, depending on the needs of the attorney and the skill and experience of the coach. Today, attorneys seem to be most interested in addressing business development (increased revenue), human relations (staff stability, workload and compensation) and stress (how to deal with "difficult" clients and leading a "balanced" life) issues. These subjects are important to all lawyers, new as well as experienced lawyers, associates as well as partners.
And the results speak for themselves. One of my coaching clients was going to terminate a staff person, but after discussing the issue with me, decided to utilize the staffer in a different and more effective way. Where's the marketing angle here? By reorienting both the work and the attitude of the staff person, the work he produced thereafter was of a higher quality and the interaction with the lawyer more effective. The clients of the firm received better effort from all involved.
Another coaching client had an issue with their client who did not want to pay for services rendered. The lawyer had achieved an outstanding result and had even reduced his fee, but his client failed to appreciate the value of his service. I suggested that the lawyer prepare a letter that outlined the case, the settlement and his advice. I further suggested that the letter conclude with the statement that the proceeds of settlement were now available for immediate distribution when the client approved and signed the "settlement sheet." We wanted the client's signature authorizing both payment to him and to the attorney for the attorney's fee. Because of this proactive approach, the attorney reported that he was able to deal effectively with his client and earned an additional $85,000 as a result of the advice. This coaching session was brief, but its value to the attorney was huge, even more important than just the added revenue. Because of my background as a practicing lawyer, I was able to recommend language that forestalled the filing of a complaint by the client.
Top athletes in every sport have personal coaches. Successful business executives and professionals have coaches. Why shouldn't lawyers also have coaches? Like the shoemaker whose children go without shoes, lawyers frequently don't take care of their own needs. Having a coach helps you focus your energies on those tasks that will continue to increase revenues. The coach is someone who not only gives you advice on how to achieve your goals, but to whom you are accountable and to whom you make a commitment to perform the tasks you agree are necessary.
When you are accountable and committed to yourself, it is much easier to achieve your goals with someone on your side and available to you for immediate consultation. You become more focused and produce more results and more success. You develop new skills, and these skills translate into more success. You gain more control over your practice, your business, your life.
