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PM Forum - Birmingham
Legal directories - the inside track
Pippa Greze, former editor of Chambers UK and now a full time directories consultant, shared her experience and insight to marketers at the Midlands PM Forum event in June.
Pippa outlined the benefits that the directories can bring:
A good source of pitch material.
A unique opportunity to audit the activities of the whole firm.
A useful recruitment tool to retain existing talent and to spot lateral hires.
If you have had the "pleasure" of managing your firm's submissions, these benefits are rarely at the forefront of any partner's mind as directories deadlines approach.
When the directories are published in late October, there is generally a rush of partner enthusiasm to explore and explain why rankings have been secured, improved or retained. Where rankings have deteriorated, many marketers will be familiar with the blame-shift that this is actually a marketing problem to fix rather than a fee earner challenge to tackle.
So, how did Pippa suggest that marketers could survive and excel in the directories process?
Pippa's top tips included:
Focus on at least five but no more than ten matters that demonstrate an international perspective, a new piece of law or an innovative approach.
Choose and manage your client referees wisely
- Have they worked with your firm over the last 12 months?
- Can you include a new client? A retained client? A new panel appointment?
- Always include 10 client referees. As only 1 out of 3 client calls will be returned, both quality and quantity count.
- Ensure partners call each referee to get their permission upfront. It is bad manners not to and won't put your referees in a positive frame of mind.
- Always get your client referees in on time even if the rest of the submission will be late. Referees will only be called once and you need to make sure your firm's name is mentioned when that call is made.
Keep the submission to under 10 pages. Is it focused, relevant and easy to read? Use bold and highlighted text and make sure yours stand out for all the right reasons.
Only submit for those areas that you have a strong chance of being ranked for. So, check out the competition in the tiers above you. Can you really demonstrate a similar depth of experience? If not, don't submit. A half-hearted submission wastes everyone's time.
And finally remember that your submissions are like any sales pitch - with deadlines, a defined timetable and a prescribed format. Approach them with the same rigour and professionalism that you would a BD opportunity and you will stand a better chance of everyone taking them seriously.
Vikki Whittemore
Wright Hassall LLP
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