Your firm has invested a lot of time and money in your laterals because they have expertise to offer that enhances your firm’s capabilities. So how are you getting the message out to your firm’s audience – and most importantly, to your clients?
Messaging isn’t just about introducing laterals to your clients. As Erika Steinberg, Founder of CMO2Go notes, “…it’s also about why this is going to benefit your clients. Because any opportunity to get in front of clients to chat or catch up with them, share information, and ask what’s going on with them is gold.”
When laterals are onboarded, it’s critical to create messaging about them for specific audiences including:
- The firm’s internal and external audiences, and most importantly –
- Direct messaging for the firm’s clients that everyone at the firm can use.
Once that messaging is set, it’s important to put it in writing – and ensure that everyone in the firm is using it strategically.
As Elizabeth Kennedy, Founder of New Edge BD and law firm business development expert says, “You’re not going to be able to do [this kind of messaging] for every single client, but you can certainly do it for your most strategic clients. Once you have it set for a strategic client, it’s easy for others to pick up that thread of discussion and share it with other clients, also with that same issue.”
You’ve taken a huge step by investing in your laterals. So don’t waste the opportunity – make sure to share the why strategically with everyone who needs to know about it! Check out our full article about Cracking the Lateral Integration Code for more.