June 2010 presentation to LMA Mid-West on What Law Firms Can Do to Differentiate in a Competitive Marketplace.

1. LMA Mid-West “What are you doing to differentiate your law firm in a highly competitive market?” Jayne Navarre

2. [Differentiate] In marketing, differentiation is the process of distinguishing a product or service to make it attractive to a target audience. In short: differentiation helps us choose.

3. Differentiation helps us choose Pink or Blue? Grey or Gray?

4. Price. Location. Style.

5. We have deep experience and knowledge in [-fill in the blank]. We aren’t afraid to take a case to court…we’re trial lawyers. We have global presence. We know the local economy. We’re a one-stop shop for small businesses and entrepreneurs. We know the law in -fill in the blank-] state. We are the oldest law firm in -fill in the blank-] state. How Law firms differentiate themselves: We get results. We partner with our clients. We truly are a team. We really care about our clients and learn their industry. We’ve routinely handle corporate acquisitions for Fortune 100 companies. We’re less expensive than larger or big name law firms. We’re so large; there isn’t a -fill in the blank]- type of case we haven’t handled.

6. Why prospects choose: They know the attorney. They met the attorney at a fundraiser. Their father and grandfather used the attorney. Someone recommended the attorney. They went to college or law school with the attorney. The law firm offices are convenient to their office or home. #1 Reason: They “Friended” me on Facebook!

7. Bigger, smarter, more experienced.

8. The “meaningful” dilemma Prospects NEED meaningful differentiation..BUT 100’s of clients, dozens of prospects Nearly impossible to align what’s meaningful to one client is irrelevant to another We’re a full service law firm…where do I start?

9. Basic category benefits Stop focusing on differentiation Start focusing on those things which ALL clients expect from their law firms Deliver them consistently Out perform the competition The rest will follow Word of mouth marketing is powerful

10. Coffee Shops | Basic Category Benefits A building Coffee Cups Sugar, cream, stirrers Open early AM A convenient location A server or cashier A place to sit, maybe a table Trash can Pastries or sweets Plates, napkins Newspapers A restroom

11. Starbucks Convenient location Premium coffee choices Consistent and reliable hours, service, and product Clean, attractive cups with designs and poems Inviting surroundings. Soft seating, work tables Friendly Baristas Fresh pastry Wi-Fi Ambient music, free downloads 2000 other items, gifts Newspapers (local/national) Local flavor (art, charities) Status brand

12. Law Firms | Basic Category Benefits Effective counsel by licensed professionals Confidentiality Ethical standards Physical Offices Meetings Communications telephone calls emails Bills Documents Court appearances Modern and secure technology Educational seminars, articles, etc. [Tickets to THE game]

13. Top Ten Client Complaints #10 Not understanding my industry/business #9 The surprise bill #8 Inaccessibility; the age of Blackberries #7 Over-lawyering #6 Missed deadlines #5 Not discussing strategy and recommendations #4 Not informing the client who they can call when responsible attorney is away #3 Not keeping client informed #2-A Invoices for time or work not previously discussed with the client or delivered late #2-B Not returning phone calls #1B Not giving me 50 yard line seats for the big game (just kidding)

14. Misalignment

15. Core Values | Category Benefits Clients are the most important part of our day Effective counsel Team work is essential to our clients’ success Meetings, Documents, Court Appearances, Technology, Our strength comes from our people Ethical, Effective counsel, Meetings, Communications, Education Our clients will be safe in our hands Ethical, Confidentiality, Bills, Documents, Court appearances, Technology Ease of experience helps our clients succeed Meetings, Documents, Bills, Communications, Technology

16. Core value #1Clients are the most important part of our day Hi, Jayne, welcome back. We have some recommendations for you… The power of a client dossier Mr. Tony Hsieh (pronounced “Shay”) E-commerce, retail, shoes, fashion Fast Company, Women’s Wear Daily, Biking mags Prefers tea, black, no sugar Very busy man, 5 min or less wait time Give access code to wireless network Belongs to the athletic club and knows…attorneys X, Y, and Z.

17. Core value #2Teamwork is essential to client success The engagement letter (off the clock) Face to face discussion of expectations Communication preferences Introduce them to the team-in person - Folio Include a neutral third party for routine feedback Show them a sample bill Offer customization Above and beyond – not just attorneys: EVERYONE.

18. Core Value #3Our strength comes from our people Basic business skills Active listening skills When giving advice When taking instructions That’s not my job Training, training, training…

19. Core Value #4 Our clients will be safe in our hands No surprises, please Confidentiality is not just a policy – it’s a way of life. Digital communications and documents Social media and networking Deploying resources

20. Core Value #6Ease of experience Logistics Do you make life easier? Or harder? Reports Both formal and informal with consistency Email subject lines Copies Is it easy to work with your firm? Hi, Jayne, welcome back. Don’t forget, you have 3 items in your shopping cart. There’s always free shipping for loyal customers like you!

21. Be Obsessive about your core values. Top to bottom, everyone must believe that the firms’ clients deserve great representation and service that supports it It must be an unrelenting desire

22. Differentiation Differentiation isn’t about a clever tag line; its about being great. A weak performance is over looked when it’s surrounded by lots of great ones. Embed a culture that delivers on the basic category benefits (SERVICE) and your brand will take care of itself. Word of mouth marketing becomes your marketing plan. Don’t let your clients will market you out of job !

23. THANK YOU!!! LMA Mid-West Please join me on: www.linkedin.com/in/jaynenavarre www.twitter.com/jaynenavarre www.facebook.com/jayne-navarre www.virtualmarketingofficer.com jln@lawgravity.com