Complaints abound about the failures of CRM, a.k.a. Client Relationship Management. Some of the popular ones include, “We’re not getting any return on our CRM investment,” or “You mean we actually have to spend attorney time on CRM?” and the ever popular, “We paid all this money for CRM and all we got was an overpriced marketing / mailing list.”
CRM Success is ALL About People
While some of the complaints about CRM may be valid, most of the lamenting neglects one very important consideration: CRM is about more than technology. Actually, it’s more about people and process than technology.
Despite what many lawyers believe – or have been led to believe, business development is not an art. It’s a learnable, repeatable business process. Ultimately, if you simply focus on putting the Clients first and helping them to succeed, it will improve your chances of developing business significantly. Here are a few suggestions for ‘be’-coming a more effective business developer.
1) Be committed.
Make business development a habit. Make it a priority to spend a little time each day learning about the Client’s business and industry and a little time each week focusing on building relationships with current and prospective Clients.