I was talking to a firm leader last week about an issue he was facing. As we talked it became apparent that he didn’t trust his staff. A big red flag. He is doing as much marketing for his firm as possible and there are certainly no shortage of leads coming in the door. But the conversion rate is terrible. This speaks to the people and their attitude. You can do all the great marketing you want, but if you don’t have the right people on your team, most of it will be a waste of time and money.
In case you haven’t read “Good to Great”, by Jim Collins, I suggest you do. It is one of my main take-a-ways from the book. He puts it like, “get the right people on the bus before you decide where to go, the right people will go anywhere with you.” As law firms have long grappled with going through a planning process and then once into implementation get stalled. It’s because they don’t have the right people. When you do have the right people, there won’t be any pushing or pulling. Your people will want to be a part of this new direction. They will even be excited about it. If you are growing your firm, I highly advise before you up your marketing efforts, to make sure you’ve got the right people on your team. It will save you an immense amount of stress further down the road.