Leadership Exchange - December 2012/January 2013 - (Page 20)

MARKETING GNITEKRAM PEOPLE ARE WATCHING: HOW YOUR PERSONAL BRAND CAN AFFECT YOUR SUCCESS Jonathan R. Fitzgarrald Chief Marketing Officer Greenberg Glusker 310-785-6864 acquaintance, Richard, the head of a prominent banking institution. and wondered whether he could stop by to catch up. He had finished up a meeting with another contact in my building meeting between Richard and one of my contacts, Larry, who had a successful film financing practice. Operating in the same business ry to make a great, first impression with a prospective client. For close to a year, I had been in the process of setting up a While sitting in my office one afternoon, I received a call from an you’ve done a disservice to yourself and your firm. note of the following branding builders. sum total of you--your appearance, experience, actions, and relationships. Ensure that your brand is aligned with your firm’s by taking Appearance. Your appearance needs to visually convey what you know intellectually, which some may consider to be their pedigree. Some attorneys think that as soon as they are able to engage a prospect in conversation, they can affectively convey their expertise and hung up on your look. ple and concise. win them over. But this may be difficult to achieve if the prospect is Message. Distill your knowledge and expertise into a single mesWhether you realize it or not, you have a personal brand. It is the circles, the two of them knew of each other, but had never met. Unand trust each other, I thought this was the ideal opportunity for Larif he could join us for the meeting. He was eager for the opportunity. quired if he had a suit at the office he could change into. He did. than 10 years earlier when he was 20 pounds lighter. Since it was a Friday and I figured Larry was dressed casually, I inroom. A few minutes later when Larry joined us, I could not believe I met Richard in the lobby and escorted him to a conference derstanding that business results from professionals who know, like, As soon as I hung up the phone with Richard, I called Larry to see sage. How can you add value to the prospect’s business? Keep it simall this talk of looking your best and speaking effectively shouldn’t you meet yours. my eyes. Larry was in a suit, but one that had been fashioned more conversation in hopes of redeeming his image. Unfortunately, their conversation was flat, consisting mostly of superficial chit chat that didn’t evolve to a level that encouraged business. tion with Larry--would not likely motivate him to employ the firm. pertise, personality, etc. Larry’s behavior in the meeting not only impacted his reputation, Having missed the opportunity to make a positive first impresdeal, nor will it nurture an ongoing relationship with a client. Second, render you lifeless. Infuse your business with your personality. And, third, listen more and speak less. Be more concerned about helping them meet their business objectives than how they are going to help doesn’t mean they are happy. Perhaps they are unhappy but have yet to find your replacement. Put effort into the maintenance of the out, a call to check-in, or forwarding an industry article that could er professionals within your firm. relationship. Periodically spend non-billable time with them--lunch Brand management. Regularly monitor the strength of your Client service. Just because a client continues to employ you Be relatable. First, your showmanship isn’t going to seal the sion (at least visually), I was anxious for Larry to engage Richard in but also that of his firm. Richard’s impression of the firm--his interacnot law firms. This suggests that clients hire attorneys based on With the business landscape more competitive than ever, their individual traits--charisma, character, track record, area of exprofessionals need to step up their game. Lawyers and legal administrators should know that they are ambassadors of their firms. If you look dated or unkempt and you’re unprepared to talk business, For years it’s been generally accepted that clients hire lawyers add value to their business. Remember, your clients may include othpersonal brand by soliciting feedback from clients, referral sources, peers, and support staff. It is best done person to person. Avoid only need to know. derstood branding before the term existed. He knew that without Greater Los Angeles Leadership Exchange World-renowned businessman and stylist, Vidal Sassoon, unusing surveys as they may fail to capture the essence of what you 20

Table of Contents for the Digital Edition of Leadership Exchange - December 2012/January 2013

Leadership Exchange - December 2012/January 2013
President’s Message
VOTY Nominations
Editor’s Message
Monthly Calendars
2012/2013 Event Calendar
ALA Webinars
Community Connection Program
Chapter Meeting
New Members & Member Updates
Member Spotlight
Thoughts on Sustainable Investing and Socially Responsible Investing
ALA Management Encyclopedia
ALA VIP Event Recap
People Are Watching: How Your Personal Brand Can Affect Your Success
Legal Market Place
CLM Corner
Chapter Meeting Recap
Cloud Series Part 2: The Pros and Cons of Moving to the Cloud
Region 5 & 6 Conference
GLA ALA and the OC ALA Chapters Mickey Mouse Around After Conference
Members in Transition
October Seminar Recap
Coach’s Corner
CLM Crossword Puzzle Answers
Diversity Upfront
Chapter Meeting
Board of Directors
GLA ALA Board Update
Region 6 Officers
Holiday Luncheon Recap
Business Partner Spotlight
Membership Connection Campaign
Section Reports
Annual Employment Law Forum
Business Partner Spotlight

Leadership Exchange - December 2012/January 2013