In today’s Rainmaking Recommendation, coach and trainer, Jaimie Field talks about the importance of touchpoint, and why they matter even in legal.

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It has been a basic principle of marketing from time immemorial that it takes seven “touches” before someone will respond to your call to action.   It was a concept began by Dr. Jeffrey Lant who is considered one of the godfathers of marketing.

touchpoint can be defined as any way a consumer can interact with a business, whether it be person-to-person, through a website, an app or any form of communication.  When consumers come in contact with these touchpoints it gives them the opportunity to compare their prior perceptions of the business and form an opinion.”

Touchpoints can include (but are not limited to) the following activities:

  • Meeting someone at a networking event
  • Sending a firm newsletter
  • Posting on social media
  • Contacting referral source and prospective clients via telephone or email
  • Advertisements
  • Hosting an event
  • Presenting a seminar or webinar

And the list can go on.

It is any marketing activity that allows you to connect and create rapport with a prospective client. But understanding that unless the person has an immediate need that you can satisfy at that particular moment, it will take a host of
“touches” for you to connect with them.

Marketers in industries, other than legal, will tell you that the number of touches has increased to more than 13 because of the amount of information, advertising, and competition that is now available because of the internet age.  We are being bombarded every day with more and more content.

In the legal industry, there may not be an exact number of touches that it takes for someone to contact you.  It could be one or it could be many.  The reason that there is no definitive number is that, and I have said it many times before, no one wakes up and thinks: “I’ll just hire a lawyer for the hell of it.”

Lawyers solve specific problems.

But that doesn’t mean that you can neglect the “touches”.  Part of business development is positioning you as the authority in your practice area and niche.  This means that you may be out there connecting with someone many multiple times before they (or someone they know) have a need for your services.

So, the law of seven touches in the legal industry becomes one of just making sure that you are in the right place at the right time when someone needs your services.

  • If you are a mid-level associate who would like to become a partner or a partner looking to become a Rainmaker and are interested in individual coaching but would like to take it for a test drive, schedule your FREE Rainmaking Coaching Session
  • If you are a law firm leader and would like to discuss bringing a training program or a Rainmaking Seminar (with Ethics CLEs) in-house please email me.
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Photo of Lindsay Griffiths Lindsay Griffiths

Lindsay Griffiths is the International Lawyers Network’s Executive Director. In this capacity, Ms. Griffiths is responsible for the oversight and management of day-to-day operations of the International Lawyers Network (ILN). She develops strategies and implementation plans to achieve the ILN’s goals, and handles…

Lindsay Griffiths is the International Lawyers Network’s Executive Director. In this capacity, Ms. Griffiths is responsible for the oversight and management of day-to-day operations of the International Lawyers Network (ILN). She develops strategies and implementation plans to achieve the ILN’s goals, and handles recruitment, member retention, and a high level of service to members. She is engaged in the legal industry to stay on top of trends, both in law firms and law firm networks.

In her role as Executive Director, she develops and facilitates relationships among ILN member firm lawyers at 90+ law firms in 67 countries, and seeks opportunities for member firms to build business and relationships, while ensuring member participation in Network events and initiatives. These initiatives include facilitating referrals, the management and execution of the marketing and business development strategy for the Network, which encompasses all communications, push-down efforts, and marketing partnerships, providing support and guidance to the chairs and group leaders for the ILN’s thirteen practice and industry specialty groups, the ILN’s women’s initiative, the ILN’s mentorship program, the management and execution of all ILN conferences, and more.

JD Supra Readers Choice Top Author 2019

During her previous tenure as Director of Global Relationship Management, the ILN has been shortlisted as a Global Law Firm Network of the Year by The Lawyer for 2016 and 2017, and included as a Chambers & Partners Leading Law Firm Network since 2011. She was awarded “Thought Leader of the Year” by the Legal Marketing Association’s New York chapter in 2014 for her substantive contributions to the industry, and was recently included in Clio’s list for “34 People in Legal You Should Follow on Twitter.” She was also chosen for the American Bar Association Journal’s inaugural Web 100‘s Best Law Blogs, where judge Ivy Grey said “This blog is outstanding, thoughtful and useful.” Ms. Griffiths was recently chosen for as a Top Author by JD Supra in their 2019 Readers’ Choice Awards, for the level of engagement and visibility she attained with readers on the topic of marketing & business development. She has been the author of Zen & the Art of Legal Networking since February of 2009.