Only 20% of lawyers are natural born marketers, according to Dr. Larry Richard, a Director of Hildebrandt International, in Somerset, N.J. He found that an additional 55% of lawyers can learn to be rainmakers. “They will makre efforts to do marketing; so your goal should be to reduce their discomforts,” he said. The remaining 25% are hopeless at marketing and should be ignored. “The trick is to figure out who they are and not to waste time on them,” he said.
“Personality is a key factor in business development,” Richard emphasized. Lawyers are very different from general population in 6 of 18 traits – and no other profession has more than 2 deviations. For example, 2/3 of lawyers are introverts, but in contrast, ¾ of the general population in the U.S. are extroverts. In analyzing lawyer personalities, Richard employs the Caliper Profile, which has been used for more than 40 years to measure personality traits.
Further, lawyers differ dramatically from marketers. Lawyers are analytical, detached, introverted and reflective. Marketers, in contrast, are creative, enthusiastic, extroverted and interactive. “The good news for marketing is that lawyers are a quick study—you don’t have to do a lot to teach them,” he said at the Marketing Partner Forum in Florida.
The six traits that distinguish lawyers are...
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