Dave Lorenzo Law Firm Marketing Expert

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Category: Sales and Lawyers

Why Is It So Easy To Hire You?

Posted by Dave Lorenzo

Every so often I will point out things I think are worth reading for people interested in law firm marketing.  This week I came across a post by Seth Godin on open buying and open selling.  Seth is talking about the ease of getting something and its true value to the end user.  This is a concept that is near and dear to me. If something is easy to get, how much could it be worth?

Let’s say you need to see a heart surgeon.  It’s not an emergency but your doctor has detected an irregular heartbeat.  The doctor doesn’t give you a referral (he doesn’t believe in them).  So you are forced to find a heart surgeon on your own.

You go to the Internet and you call the heart surgeon who comes up on top in a Google search.  You call the office at 9AM and get an appointment for 11AM.  After a FREE consultation, you shake the doctor’s hand and he agrees to operate on you at 1PM.

What do you think?  Is that guy most likely a good doctor or a bad doctor?

I know that sounds ludicrous but that’s what happens with many lawyers.

You can pick up the phone at 9AM, make an appointment for today at 11, go to the office for a FREE consultation and have an attorney retained by 1PM.

And the attorneys who operate this way wonder why they have so many clients who shop around.

It is not easy to hire a good lawyer.  Good lawyers are selective in the clients they accept.  Good lawyers are always busy…too busy to handle same day appointments or walk-ins…too busy to offer FREE consultations.

If you want quality clients you need to have a process in place to select them.  If you want clients to listen to your advice they must perceive it as valuable. Law firm marketing helps influence that perception but commonsense must also have a role.

Clients get what they pay for…and they know it.

Continue Reading Why Is It So Easy To Hire You?

How One Law Firm Created a Culture of Sales Success

Posted by Dave Lorenzo

Have you ever wondered why some firms struggle just to get by during an economic downturn while others flourish?

One of my clients, Phil, was promoted to Managing Director of a medium size firm in South Florida a little more than a year ago.  His firm was heavily into representing condominium associations and real estate transactional work. Phil was the only “business law guy” (his description) in the firm so it was a bit of a shock to the team when the management committee selected him to become the top dog. 

To make matters worse, the firm was decimated by the loss of several senior partners when two former shareholders basically raided the firm and took the “top talent” with them.  Two members of the five member management committee were also calling it quits – one went to work for a client and the other thought he could do better on his own.  The firm seemed destined to be absorbed by another, larger law firm.  Phil’s partners agreed to give him a year to turn the place around or they would also bail out. 

So Phil earned this promotion just over a year ago, and his task was clear:  Shift the focus of the firm from a real estate shop to a business-focused firm as quickly as possible.  (For those of you who have been living under a rock, real estate in South Florida is deader than Elvis).  Phil was left with a core team of associates who had little business transaction experience and a few paralegals who had worked exclusively on real estate management and transaction issues.

Fourteen months later, Phil’s firm has doubled its billings.  At a recent gathering of my clients, I asked him to give a presentation to the group and talk about how he did it.  Here are his Million-Dollar secrets:

Continue Reading How One Law Firm Created a Culture of Sales Success

Remove the Pain for Financial Gain - Wrap Up

Posted by Dave Lorenzo

We just finished up a series on the consultative sales model that many attorneys are using effectively to develop relationships with their clients.

I used the acronym IDAP to help the attorneys I work with remember the different steps of the process. 

This series of articles was designed to serve as an introduction to IDAP.  Here’s what we covered in each article.

Continue Reading Remove the Pain for Financial Gain - Wrap Up

Remove the Pain for Financial Gain - Part 6 - Prescribe

Posted by Dave Lorenzo

This is Part 6 of the series of articles on the sales process for attorneys – Remove the Pain for Financial Gain.

The first five articles in the series are:

Part 1 – Attorneys are really Pain Relief Specialists
Part 2 – The Sales Process for Attorneys – IDAP
Part 3 – Develop a Relationship by Conducting an Interview
Part 4 – Client Diagnose Thyself
Part 5 – Agitate to Create Urgency

As a recap - the IDAP process is a consultative sales system that attorneys use to develop new client relationships.

IDAP is an acronym for:

  • Interview
  • Diagnose
  • Agitate
  • Prescribe

The focus of this article will be the prescription aspect of the IDAP process.

To understand the prescribe portion of the IDAP process we first must examine what happens when a doctor prescribes medication for a patient.

After conducting a thorough examination, a doctor will make a diagnosis and prescribe a medication that will help restore the patient to good physical health.  In the case of a client and an attorney, the attorney has walked the client through the IDAP process to the point where the client needs help.  In fact, by now he should be begging for assistance. 

There are three ways you can tell if you are ready to move into the prescription phase of the IDAP process:

Continue Reading Remove the Pain for Financial Gain - Part 6 - Prescribe

Remove the Pain for Financial Gain - Part 5 - Agitate

Posted by Dave Lorenzo

This is Part 5 of the series of articles on the sales process for attorneys – Remove the Pain for Financial Gain.

The first four articles in the series are:

Part 1 – Attorneys are really Pain Relief Specialists
Part 2 – The Sales Process for Attorneys – IDAP
Part 3 – Develop a Relationship by Conducting an Interview
Part 4 – Client Diagnose Thyself

Just as a refresher, the IDAP process is a consultative sales system that attorneys use to sign up new clients.

IDAP is an acronym for:

    Interview Diagnose Agitate Prescribe

The focus of this article will be the agitation step of the IDAP process. 

Many people misunderstand the agitation step of this process and they interpret it to mean that we want to agitate the client.  They mistakenly believe that we have something to gain by making the client angry or upset.  Nothing could be farther from the truth.  In reality the agitation step helps relieve the agitation a client feels about an issue.

The agitation step is important and it is one of the “special ingredients” in the consultative sales formula.

Here’s why:

Continue Reading Remove the Pain for Financial Gain - Part 5 - Agitate

Remove the Pain for Financial Gain - Part 4 - Diagnosis

Posted by Dave Lorenzo

This is Part 4 of the series of articles on the sales process for attorneys – Remove the Pain for Financial Gain.

The first three articles in the series are:

Part 1 – Attorneys are really Pain Relief Specialists
Part 2 – The Sales Process for Attorneys – IDAP
Part 3 – Develop a Relationship by Conducting an Interview

As we have discussed the sales process for attorneys is summed up by the acronym IDAP which stands for:

    Interview Diagnose Agitate Prescribe

We are now going to discuss the diagnosis phase of the IDAP process. 

If you were to go to a physician with several symptoms of an illness, the physician would first interview you to make certain he understood everything that was going on inside your body. He would also probe into the outside factors that may be contributing to the situation.  He may even order some type of tests to help him delve into the possible unseen causes of the illness. 

In our world we follow similar steps during the interview phase of the IDAP process.  In your interview you should have built up a bond with the client.  You should have also reviewed all of the “symptoms” with the potential client and conducted any of your own “tests” to help narrow down the problem as much as possible.  Your goal in the interview phase is not just to gather information, but to build up a relationship of trust with the client. 

These steps are important – not only for you – but to convince the client that there is actually an advantage to solving this problem urgently.  Many clients believe that they can “ignore” a problem into going away

In either case, your job is to help the client understand and diagnose for himself just how serious the issue is and how he must get to work on it immediately. 

Here’s how we go about doing that:

Continue Reading Remove the Pain for Financial Gain - Part 4 - Diagnosis

Remove the Pain for Financial Gain - Part 3 - The Interview

Posted by Dave Lorenzo

In Part 1 of this series we discussed the attorney’s role as a pain relief expert.  In Part 2 we outlined the process for pain relief – the sales process known as IDAP.  This is an acronym for Interview Diagnose Agitate and Prescribe. 

In Part 3 we will begin to get into the details of the IDAP process by outlining the Interview step. 

Our goal in the interview step of the process is twofold.  First, we want to establish an environment that allows the client to be open and forthcoming without feeling like he is embarrassed or uncomfortable.  Second, we want to understand, in as much detail as possible, the issue that is affecting our potential client. 

A good interview can help us achieve both of these goals. Here’s how.

Continue Reading Remove the Pain for Financial Gain - Part 3 - The Interview

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Your Law Firm Marketing Strategy Has Transformed My Practice

Mark Fried

“Thank you for your contribution not only to my firm but to the legal community. The strategies you have made availabile to me have transformed my practice and my life.

The guidance you have given me has allowed my paralegal and me to provide better service to my clients. This is extremely positive and has increased the referrals from my clients to me.

You are truly the best at enabling me to ‘make more rain’ with your law firm marketing strategy”.

Mark Fried
Mark E. Fried P.A.
Miami, FL

Dave Helps You Achieve Your Attorney Marketing Goals

Leslie Zigel

“Dave Lorenzo is one of those people who know how to tap into an individual’s ultimate career and personal potential and unlock the life force that is necessary to manifest the drive and desire inside of everyone to achieve their full calling.

I highly recommend David’s attorney marketing services if like me, you seek to work to live, instead of living to work.”

Leslie José Zigel, Esq.
Ziglaw
Miami, FL

Your Lawyer Marketing Process Has Revived My Practice

Scott Wagner

Dear Dave,

Rarely do I take the time to write a recommendation or testimonial.

But it is tough not to return the love when someone does the following:

You’ve refuled my fire to practice law.

You’ve made me earn more money.

You’ve made me proud to be an attorney.

You’ve made me a happier person.

You’ve made me a better parent and friend.

Read it again because it is the truth.  It’s also what we all want out of life.  Your lawyer marketing process provides those keys to success and for that I thank you.”

Scott A. Wagner, Esq.
Moore & Company, P.A.
Coral Gables, FL

Marketing for Lawyers: Dave Lorenzo is the Real Thing

Brett Panter

“David V. Lorenzo author and founder of Rainmaker Lawyer, is the “Real Thing.”

David has the Ideas, Concepts and Drive to help a lawyer or law firm grow their business.

He knows what it takes and is willing to help those who want to grow. David is well educated and experienced and a pleasure to work with. David can become a part of the fabric and integrity of your law firm and give you the techniques and methods for marketing for lawyers, that have taken years to learn and perfect.” 

Brett Panter
Sr. Partner, Panter Panter & Sampedro. P.A.
Miami, FL

Dave’s Rainmaker Legal Marketing will Make it Pour

Robert Rogers

“Dave has an excellent understanding of what makes businesses succeed and recognizes the importance of a good work/life balance.

I highly recommend Mr. Lorenzo’s services for any attorney that wants to understand better the wealth potential of their own practice, as well as increase the amount of time doing and living the way that we all want to. When teaching you how to rain make, Dave’s Rainmaker legal marketing will not just help you make the rain fall; he’ll make it pour.”

Robert Rogers, Esq.

Robert Rogers Law Firm, PA
Coral Gables, FL

Law Firm Marketing Plan Charged with Energy

Alicia Santana Torres

“David Lorenzo has successfully transferred the skills he acquired during a brilliant career in business consulting to the legal profession.  The lawyers in the room who had already been coached by David Lorenzo stood out from the crowd for their business vision, practice satisfaction and a solid law firm marketing plan.”

Alicia Santana Torres, Esq.

SANTANA TORRES LAW OFFICES, PL

Lawyers Marketing Their Services are Blessed to Have You

Barry Stein

Dear David:

As you already knew, and as I learned, what separates you from any other such service is the time you spend to learn and understand the attorney’s practice you are working with AND to explore the goals and objectives of the attorneys involved. This two prong approach allows for you to develop a unique plan for lawyers marketing their services.

For those who love the practice of law, it is a real relief to have someone who loves to assist in the promotion of that work. Thanks for deciding to create Rainmaker Lawyer Consulting and as corny as it sounds, I know I am blessed by your having entered my life, both professionally and personally.

Barry A. Stein, Esq.

De Cardenas, Freixas, Stein &  Zachary, P.A.
Miami, FL

Attorneys Marketing Their Law Firms Can’t Go Wrong with Rainmaker Lawyer

Steve Klitzner

“No matter what Dave is charging these days he is worth every penny.  He will help you make a great living and live a great life.

He regularly transforms underperforming law firms into rainmaking powerhouses. 

If you want direct interaction action with a law firm marketing and strategy expert who helps attorneys marketing their practices grow revenue fast, there is only one thing you can do…call Dave Lorenzo right now.”

Steven Klitzner
Miami, FL

The Top Marketing Consultant for Attorneys

Rich Gee

“Dave is THE marketing consultant to attorneys. He works tirelessly to help his clients build value and streamline their practice. I tell many of my clients to spend just a few minutes with Dave and you’ll walk away with a game plan for success. Become his client and you just might transform your firm and your life because he is the top marketing consultant for attorneys.”

Rich Gee
Stamford, CT

Expert In Marketing for Law Firms

Brad Gross

“Dave Lorenzo has helped me build a reliable and consistent revenue stream in my law practice.

As a direct result of Dave’s advice, my practice has increased by over 30%. Right from the start Dave helped me to think differently – focusing on the value I provide to my clients, and pointed out different ways of viewing my practice. We developed marketing systems that help position me in my market niche.

My meetings with Dave are definitely best described as high-level strategic planning sessions that always produce results. Whether you are looking for the next big idea or just need a boost to help you get started – Dave is the guy to call.

Working with Dave is a great experience.  He is an expert at marketing for law firms and I highly recommend him to other attorneys.”

Brad Gross
Ft. Lauderdale, FL

Key Strategic Thought Partner

Barry Conchie

“Dave is an outstanding business executive and key strategic thought partner.

He specializes in disruptive thinking and challenging orthodox approaches and specifically seeks to define a clear value proposition to all work activity. He has great business sense and is able to use very wide knowledge to come up with novel solutions. Dave commands strong loyalty because of his level of commitment and follow-through and he is excellent at maintaining a highly effective network that he leverages for everyones’ benefit.

I am very happy to give Dave my highest recommendation.”

Barry Conchie
Washington, D.C.

David is a Genius

Marc Raymond

“David is a genius — both a scientist and storyteller.

He has that rare blend of both practical and emotional intelligence that successful communications requires.

Not only does he make me think, but he makes me laugh too!”

Marc Raymond
New York, NY