Lawyer Business Advantage Alay Yajnik

In this episode, Alay and Gary discuss: 



Why you should be the CPO of your firm – the Chief Pain Officer.

Understanding the potential client’s goal and expectations. 

Consulting with confidence and having a great intake system. 





Key Takeaways: 



Getting to the pain point of the client will help to better identify how to best serve the client. 

Ask how the pain is impacting the potential client. They need to identify and make the pain real to them for them to want to take the next step. 

You want the potential client to have objections – that means they are considering it and want to work with you. 

Walk your client through the fee agreement. Address their objections. Then have them sign. 



 

Tweetable Moments:



* “The expectation is to learn about the other person and to figure out what the pain is that that person has.” —  Gary Johnson

* “One question you could ask…is ‘How does that impact you?’” —  Alay Yajnik

* “Anytime that you can get somebody to verbalize it, it becomes real to them…If the pain is not strong enough, they’re not going to make a decision.” —  Gary Johnson

* “Before the fee agreement, you need to make sure that you align their pain with the gain that you will give them.” —  Gary Johnson



 

About Gary Johnson:

Imagine getting 5X more referrals whether you are an introvert or extrovert…it doesn’t matter.  At J2 Marketing, we coach attorneys on how to build a robust book of business with ideal clients.  There is a lot of confusion in marketing a legal practice…we take the confusion out,  to save attorneys time and money with the most profitable strategies that are tailored to their strengths…instead of to someone else’s.

 

Connect with Gary Johnson: 

Website: https://linkedinforlawyers.net/ 

Website: j2marketingconsultants.com

Email: garyj@j2marketingconsultants.com 

LinkedIn: linkedin.com/in/j2marketingconsultants

Twitter: twitter.com/j2consultants

 

Connect with Alay Yajnik: 

Podcast: http://lawyerbusinessadvantage.com/ 

One Page Strategic Plan: LawFirmSuccessGroup.com

Email: Alay@YajnikGroup.com

LinkedIn: linkedin.com/in/alayyajnik

In this episode, Alay and Gary discuss: 



Perception of leadership and authority. 

Building relationships for purposes other than growing your business. 

Leveraging your role as a parent for business development.

Referring business between other lawyers, including your competition. 



 

Key Takeaways: 



You’re not pushing your business card on everyone you meet. Talk about what you do and its value for your clients – that is where the power is. 

Focus on serving, not selling. As you serve those in your community, it is not manipulation to talk about what you do and how you serve others. 

When speaking, give the audience specific takeaways. It will make what you say memorable and show value to your audience. 

You don’t have to be everything to everyone to be a trusted individual in your field. Referring those who aren’t the right fit for you to others will help to build those connections and relationships. 



 

Tweetable Moments:



* “As a leader, you should be a servant. You should be doing servant leadership. You should be helping other people out.” —  Gary Johnson

* “[When volunteering] do not make the mistake of just showing up and doing your work…then you’re out of there. Connect with the other parents that you’re working with.” —  Alay Yajnik 

* “Connection is the most important thing that you can do with people.” —  Gary Johnson

* “Talk about why you became an attorney, talk about your journey as an attorney in your early experiences, and some of the most emotional cases that you’ve handled, and see what happens to that room. There is a reason why there are so many movies, books, and TV shows about the law. It is dramatic, it is interesting, it is powerful, and it is meaningful.” —  Alay Yajnik



  

Episode References: 



ProVisors: https://provisors.com/ 



 

About Gary Johnson:

Imagine getting 5X more referrals whether you are an introvert or extrovert…it doesn’t matter.  At J2 Marketing, we coach attorneys on how to build a robust book of business with ideal clients.  There is a lot of confusion in marketing a legal practice…we take the confusion out,  to save attorneys time and money with the most profitable strategies that are tailored to their strengths…instead of to someone else’s.

 

Connect with Gary Johnson: 

Website: https://linkedinforlawyers.net/ 

Website: j2marketingconsultants.com

Email: garyj@j2marketingconsultants.com 

LinkedIn: linkedin.com/in/j2marketingconsultants

Twitter: twitter.com/j2consultants



Connect with Alay Yajnik: 

Podcast: http://lawyerbusinessadvantage.com/ 

One Page Strategic Plan: LawFirmSuccessGroup.com

Email: Alay@YajnikGroup.com

LinkedIn: linkedin.com/in/alayyajnik

In this episode, Alay and Gary discuss: 



Why what works for the rainmaker doesn’t necessarily work for each attorney. 

Different ways of tackling business development that fit your strengths. 

Building a business development strategy for your law firm.   





Key Takeaways: 



The rainmaker’s strengths may not be your strengths – your business development should play to your strengths. 

Introverts can be the best networkers because they are better at active listening. 

Curiosity connects people. The more curious you are about others, the more they feel seen, heard, and connected to you. 

Lean into your passions when you’re doing business development. People connect with those who do what they love. 



 

Tweetable Moments:



* “The good and bad part about business development and marketing is that there’s not one size that fits all.” —  Gary Johnson

* “An active listener is controlling the conversation the entire way. And they’re listening to the stuff that somebody says, and they are also reacting to it as well appropriately.” —  Gary Johnson

* “Curiosity will win the day. If you’re really curious, you’ll ask more questions. You won’t make it about you, you’ll make it about everyone else.” —  Gary Johnson

* “When you have stuff that you can offer for business development, whether it’s through writing, through LinkedIn, or through speaking, establishing your thought leadership and using your thought leadership to build a book of business is really, really fun. Because at that point you’re just teaching and you’re talking about stuff that you already geek out on.” —  Alay Yajnik



  

About Gary Johnson:

Imagine getting 5X more referrals whether you are an introvert or extrovert…it doesn’t matter.  At J2 Marketing, we coach attorneys on how to build a robust book of business with ideal clients.  There is a lot of confusion in marketing a legal practice…we take the confusion out,  to save attorneys time and money with the most profitable strategies that are tailored to their strengths…instead of to someone else’s.

 

Connect with Gary Johnson: 

Website: https://linkedinforlawyers.net/ 

Website: j2marketingconsultants.com

Email: garyj@j2marketingconsultants.com 

LinkedIn: linkedin.com/in/j2marketingconsultants

Twitter: twitter.com/j2consultants

 

Connect with Alay Yajnik: 

Podcast: http://lawyerbusinessadvantage.com/ 

One Page Strategic Plan: LawFirmSuccessGroup.com

Email: Alay@YajnikGroup.com

LinkedIn: linkedin.com/in/alayyajnik

In this episode, Alay and Richard discuss: 



Issues Richard saw with recruiters and how he’s made the change for his firm. 

Building a recruiting firm with the individual law firm in mind. 

How smaller firms can compete with larger firms when hiring an attorney. 

Richard’s best-selling book, Win the Talent Game:  A Guide to Lateral Hiring for Law Firms and Lawyers.





Key Takeaways: 



The majority of legal recruiting is done on a contingency basis. 

Small firms do have advantages that large firms don’t have – play on those such as your culture, the influence of each attorney, camaraderie, autonomy, and more. 

Legal recruiters work as brokers who should be serving both sides of the transaction. 



 

Tweetable Moments:



* “The way our business model works, we really are a partner, we really are an extension of what of what they’re doing, and they are paying for that. But that’s what that’s why it works.” —  Richard Brock

* “There are definite competitive advantages that smaller firms have. Don’t beat your head against a wall because you can’t compete as much on compensation, instead, emphasize where you do have advantages.” —  Richard Brock

* “We have to serve both the law firms – they are our clients, but we also have to serve the talent, the candidates, because that’s really our product.” —  Richard Brock



  

About Richard Brock:

Richard Brock is an Amazon Bestselling author, an experienced legal search consultant, entrepreneur, law firm advisor, attorney career coach, and former practicing lawyer. He has founded several businesses in the legal industry, including 2 legal search firms. He has worked with dozens of law firms and corporate legal departments and hundreds of attorneys across the country. Brock’s companies have received numerous awards for growth and success, including the Inc. 500 and Inc. 5000 awards for fastest-growing companies in America.

 

Connect with Richard Brock: 

Website: https://onboardlegal.com/ 

Book: Win the Talent Game:  A Guide to Lateral Hiring for Law Firms and Lawyers – https://richardbrock.com/ 

LinkedIn: https://www.linkedin.com/in/richard-brock-062ba7/ 

LinkedIn: https://www.linkedin.com/company/onboard-legal/ 



Connect with Alay Yajnik: 

Podcast: http://lawyerbusinessadvantage.com/ 

One Page Strategic Plan: LawFirmSuccessGroup.com

Email: Alay@YajnikGroup.com

LinkedIn: linkedin.com/in/alayyajnik

In this episode, Alay and Janet discuss: 



Leveraging conferences as in-person events begin their return. 

Preparation before a conference. 

Scheduling meetings with other conference attendees or speakers. 

Standing out before, during, and after the event.   



 

Key Takeaways: 



Be proactive in your preparation and attendance at events and in the follow-up. 

Understand why you are attending the conference before you go and know what you want to accomplish while you’re there. 

Law firm growth happens outside your comfort zone. People are at conferences to connect – so take advantage and connect. 

Utilize your assistant or hire a virtual assistant to manage the business cards you are getting and follow up with them to ensure you don’t lose contact with those you meet.





Tweetable Moments:



* “Attorneys have to be prepared to make the most of these very expensive events. You’re spending billable time outside of the office, you may be traveling, you may be incurring hotel and meal expenses, you have to prepare in advance so that you can really monetize for future reference your activity at this conference.” —  Janet Falk

* “You want to meet people with whom you have a shared interest or with whom you have an aligned interest.” —  Janet Falk

* “It’s not always about finding clients or finding prospective clients. A lot of times, it’s about finding people you want to connect with from a networking perspective. Oftentimes, an attorney’s best referral source is their competition.” —  Alay Yajnik

* “Plant the seed by contacting those that you think would be interesting and valuable to you and your practice or to whom you might also be helpful. And then make sure that they know how they can get in touch with you and see if you can get their cell phone number.” —  Janet Falk

* “If you are waiting days or weeks to follow up with people after a conference, that is way too long.” —  Alay Yajnik



  

About Janet Falk:

Janet Falk, Ph.D., is a Communications professional with more than 30 years of experience in-house, as a consultant and at public relations agencies. As Chief Strategist at Falk Communications and Research (www.JanetLFalk.com), she advises attorneys at small law firms and with a solo practice on Media Relations and Marketing Communications to: attract new clients, remain top of mind with prior clients, keep in touch with referral sources, help recruit associates, generate a news story about litigation that puts pressure on opposing counsel and achieve business goals. Janet leads workshops on these topics and advises on media relations, website, LinkedIn profile, articles in non-legal industry trade publications and client newsletters, among other areas. She has published articles on Media Relations and Marketing in The New York Law Journal, The New Jersey Law Journal and Marketing the Law Firm and is a frequent speaker on webinars and podcasts about Public Relations, Networking and Legal Marketing. 

 

Connect with Janet Falk: 

Website: https://janetlfalk.com/ 

LinkedIn: https://www.linkedin.com/in/janetlfalk 

Facebook: https://www.facebook.com/falkcomms/ 

Twitter: https://twitter.com/JanetLFalk 

 

Connect with Alay Yajnik: 

Podcast: http://lawyerbusinessadvantage.com/ 

One Page Strategic Plan: a href="https://www.

In this episode, Alay and Steve discuss: 



Harvesting low-hanging fruit to build your business. 

Overcoming the fears of rejection and damaging relationships. 

Balancing building relationships and billing hours. 

Helpful language for asking for the referral. 



 

Key Takeaways: 



What are you doing to deepen your relationships that make it easier for people to give you introductions when you ask? 

Be more specific than just “keep your eyes open if anything comes up” when asking for referrals. Learn how to coach your clients and networking partners through what you’re looking for and you’ll be amazed at how well it works. 

You only have a certain number of client relationships – make sure you are prepared to make the ask when the time is right and don’t miss the opportunity to capture the easy business opportunities. 



 

Tweetable Moments:



* “You have to have a little bit of courage to trust in your code or trust in a process and try it out. And when it works, then of course, that’s the promised land.” —  Steve Fretzin

* “If you’ve got that awesome relationship, it’s just super easy and supernatural to make that ask.” —  Alay Yajnik

* “They didn’t make the ask, they didn’t have an approach, that train has left the station, they may not get another chance for a year if that. And it’s a huge misstep in the business development lifecycle. Because that’s where the easy business is, all the other business is going to be harder than that.” —  Steve Fretzin



  

About Steve Fretzin:

Driven, focused, and passionate about helping attorneys to reach their full potential, Steve Fretzin is regarded as the premier coach, skills trainer, and keynote speaker on business development for attorneys.

Over the past 17 years, Steve Fretzin has devoted his career to helping lawyers master the art of business development to achieve their business goals and the peace of mind that comes with developing a successful law practice.

In addition to writing four books on legal marketing and business development, Steve has a highly-rated podcast BE THAT LAWYER and has been featured in the Chicago Tribune, Crain’s, and Entrepreneur.com. He has appeared on NBC News, WGN Radio and has written articles for Attorney at Law Magazine, the National Law Review, the American Bar Association, and the Illinois State Bar Association. You can also find his monthly column in the Chicago Daily Law Bulletin.

 

Connect with Steve Fretzin: 

Website: https://fretzin.com/ 

Email: steve@fretzin.com 

Podcast: https://fretzin.com/podcast/ 

LinkedIn: https://www.linkedin.com/in/stevefretzin/ 

Books: https://fretzin.com/about/books/ 

YouTube: https://www.youtube.com/user/SalesResultsInc 



Connect with Alay Yajnik: 

Podcast: http://lawyerbusinessadvantage.com/ 

One Page Strategic Plan: LawFirmSuccessGroup.com

Email: Alay@YajnikGroup.com

LinkedIn: linkedin.com/in/alayyajnik