That in today’s WSJ (subscription req.).
Many lawyers can benefit from individual coaching. Firms are starting to see the value of training lawyers on how to build business relationships more effectively. Some firms are waking up to this reality by shifting dollars away from marketing and towards one on one support for individual attorneys.
Marketing is of course important. Law firms need to do things that build their reputation and their visibility in the media. But over time I’ve come to realize that marketing is only the back drop. If the desired end result is to have more clients calling you and referral sources sending you prospects, then writing articles, getting quoted in the press and speaking in public are probably not enough.
Coaching is a great way to bridge the skills gap for many attorneys. I’ve written about this on many occasions including an article I published here in MLW.