Dezurve lets you provide business development education to all your lawyers at negligible cost ($10 per lawyer). And it begins the self-selection process by giving everyone the opportunity to demonstrate how serious they are about developing BD skills. Let the cream rise to the top.
Unless your firm is an outlier, your tiny Education investment will probably result in 80% or more of your lawyers revealing that they’re not that serious about learning BD skills. Instead of wasting money trying to train and coach them, you can direct your limited money and time to those who earned it, and deserve it.
Dezurve is a curated library of business development materials (articles, white papers, blog posts, podcasts) with unlimited access for everyone. Broad array of marketing, sales, and client retention topics from diverse perspectives, continuously expanded and refreshed with contributions from the most respected consultants in the legal industry. (You can add your firm’s content, too. It’s viewable only by your firm’s lawyers.)
There's no reason to try to predict who your best investments are. It's much simpler and more reliable to give everyone an equal opportunity to earn BD training investment, then observe who demonstrates their seriousness of purpose and who doesn't. Invest only in those who do.
Each library item includes a short quiz, which arrives after the content has been accessed. The lawyer has no deadline to complete it. There's no electronic or human nagging. The idea is not to coerce action but to measure those who progress without external pressure because it's important to them.
There’s not much you can do about this. Whether your firm has internal BD coaches, or you rent outside ones, your training and coaching bandwidth is limited. There will never be enough money and time.
Dezurve limits your risk and expense. After a negligible per-lawyer fee for Step One, you only invest further in those who perform, and you only buy the additional training and coaching that they’re actually using, as they use it.
This is the tough one. Firms have tried all manner of ways to select who they'll invest in, yet a discouraging percentage of those selected waste the training and coaching. Too many didn’t deserve the training and coaching investment you made.
The problem can produce a demoralizing demarcation of “haves” and “have-nots,” “ins” and “outs,” where the latter feel the firm doesn’t see them as investment-worthy, or they perceive favoritism.
Let your firm’s lawyers solve this for you. Make it easy for their actions to demonstrate that they deserve further investment.
Give everyone an equal opportunity at inexpensive Education, then observe who’s serious and who isn’t. Invest your Training and Coaching dollars in those who are.