Dezurve: Equal Opportunity, Equal Responsibility
Dezurve lets you provide business development education to all your lawyers at negligible cost ($15 per lawyer, per year). 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 serious money trying to train and coach the unwilling or uninterested, you can direct your limited money and time to those who earned it, and deserve it.
What, exactly, is Dezurve?
Dezurve is a curated library of business development content (articles, white papers, blog posts) with unlimited access for everyone. The broad array of marketing, sales, and client retention topics is from diverse perspectives, and is continuously expanded and refreshed with contributions from the most respected consultants in the legal industry. (You can add your firm’s content, too.)
Invest in training and coaching only those lawyers who demonstrate that they're serious about learning business development skills.
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 and coaching, then observe who demonstrates their seriousness of purpose and who doesn't. Invest only in those who do.
A comprehensive library of training materials.
Each library item includes a short quiz. 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.
THE TRAINING/COACHING ALLOCATION PROBLEM
In this era, all firms recognize the need to have more lawyers bringing in business, but when it comes to biz dev training, most firms struggle with four problems:
firms can’t afford to provide it to all their lawyers
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.
MANY TRAINING PROGRAMS REQUIRE A LARGE FINANCIAL COMMITMENT UP FRONT
Dezurve limits your risk and expense. After a negligible per-lawyer fee for Stage One, you only invest further in those who perform, and you , as they use it.
THERE’S NO RELIABLE WAY TO PREDICT WHICH LAWYERS WILL BE GOOD TRAINING INVESTMENTS
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.
HOWEVER THE TRAINING RESOURCES GET ALLOCATED, THOSE EXCLUDED MAY FEEL SLIGHTED
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.
You want to invest only in lawyers who’ll perform.
Without having to predict who will.
Without pushback from those excluded.
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.
EDUCATION. TRAINING. COACHING. WHAT’S THE DIFFERENCE, AND WHY IS IT IMPORTANT?
Think of skill development as climbing a three-rung ladder. Each requires different tools, at greater cost. Coaching consumes the serious money, and is most often misused.
Education produces an intellectual effect, e.g, awareness, understanding, perhaps attitude change.
Training is the actual doing and practicing, which produces measurable skill. I'm referring to RainmakerVT online training. It's a virtual world where lawyers learn through interactive simulations on their own time and at their own pace.
Coaching is providing guidance for lawyers to apply what they have learned in the Training level to real-world opportunity. It produces tangible results.