Check Out What LMA's Reading this Quarter
Every quarter, LMA identifies books that are relevant and informative to legal marketing professionals. Continue reading to learn more about this quarter’s highlighted books.
The Opening Playbook: A Professional's Guide to Building Relationships that Grow Revenue
Author: Andrew Dietz
Publisher: Andrew Dietz
Business development consultant Andrew Dietz effectively leverages a sports analogy to take the reader through the process of getting oneself into the ideal position to sell services. The author, who takes on the role of coach, shows the reader the "game footage" of Sam Wentworth, a senior associate who needs to prove himself on the business development “field” before he can make partner. Dietz stops at critical points, showing the reader where Sam succeeds and where he trips up. Dietz provides best practices for establishing authentic business relationships, analyzes obstacles and suggests tactics to address unexpected challenges.
The Challenger Sale: Taking Control of the Customer Conversation
Authors: Matthew Dixon and Brent Adamson
This book takes relationship-based marketing and business development to the next level. The authors, who studied salespeople in various industries and geographic areas, argue that the classic relationship-building approach to sales is not the best way to sell, especially in complex, large-scale business-to-business solutions. The optimal way is to challenge the prospective client. Challengers approach customers with unique insights and tailor their sales message to the customer's specific needs and objectives. Rather than acquiescing to the customer's every demand or objection, challengers are assertive, pushing back when necessary and taking control of the sale.
One of a Kind: A Proven Path to a Profitable Law Practice
Author: Jay Harrington
Publisher: Attorney at Work
In his book One of a Kind, Jay Harrington, a lawyer-turned-legal-marketer, gives practical advice on how to strategically build and grow a profitable practice. Topics include:
- Becoming an effective content marketer;
- Developing a niche practice;
- Building your brand;
- Increasing your visibility;
- Improving the brand experience;
- And more!
This book is an educational read for lawyers and legal marketers alike and ideal for professionals at all stages of their careers.
Leading from the Front: No-Excuse Leadership Tactics for Women
Authors: Angie Morgan and Courtney Lynch
Publisher: McGraw-Hill Education
Leadership is an essential skill for the legal marketing profession. Written by two former U.S. Marine Corps officers and private consultants, Leading from the Front identifies the 10 key practices to becoming an effective leader. This book, which contains valuable information for women and men alike, teaches its readers how to become comfortable taking risks and to be decisive, commanding and confident in leadership positions at work and in life.
*Join your fellow LMA members in reading Leading from the Front during this year’s Cover to Cover: LMA Summer Book Club. The book club will take approximately two hours per week over the course of five weeks. It kicks off on Wednesday, July 27. Learn more and register here.
Girl Walks Out of a Bar: A Memoir
Author: Lisa F. Smith
In her memoir, Lisa F. Smith details her struggle with — and eventual recovery from — alcohol and drug abuse and addiction during her time working as a corporate lawyer. Studies have shown alcohol and drug abuse, depression and anxiety issues plague the legal field, which the author says is in part due to the pressure attorneys and legal marketers feel to serve clients and develop new business. This book shares the true account of one woman’s struggle with an often-ignored aspect of law firm culture.