Ask the authorities.

• Position: Column

Editor's Note: This month, Strategies introduces a new column, "Ask the Authorities. "We bring together a panel of experts to bring fresh, different perspectives that answer your questions.

The Question: In our mid-sized firm, one attorney (actually, several, but one in particular) has a good amount of time available for marketing, and an interesting set of skills, but we can't seem to dislodge him from his office. Our compensation system is attuned to marketing (origination credit, soft measures for sales efforts), yet economics don't appear to motivate this person. What can we do to help him "see the light"?

Roberta Montafia

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We know that their marketing is not "one size fits all." Obviously, the attorney in question is not comfortable by how the firm defines marketing. Why don't you work with him to redefine his concept of marketing activity?

For example, I once worked with an attorney who also couldn't be dislodged from his office. The thought of engaging in the firm expected marketing activities such as speaking, client presentations or even attending a simple client lunch left him cold. I knew he was a devoted family man who spent his spare time with his children. I suggested that we build his personal marketing plan around family-centric activities. He didn't exactly jump for joy, but he was receptive. We identified clients and prospects that had children of comparable ages and arranged several events. Over time, he slowly became more comfortable socializing with clients and we were able to include him in the institutionalized marketing program.

Also, you alone can't be the police. Is there a firm standard that articulates the expectations? If yes and the partner is not playing, then you need the management to step in. If not, there is an opportunity for you to demonstrate value by drafting a policy for consideration.

Roberta Montafia is a legal marketing consultant with more than 20 years' experience in the legal industry. She is a past president of LMA.

Sally J. Schmidt

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To help this lawyer, you need to remove his obstacles. He may hear "marketing" and think "speeches," which he detests. Or he may hear "marketing" and think "cocktail parties," which make him uncomfortable. There are many effective ways to market one's services; the key is finding a way that works for him to start some forward motion.

He could be helped by working through the following questions:

1) What does he like to...