The question.

• Author: Hirsch, Stewart
• Position: Ask the Authorities

Our tried-and-tested business development doesn't seem to work with our overseas lawyers. What should we do?

RESPONSES:

David Kaufman

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As law firms expand internationally, many legal marketers struggle to translate their business development efforts and initiatives to these new global markets. In my experience, there are more similarities than differences when comparing strategies that succeed in building business in the United States to those in Asia and Europe.

At Nixon Peabody, we have found that creating multiple, high-quality touches between our attorneys and our clients/ prospects assists in bringing in new relationships almost anywhere and in any language. However, importantly, each country has cultural variations that can stymie the application of conventional approaches. Respecting each country's business etiquette and conventions is crucial for success. In addition, if your message is not understood or is misunderstood, no amount of effort will yield new work--so communicating in the proper language (including dialectical nuances) is a must.

Even with many years of experience in international marketing, I still actively seek advice from local practitioners and advisers on business development strategies and marketing messages. In many cases, simple tweaks in communication or mild pivots in approach have reaped terrific results.

David Kaufman is director of regional sales for Nixon Peabody LLP. Based in San Francisco, Kaufman is responsible for Nixon Peabody's Global Strategies, including its international practice and offices in Paris, London, Shanghai and Hong Kong.

Silvia Hodges

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As you have discovered, U.S. frameworks and tactics do not always resonate in other countries I assume that you don't have local marketing specialists and some (or all?) of your overseas lawyers are opposed to the idea of "developing business."

Find "champions" in your overseas offices: lawyers who actively bring in business themselves. How do they do it? Could you organize a "masterclass" in which they teach other overseas lawyers? Non-U.S. lawyers may resist the approach and vocabulary of U S style business development. Consider cultural awareness training for your U.S.-based business development team. Learn to play to the local market. Who makes buying decisions on the (overseas) client side? And how? Who are the opinion leaders? What do they value in their lawyers? What would convince them that your firm...