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Discuss Who is Coming in Advance to Maximize The Value of Your Holiday Party
Discussing who will be attending your firm’s holiday party will allow your firm to develop a larger understanding of what other services you can provide your current clients, prospects, and referrals.
To get maximum marketing value from an open house or holiday partythe most expensive business development efforts in which most law firms engagehold an all-attorney meeting several days before to review which clients and referral sources will be attending.
At this meeting, have each lawyer (quickly) explain the nature of their clients business operations, what they know of the clients business plan, the services that the firm provides the client, and what additional services the firm might offer. A client you have defended in litigation for many years may have decided to expand regionally and need help with transactions, or be facing management succession issues and need tax and estate planning.
If the need for additional services is on the horizon, make it a priority to introduce a new lawyer who can help the existing client at your event. (Warning: make sure the new lawyer studies the clientdo a Google search, at a minimum before the event. This will ensure the lawyer can demonstrate knowledge of the clients industry, competition and operations.)
When you are done with this meeting, expect that a few prime cross-selling opportunities will have been identified. Most important, your lawyers will know the firms clients better than ever and understand what they do and what the firm does for them. That knowledge will help everyone market the firm not only at your open house or holiday party, but all year long.
(Dont focus just on potential clients. Referrals sources are part of this same equationdiscuss them at your pre-event meeting and make efforts to cross-sell them, as well.) 
- Bob Weiss is president of Alyn-Weiss and Associates, Inc., a Denver-based marketing consulting group which has worked with both corporate, transactional and defense firms and contingent fee practices nationwide for more than 20 years.
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