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Ackert Blog

What is Your Award-Winning Strategy?

It may not bring the fame that comes with an Oscar,<img class="alignright size-medium wp-image-4734" title="shutterstock_109590413" src="http://www look at this site.practiceboomers.com/wp-content/uploads/2013/04/shutterstock_109590413-210x300.jpg" alt="" width="147" height="210" /> but winning a professional award can contribute to your business development success. It provides instant credibility, garners recognition from your peers, and boosts your self-confidence. Even if you are jaded about the value of the various awards in your industry, consider that your prospects are more impressionable. All things being equal, if it’s a choice between the super lawyer and the regular lawyer, the former will seem like a safer bet.

Unfortunately, institutions don’t just hand out awards to anyone who wants them. Winning one requires a strategy. Last year, I decided it was time for Practice Boomers to win an award. I had my team research the various categories that would be appropriate for a business development training program.

Once we had our short list, I reached out to one of the law firms who’ve been using Practice Boomers to train their lawyers on business development and asked if they’d be interested in a joint submission for the “Your Honor Awards.” The firm liked the idea, so we put a presentation together and sent it in before the deadline. At the same time, I submitted Practice Boomers for other award opportunities. Like anything in business development, it’s a numbers game. Months later, I received a few disappointing rejection letters. But I also received a win. And last week, Practice Boomers was honored at the Bay Area Your Honor Awards gala.

It’s been fun to spread the news among my colleagues and distribute the press release via social media. As far as I know, no one has thought it obnoxious of me to share the victory. But that’s one of the benefits of an award: you get to remind your business community that you’re a winner without overtly saying so.

So, if you don’t have an award strategy, consider the five steps I just described:

  1. Identify at least one client for whom you have delivered award-winning service
  2. Research awards that acknowledge your work
  3. Submit to multiple targets
  4. Win at least one award
  5. Spread the news among all of your business contacts

…and invite me to the gala when it works.

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Watch the video below to learn the 5 steps that turn a prospect into a client.