Columnist

Sally J. Schmidt is President of Schmidt Marketing, Inc., which offers marketing services to law firms. Sally was a founder and the first President of the Legal Marketing Association. She is a Fellow of the College of Law Practice Management and was one of the first inductees into the LMA's Hall of Fame. She is the author of "Marketing the Law Firm: Business Development Techniques" and "Business Development for Lawyers: Strategies for Getting and Keeping Clients." Sally writes Attorney at Work's "Play to Win" column. Follow her on Twitter @SallySchmidt.

play to win

Understanding the Client’s Decision

By | Jul.19.17 | No Comments

I’ve always liked the saying “If the only tool you have is a hammer, you tend to see every problem as a nail.” I think lawyers often make this mistake when approaching business development opportunities. …Continue reading »


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Dealing With an Upset Client

By | Jun.22.17 | 1 Comment

It’s almost a certainty that, at some point, every lawyer will have an unhappy client. In his seminal research on loyalty, business strategist Frederick Reichheld concluded that simply satisfying clients is not enough to retain them. …Continue reading »


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How to Work the Room at Networking Events

By | May.23.17 | 1 Comment

After years of working with lawyers, I have concluded that the No. 1 most-despised marketing activity is attending a networking event. The list of things I’ve been told that lawyers would rather do than work …Continue reading »


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Writing Your Way to New Business

By | Apr.27.17 | 1 Comment

The other day, I was talking with a coaching client (let’s call him Lawyer A) about some new business he had just received. A lawyer at another firm (Lawyer B) called Lawyer A after reading …Continue reading »


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Marketing with a Purpose: Set Objectives

By | Mar.27.17 | No Comments

I recall a lawyer friend of mine telling me with excitement that he had been successful in setting up lunch with an assistant general counsel of a target company. Afterward, when I asked what he …Continue reading »


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The Client Relationship Meeting

By | Feb.23.17 | No Comments

Lawyers have a lot of communication with their clients. But the vast majority of interaction tends to be related to specific matters — requesting some information, reporting on the status of a file, scheduling something, …Continue reading »


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What You Don’t Know CAN Hurt You

By | Jan.19.17 | 2 Comments

I’m often reminded of a situation that happened several years ago. I was sitting in a building lobby killing time before an appointment. In the lobby was a small coffee shop. The line was long …Continue reading »


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Making Clients’ Lives Easier

By | Nov.29.16 | 1 Comment

Lawyers have a lot of questions about how to develop new business. Once they start working with a client, however, the question often becomes, “How can I expand the business?” The simple fact is that …Continue reading »


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Your Secret Marketing Weapon

By | Oct.26.16 | No Comments

I’ve noticed that the best rainmakers usually have really good legal administrative assistants (LAAs), and these lawyers are generally very good at engaging their LAAs in activities to nurture existing client relationships and even develop …Continue reading »


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How Effective Communicators Help Clients Understand

By | Oct.06.16 | No Comments

I read an article recently called “Marketing Yourself as an Expert: What Clients Look For.” According to the research presented, there are five key factors that clients associate with “visible experts”: They come highly recommended …Continue reading »