On June 18, 2020, Meranda Vieyra, CEO of Denver Legal Marketing, presented “Business Development Basics” to the Legal Entrepreneurs for Justice (LEJ). Meranda addressed topics that are not taught in law school including the eight essential soft skills for lawyers, how to identify and connect with potential clients, and relationship-building techniques.
Meranda emphasized how legal skills are different from business skills and that they are necessary for law firm ownership. To build a business, you need a plan and strategy, as well as the ability to execute them. She also mentioned soft skills that are vital to the legal profession, such as empathy, reliability, communication, and problem-solving.
Participants also learned how to identify their ideal client, where to find them, and how to connect with them. Additionally, they learned relationship-building techniques and best practices for following up with clients. Finally, they learned how to use cross-selling techniques to build their business through “upselling” existing clients or working with other attorneys to leverage a referral list.
The Legal Entrepreneurs for Justice is a small business incubator that helps lawyers start socially-conscious law firms. They actively work to improve the legal profession, the practice of law, and the judicial system through mentorship and community action. Meranda serves on the Board of Directors for the Legal Entrepreneurs for Justice where she assists with the organization’s strategic goals and direction, provides operational insight, and helps build community awareness of their mission.