Hungry for a Wolfie

As we look forward to 2008, many of us will be reviewing the past year’s successes and failures.
One law firm working along these lines is Boston-based Wolf, Greenfield & Sacks, which is currently preparing for its second annual ‘Wolfie’ awards ceremony – where lawyers who have made outstanding achievements in business development are rewarded for their efforts.
The concept was thought up by the firm’s business development coordinator, Elizabeth Fiorini. Heading up a new department, she spent time considering ways in which herself and her colleagues could educate staff across the firm about business development activities and the increasingly important role that they play in marketing strategy. Fiorini’s main objectives were to:

Communicate the various techniques used to bring in new business;
Implement a vibrant and unique project, which would stand out in the minds of the firm’s lawyers;
Ensure that lawyers would see that their efforts in this area were appreciated;
Highlight individuals making ground in business development, so that their colleagues, who might not have a huge knowledge of business development, could approach them for advice.

She eventually came up with the idea of an Oscars-themed awards ceremony, which played on the first part of the firm’s name, hence the affectionate ‘Wolfie’ title – additionally, the awards themselves are in the shape of a wolf’s head.
Nominations are discussed in meetings between members of the client services department, who assess individual performance in all areas of the firm, before reaching a decision as to who should receive a Wolfie.

The ceremony
Once the award winners have been selected the logistics of the ceremony itself are organised – all the planning is done in-house. Last year’s event took place in one of the firm’s conference rooms. The décor theme was influenced by plays on the firm’s name – inflatable wolves were suspended from the ceiling and a green carpet was rolled out to signify ‘green fields’. Attendees were also greeted by fake paparazzi, asking for autographs, at the entrance.
For the next ceremony, Fiorini hopes to make the occasion “bigger and better”, potentially with more categories and video footage of the presentations.
Most importantly, it is hoped that the event will continue to “give people a nudge” to make an effort in business development. Already, according to Fiorini, the awards are having a positive effect in that people are becoming competititve and enjoy the recognition they receive for their endeavours, while others can use their work as an example and come up with new ideas.

Educating lawyers
While the awards represent a fun approach to encouraging business development skills building among the firm’s staff, there is a serious message to promote and Fiorini’s team is continuously working to educate lawyers.
One method is a monthly associate training programme, where the firm’s shareholders are invited as guests, to chair educational sessions on various aspects of business development – for example, networking and new business development. The presentations are fully interactive, including time set aside for question and answer sessions and role-playing scenarios. Although the sessions are not mandatory, they have so far received high attendance levels and positive feedback from those taking part.

Award categories

Wolf, Greenfield & Sacks presents awards for achievement in business development including:

Attendance at client plan meetings
The firm holds regular ‘client plan’ discussions to focus on strategies which can help strengthen existing client relationships, as well as building new business. The meetings also examine how best to introduce the firm’s other practice areas to existing clients.

The roaming wolf award (most client visits)
This award is given to individuals who realise that face-to-face time spent with clients is paramount for successful relationships. For example, a previous winner visited clients not just to complete client work, but to say ‘hello’ if they happened to be passing through the area.

Most well rounded in business development
Presented to someone who has a varied skills set in business development – making the most of any opportunity to sell the firm, such as writing, presenting and networking.

Practice group award
Team participation is equally important as individual success. This award is given to the practice group which displays team work and a committed and wide-reaching approach to business development.

Most new clients
Keeping existing clients happy and educating them about different work carried out by the firm should always be accompanied by a drive to bring in new clients. While new business may not make up such a significant percentage of the total work being done by a firm as existing client work, it builds on the overall figure year on year.

Most new clients for other practice groups
Presented to the individual who makes an effort to promote all aspects of the firm’s business and practice areas – networking in circles relevant not only to their own practice area, but also speaking to prospective clients to educate them about their colleagues and improve relationships across the firm as a whole.

Quickest to market (for new hires)
Given to individuals who show initiative and actively get involved in marketing and business development activities – for example, requesting and distributing marketing collateral – during the initial stages of the career at the firm.

Most articles
An increasingly popular method of putting a firm’s name ‘out there’, is to contribute written work to print and online publications. Individuals who have written extensively during the course of the year are recognised in this category.

Awards are also presented for:

Ghostwriting;
Most interviewed;
Most conference presentations;
Networking;
Most valuable player;
Most holiday cards sent;
Best ‘war stories’;
People’s choice.