Marty Cohn, the National Director of Client Engagement at Sheppard Mullin, has a diverse background with significant experience in both consulting and legal sectors in the U.S. Initially steering clear of sales in favor of marketing, Marty’s perspective shifted as he recognized the importance of accountability and return on investment (ROI) in marketing, sparking a newfound enthusiasm for sales. In this episode of The Future Is Bright podcast, he sits down with host Chris Batz to delve into the nuances of selling professional services, emphasizing the foundational role of relationships, people, and trust.

During his tenure as the marketing director for the national sports sector at PricewaterhouseCoopers, Marty played a pivotal role in elevating the firm to a leading position among the Big Four’s sports practices. He also shares insights from a survey he conducted at Sheppard Mullin, where he gathered opinions from 31 marketing professionals on the current state of sales. Marty discusses his method for identifying potential clients and the criticality of adhering to the American Bar Association’s (ABA) best practices.

Join today’s discussion to hear his thoughts on the difference between the worlds of accounting/consulting and the law business, the infinite value of LinkedIn and how he manages to mentor others without actually acting as a mentor.

Quotes

“In our business, we’re talking about relationships and respect and trust and every interaction is different and every marketing and sales opportunity is different because you’re dealing with a person, not an inanimate object.” (2:06 | Marty Cohn)

“It’s a matter of respect and best practices. This is a relationship business, our opportunity to bring in a new client is going to be based on our ability to build a trusted relationship with transparency.” (16:54 | Marty Cohn)

“My day is a mix of always looking for potential new clients, following up on existing sales opportunities, following up and being involved in active sales opportunities, working with my partners and our internal teams on all of these pursuits. It’s a big mix.” (18:15 | Marty Cohn)

“I think there’s so much potential here in our business. It’s tremendously rewarding. I find it to be challenging, fun, every adjective that you can give it is probably in my vocabulary of what goes on day-to-day.” (21:55 | Marty Cohn)