Seminars receive mixed responses from lawyers.

Those who have stood, nervous and under-prepared, before an over-informed audience may associate it with their darkest hour.

Lawyers who are gifted orators may look back on a seminar as their moment of glory.The targeted seminar programme is an essential element of the marketing mix for a law firm.

It is particularly effective in breaking into new market sectors.

Law firms which aspire to drawing clients in new sectors typically find themselves caught in a vicious circle.

Without any experience of the targeted industry they do not know how to attract clients in that sector; without clients they do not know how to gain the necessary experience.

This is where the targeted seminar, with an invited audience of between ten and 20 delegates, come into its own.

The seminar format is ideal for taking a core body of legal expertise and tailoring the presentation to a new audience.As a communication vehicle, the targeted seminar has a number of advantages.

A personal invitation makes each delegate feel important and the quality of communication is likely to be high.

It also allows the firm to show-case its expertise.

It de-mystifies lawyers and legal processes.

Most importantly, it differentiates the firm from its competitors by communicating technical excellence and a distinctive personality.Begin the process of launching a targeted seminar programme by defining as clearly as possible the individuals who will attend the seminars.

Whether they should be potential clients or potential referrers will influence your presentation style.

Ask what role they should have within their organisation and how senior they should be.

Research sources of information on target organisations and individuals.

These include personal contacts -- ideally within the target sector -- directories, on-line sources and purchased databases.

Decide what is a sensible mix for the sector which will be targeted.If the firm has no direct experience of working in the sector, be prepared to share its expertise free of charge.

Most commercially minded clients find a free offer from a lawyer hard to resist.

Begin to prepare the seminar outline at the target definition stage and continue to refine the material as target organisations and individuals are identified and approached.

As the day approaches, rehearse and invite a mixed inhouse audience to provide constructive criticism.

Be ruthless in cutting down material to meet time constraints.

Be meticulous in checking presentation slides and handouts.When the day arrives relax and enjoy the occasion.

Delegates at a free seminar generally appreciate the firm's efforts and are supportive throughout the session.

Stick to the scipt, respect the breaks and finish on time.

Be hospitable, friendly and accessible.After the seminar look for feedback and encourage constructive criticism within the team about the performance.

Ask delegates to complete a brief questionnaire.

Identify the opportunities which have emerged from the seminar and establish what steps should be taken to maintain contact with potential clients.

Decide whether the seminar material can be used again, whether further seminars should be arranged, and whether the material is adaptable for a lecture or a magazine article.

By applying a combination of expertise, enthusiasm, determination and flair, you can win new clients and open up new areas of work.LAUNCHING A SEMINAR PROGRAMME-- Is the target group a viable source of business?-- Is the firm's expertise relevant to the target group?-- Does the firm have the resources required to make a success of the initiative?-- Is there a better way of reaching the target group?-- What is the true cost of the initiative?WITHERS' EMPLOYMENT GROUPIn the summer of 1995, Withers' employment group identified executive search consultants, or head hunters, as a priority target sector for business development.'We handle the full range of employment issues, advising both employers and employees, and we wanted to reach a large number of potential clients and so extend the firm's client base,' says Margaret Robertson, head of the team.

'Head hunters were an ideal target.

They need to be able to consider issues from the perspective of employer and employee.

We were aware that head hunters had remained discreetly in the wings during several of the team moves and boardroom disputes in which we were involved.

We were impressed by their ability to open doors.'Though contacts in the industry, the team was able to compile a list of up to 30 leading executive search consultancies.

Key individuals were invited on a personal basis to attend open seminars at the firm's Gough Square premises.

Each seminar was based on a hypothetical case history concerning a head hunter who poaches a top-flight team from a City broking firm on behalf of an overseas rival.

A narrative was interspersed with technical slots explaining the legal issues involved and inviting discussion.

Simple flip charts were used.Withers' employment group conducted two open seminars and was invited to repeat the seminar in-house by five of the head-hunting firms represented.

By the time the programme was completed, Withers had already received nine instructions on employment matters as a direct result of the seminars.