Rainmakers Guide to the Galaxy - Tips on marketing law firms

Robert Bond - Robert.bond@speechlys.com - Speechley Bircham - www.speechlys.com

  1. Sell your reputation by excellent service, excellent legal advice and excellent networking.
  2. Use all available tools to stay in communication at all times. Just a quick response to a client or contact to say you are looking after them even if you are buying time to address their concern will pay dividends. If they think you are looking at their problem it is "off their to-do list" and they can get on with something else. If they need you and can't get you they may go elsewhere!
  3. Read and absorb trade news and legal news so you can react as fast as possible to items that will interest those that may instruct you.
  4. Pick your marketing areas carefully so that you are concentrating on not only the areas where you know your law but also emerging areas so that you are first or second to market.  “In the kingdom of the blind, the one-eyed man is king"
  5. Drip-drip marketing is good. Stop-start marketing is not.

Simon Tupman - MBA Solicitor, (Eng and Wales) - stupman@ozemail.com.au - Author, ‘Why Lawyers Should Eat Bananas’ and ‘Why Entrepreneurs Should Eat Bananas’

  1.  Understand that you do not sell time, but results. Be clear about your client’s objectives, intervene accordingly and price for value, not by the hour.
  2. Penalise yourself if you don’t provide value - offer clients a satisfaction guarantee.
  3. If you do provide value, get your client’s confirmation in the form of a testimonial and with their permission, use it to promote yourself on your website, in your brochures, and in your reception! Make the client accessible: with their permission, use their full name, photo and email. 

Graeme McFadyen  - General Manager  - Trilby Misso Lawyers, Brisbane, Australia. GMCFADYEN@trilbymisso.com.au

A Practice Manager's Perspective of Marketing

  1. Most new clients will come from referrals from existing clients, so two thirds of the marketing budget should be directed to existing A grade clients.
  2. Keep your clients constantly informed. Look for opportunities to communicate with them.
  3. Fees are assessed by clients in terms of value for money. Constantly look for ways to deliver better value.
  4. Ask your clients why they use you so you can focus on what they want and not what you think they want.
  5. Try to visit your client's offices regularly to learn as much as you can about their business. It shows you care about them and will assist you in finding ways to deliver better value.

Tony Cordato - Cordato Partners - ajc@businesslawyer.com.au

  1. Under promise and over deliver – promise deadlines with plenty of time, and deliver on or before the time.
  2. Always acknowledge emails with a thank you.
  3. Maintain an up to date and interesting website – because new clients often visit the website before they call.
  4. Focus on your practice strengths and tell the world that they are your strengths – you are not all things to all people.
  5. Use group emails to circulate items of interest to clients (make sure to blind copy everyone).  

Paul Brennan, lawyer

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