You don’t need to spend a gazillion dollars of your firm’s hard-earned revenue on marketing. All you need to do is to be responsible and hardworking.
Remember the book a few years back that insisted that everything you ever needed to know you learned in kindergarten? Be the best you can be. Treat others fairly. The same applies to law firms. Indeed, when you operate along those lines, you can’t help but trigger the best advertising campaign known to man – word-of- mouth.
Either your clients will love you, and naturally want to rave about you to their friends and associates, or they will not, in which case, on a scale of 1 to 10, your popularity rating drops to well below 0. Your goal, with the basics of kindergarten-style marketing, is to get it up to a healthy 9 or 10. All you need are a few building blocks of good client relation skills.
But wait. Is it really that simple?
The Thoughtful Law blogger, David J. Bilinsky, recently hosted Bob Denney of Robert Denney Associates, Inc, a management consultant who specializes on the state of the legal market.
Denney (pictured here) believes it really is that simple. In fact, he says, lawyers make marketing more complicated than it has to be. “Developing new business – and keeping clients delighted – isn’t rocket science. …[I]t’s as simple as ABC.” Denney’s post actually gives you an alphabet-length tip sheet. It runs the gamut from A through Z and covers everything your firm needs to know to develop and maintain excellent client relation skills.
And, yes, the skills really are as simple as everything you ever learned in kindergarten. For starters, says Denney, you will need to:
“Ask good questions.”
Denney points out a few examples:
“When you first meet a potential client, begin by asking open-ended questions such as: ‘Tell me about yourself and your business (or practice)’ ‘What do you want to accomplish with this project (or matter or case)?’ ‘What are your expectations?’”
You’ll also need to:
“Be a problem solver, not a problem maker.”
Jumping ahead a few letters, we read that lawyers should also:
This is not, he explains, only so that you may be more able to focus on your primary tasks, but also so that your client will be less burdened with the higher cost that’s attached to work that you—and not office staff, associates or paralegals–do.
Also: “Sweat the details.”
Do you sometimes find yourself concentrating solely on the forest, to the exclusion of the trees? Not a good idea, says Denney, who notes that: “It’s often the little things, even typos in a letter or memo, that shake clients’ trust and cause them to question your ability.” And finally:
“Word-of-mouth is still the best form of marketing. Do everything you possibly can to ensure that your clients are spreading the good word about you and your work.”
It’s really that simple. To read more, go: http://thoughtfullaw.com/2011/08/22/abcs-of-marketing-and-business-development/#more-1641
Photo courtesy of: http://www.robertdenney.com/