Finding time for marketing and business development can be difficult and you may recognise some of these points here yourselves.
Some lawyers may feel that their role should concentrate purely on fee earning and that marketing isn’t their job. And, indeed, some may simply feel that their resources are too limited. But, fee earning has to be supported by some involvement in marketing if you are to sustain growth.
One of our clients recently asked its staff for suggestions on how to improve the firm’s website. There was a prize offered, many good suggestions were received – and the firm’s web developer chose the winning ones. Those changes are now being implemented and the analytics monitored to measure the difference.
Involving staff in this way can help enhance their overall understanding of and connection with the firm, but also act as a platform for valuable business development ideas.
As an alternative you may want to consider one of Fedora’s ‘Set the agenda for your communications’ half-day marketing workshop. Here we help your firm uncover key words and phrases around the following issues – Who you sell to; Your client’s needs/problems/‘pain’; Solutions to those problems; USPs offered by your firm and Benefit statements. Having an independent third party to facilitate at this kind of event can be particularly beneficial in uncovering the key issues.
Within the firm, there may be a lack of awareness of the marketing processes involved or difficulty in knowing how to differentiate the firm’s services from others.
Basically, this involves finding something that you do better than your competitors – something that resonates with your clients. It may be one thing or a combination of smaller advantages. These would be identified during the analysis stage of your marketing planning process or at the Fedora workshop mentioned above.
There can also be a tendency for some fee earners to be unwilling to share their clients with colleagues from other departments and this can limit the opportunities for cross-selling.
For business development and networking activities some specific training in appropriate techniques can be surprisingly helpful.
Do remember – your technical legal skills will be assumed by your clients, but it is a different set of skills that will get you in front of and engaged with them.
Next time there will be a look at using ‘the right tools for the job’ for law firm marketing and business development.
- Finding time for marketing and business development is difficult.
- ‘Lawyers shouldn’t have to do this’ attitude may prevail
- Lack of awareness of the marketing processes involved
- Difficulty in differentiating the firm’s services from competitors
- Some fee earners may think ‘My clients’ instead of ‘the firm’s clients’
- Their may well be a need for training in the techniques