How to Attract More Legal Clients for Your Small Law Firm & Thrive in a Recession
How to Attract More Legal Clients for Your Small Law Firm & Thrive in a Recession
How can this be?
People still need legal assistance even in a difficult economy, right? Contracts still need to be written. Businesses still have problems. Why would things ever slow down for a small law firm?
Yes, it is true that the law moves forward in good times and in bad times. But, getting high-quality referral clients becomes a challenge for solo attorneys and small law firms during a recession. Referrals dry up in an economic downturn because many small business owners are not seeing as many clients as they have in the past. Since they don't see as many people, they may not hear of as many issues that could be relevant matters for your firm. Indirectly, the downturn in business for your referral partners may result in a lack of referrals to your firm.
Here Are 5 Low Cost Ways to Combat the Recession and Attract More Legal Clients for Your Small Law Firm
1. Differentiate Yourself
As times get tougher, many people will "dabble" in your area of expertise. Make your prospective clients aware that this is happening. Remind your clients that you do not handle issues in your specialty on a part-time basis. If you are a criminal defense attorney, explain to them that you are not a real estate attorney who takes a few criminal defense cases each year to "fill out his calendar."
The reason people chose you in a good economy is more important in a down economy. There is more competition out there. Focus on your unique value proposition and hammer it home.
You must be able to articulate clearly why you are the best choice for this client in this situation. Now, more than ever, your unique value proposition is critically important. Make sure you highlight it as often as possible.
2. Help Clients Understand the Consequences of Bargain Shopping
The client receives no bargain from parachute manufacturers, heart surgeons, or legal practitioners. Paying less often means not getting the best work. Your prospective clients must understand this, and you are the best person who can bring it to their attention.
Help prospective clients focus on their own PERSONAL economy. What consequences are they likely to face if this work is botched? What is their exposure? If this situation is not handled, how much will they suffer? Do they want to face this possibility armed with the best possible representation? Or do they want to take a big, big chance with someone else?
3. Work Your Contact Lists
Every lunch you eat by yourself is costing you money. You need to stay in front of the people who know you so they remember to refer clients to you. While many people may not come into daily contact with friends or relatives who need your services you never know when they may hear of someone who needs legal assistance. If you are on top of mind they can offer to connect them with you. This happens more often than you realize.
The best way to get these referrals is to sit down with people and get to know them. Breakfast or lunch (and often dinner) provides the perfect opportunity to breathe new life into a potential referral relationship.
Here's how this could work:
Invite long-time clients to lunch. Find out how you can help them by providing some referrals to their business. They will almost always want to reciprocate if possible. The more you give to them, the more they will want to help you.
4. Keep Your Name in Front of Everyone You Know Every Month
Monthly greeting cards are a terrific opportunity to keep your name in front of people. Every month has a holiday that will serve as an excuse for mailing your entire contact list. The more creative and memorable your message the more likely your contacts will refer you.
If this seems goofy (after all, who gets a greeting card from an attorney?), remember that being different is the point. For example, one side of your card can say something like: "All of us at XYZ Law Firm wish you a safe and happy Halloween. Thanks for thinking of us." On the opposite side it could say: "We help people who are being chased by real goblins, monsters, and other scary creatures waiting to attack your business (or your bank account)." Below this message, you print your contact information.
The key is not to be overtly solicitous. You want to remind people what you do and thank them for thinking of you.
Greeting cards are cheap, easy and effective way to attract more legal clients.
5. Media Exposure Can Make a Difference
Getting your name and face in the local media can make a difference in attracting new legal clients for your small law firm. You may not get clients from actually appearing on television or being quoted in an article, but media outreach can help enhance your credibility.
Prospective clients often view media exposure as a surrogate for expertise. Giving a few interviews or commenting on a few out-of-town cases for a local reporter will help keep your name in front of clients and it will position you as an expert.
There is no reason your law firm should suffer in an economic downturn. People still need assistance handling legal matters. The challenge comes when your referral sources have reduced their business contacts because the economy has slowed down. The key to survival and success lies in expanding your reach. Develop these good habits now and you will attract more legal clients for your small law firm during a recession.
How to Attract More Legal Clients for Your Small Law Firm Thrive in a Recession - To learn more about this author, visit Dave Lorenzo's Website.
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The economy is the one subject that seems to have an impact on every business that wants to attract more clients. A recession can even have an effect on solo attorneys and small law firms.
How can this be?
People still need legal assistance even in a difficult economy, right? Contracts still need to be written. Businesses still have problems. Why would things ever slow down for a small law firm?
Yes, it is true that the law moves forward in good times and in bad times. But, getting high-quality referral clients becomes a challenge for solo attorneys and small law firms during a recession. Referrals dry up in an economic downturn because many small business owners are not seeing as many clients as they have in the past. Since they don't see as many people, they may not hear of as many issues that could be relevant matters for your firm. Indirectly, the downturn in business for your referral partners may result in a lack of referrals to your firm.
Here Are 5 Low Cost Ways to Combat the Recession and Attract More Legal Clients for Your Small Law Firm
1. Differentiate Yourself
As times get tougher, many people will "dabble" in your area of expertise. Make your prospective clients aware that this is happening. Remind your clients that you do not handle issues in your specialty on a part-time basis. If you are a criminal defense attorney, explain to them that you are not a real estate attorney who takes a few criminal defense cases each year to "fill out his calendar."
The reason people chose you in a good economy is more important in a down economy. There is more competition out there. Focus on your unique value proposition and hammer it home.
You must be able to articulate clearly why you are the best choice for this client in this situation. Now, more than ever, your unique value proposition is critically important. Make sure you highlight it as often as possible.
2. Help Clients Understand the Consequences of Bargain Shopping
The client receives no bargain from parachute manufacturers, heart surgeons, or legal practitioners. Paying less often means not getting the best work. Your prospective clients must understand this, and you are the best person who can bring it to their attention.
Help prospective clients focus on their own PERSONAL economy. What consequences are they likely to face if this work is botched? What is their exposure? If this situation is not handled, how much will they suffer? Do they want to face this possibility armed with the best possible representation? Or do they want to take a big, big chance with someone else?
3. Work Your Contact Lists
Every lunch you eat by yourself is costing you money. You need to stay in front of the people who know you so they remember to refer clients to you. While many people may not come into daily contact with friends or relatives who need your services you never know when they may hear of someone who needs legal assistance. If you are on top of mind they can offer to connect them with you. This happens more often than you realize.
The best way to get these referrals is to sit down with people and get to know them. Breakfast or lunch (and often dinner) provides the perfect opportunity to breathe new life into a potential referral relationship.
Here's how this could work:
Invite long-time clients to lunch. Find out how you can help them by providing some referrals to their business. They will almost always want to reciprocate if possible. The more you give to them, the more they will want to help you.
4. Keep Your Name in Front of Everyone You Know Every Month
Monthly greeting cards are a terrific opportunity to keep your name in front of people. Every month has a holiday that will serve as an excuse for mailing your entire contact list. The more creative and memorable your message the more likely your contacts will refer you.
If this seems goofy (after all, who gets a greeting card from an attorney?), remember that being different is the point. For example, one side of your card can say something like: "All of us at XYZ Law Firm wish you a safe and happy Halloween. Thanks for thinking of us." On the opposite side it could say: "We help people who are being chased by real goblins, monsters, and other scary creatures waiting to attack your business (or your bank account)." Below this message, you print your contact information.
The key is not to be overtly solicitous. You want to remind people what you do and thank them for thinking of you.
Greeting cards are cheap, easy and effective way to attract more legal clients.
5. Media Exposure Can Make a Difference
Getting your name and face in the local media can make a difference in attracting new legal clients for your small law firm. You may not get clients from actually appearing on television or being quoted in an article, but media outreach can help enhance your credibility.
Prospective clients often view media exposure as a surrogate for expertise. Giving a few interviews or commenting on a few out-of-town cases for a local reporter will help keep your name in front of clients and it will position you as an expert.
There is no reason your law firm should suffer in an economic downturn. People still need assistance handling legal matters. The challenge comes when your referral sources have reduced their business contacts because the economy has slowed down. The key to survival and success lies in expanding your reach. Develop these good habits now and you will attract more legal clients for your small law firm during a recession.
How to Attract More Legal Clients for Your Small Law Firm Thrive in a Recession - To learn more about this author, visit Dave Lorenzo's Website.
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John BrennanJohn Brennan Ed.D. Dr. Brennan is President of Interpersonal Development, LLC, a training and development firm. Interpersonal Development has provided sales training and coaching to more than 3,000 sales reps from over 100 companies. A native of Australia, Dr. Brennan received his doctorate from the University of Rochester. His dissertation researched the effectiveness of Behavioral Modeling Technology in training people in interpersonal skills. While he has spent most of his career designing or delivering training, he was also a Vice-President of Sales of a training and development franchise with operations in 25 markets. Dr. Brennan has designed and delivered sales training in North America, Asia, Europe, Australia and the Middle East. He has been a guest speaker at numerous national and regional professional conferences. When Microsoft wanted Best Practices articles on sales for their web site, they called Dr. Brennan. The results are at http://office.microsoft.com/en-us/FX011387391033.aspx His firm’s clients have included Volvo, The Prudential, Merrill Lynch, Eastman Kodak, Gannett, Equifax Europe, the Economist Group and countless small businesses. - Visit John Brennan's Website |
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George LudwigGeorge Ludwig is a recognized authority on sales strategy and peak performance psychology. An international speaker, trainer, and corporate consultant, he helps clients like Johnson & Johnson, Abbott Laboratories, Northwestern Mutual, CIGNA, and numerous others improve sales force effectiveness and performance. Though it's George's strategies and processes that help corporations increase productivity and performance, it's his tremendous energy and dynamism that spark the transformation. Again and again, clients remark on his amazing ability to unleash human capacity and inspire men and women to break out of their comfort zones. The result is a whole new type of salesperson. His customized presentations teach achievers to make stunning advances in their lives. From helping salespeople realize cherished dreams to helping corporations exponentially accelerate revenue streams, George Ludwig leaves audiences and individuals empowered, emboldened, and clamoring for more. George is the best-selling author of Power Selling: Seven Strategies for Cracking the Sales Code and Wise Moves: 60 Quick Tips to Improve Your Position in Life & Business. - Visit George Ludwig's Website |
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Dave KurlanDave Kurlan is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling and 101 Great Ways to Improve Your Life, Volume 2. - Visit Dave Kurlan's Website |
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John AlexanderJohn has taught keyword research and SEO skills to small groups of business owners and Webmasters from over 80 different countries world wide since 2002. John is also the Director of Search Engine Academy ; Co-director of Training at Search Engine Workshops offering live, SEO Workshops with his partner SEO educator Robin Nobles, author of the very first comprehensive online search engine marketing courses at SEO Training Online and the SEO Workshop Resource Center. I look forward to hearing from you! - Visit John Alexander's Website |
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Anne BarrAnne Barr has over 26 years experience in sales and marketing, six years as a franchisee. She has assisted over 367 business owners and purchasers to achieve their goals in career change, transition and exit strategy. She holds the designation of Certified Franchise Executive from the International Franchise Association, Certified Business Intermediary from the International Business Brokers Association and Board Certified Broker from the Texas Association of Business Brokers. Anne is active in professional organizations, networking groups and volunteers for non-profit entities. As owner/operator of four successful businesses, Anne has proven people skills and enjoys helping clients find the right "fit" in business ownership. Visit www.FranchiseOpportunitySpecialist.com for more information about me and my company. - Visit Anne Barr's Website |
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Cheryl MatthynssensCheryl is a life skills coach, licensed Chemical Dependency Counselor and a 20 year entrepreneur. Cheryl's dedication to achieving a life of balance led to her expanding her teaching from the simple managing of life's daily challenges to adding financial well being as well. A direct marketer with DrinkACT, she is gaining ground in the online community with her concepts of making sure business owners, entreprenuers and employees have well rounded life styles. She opened up a small affiliate site - The Balance Guide- to help others find resources for mental and emotional well being. Visit Cheryl's blog to see more of the diversity beyond business she has began offering online at www.thebalanceguide.blogspot.com - Visit Cheryl Matthynssens's Website |
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Kim CastleWith nearly two decades in the advertising and design business, with clients like Domino's Pizza, General Motors, Direct TV, Pedigree, Wolfgang Puck, Higher Octave Music, Hollywood Celebrity Products, Disney, and Paramount, as well as thousands of entrepreneurs around the world define, structure, communicate, and position their business for greater profits, BrandU(R) co-creators Kim Castle and W. Vito Montone discovered that entrepreneurs could experience the same power that big brands command for a fraction of the cost with the world's only process-based results-drive Integral approach to business creation. BrandU(R) is helping entrepreneurs grow with the power of extreme clarity from idea...to brand...to market(TM) and helping one million entrepreneurs become successful and whole so that they can make a difference in the world. Are you one of them? If you want to experience clarity all the way to the bank(TM), get started now at http://www.brandu.com. - Visit Kim Castle's Website |
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John PowerJohn Power, founder of Biltmore Franchise Consulting, has extensive experience developing and marketing franchises and business opportunities. He has been in and around franchising for over twenty years. From 1980 through 1990 he conceptualized, organized, and developed the American Video Association. He grew AVA to 2,000 national members, before selling the company it 1990. It was later merged into another home video marketing company. From 2000 to 2005 he worked as a contract marketing and human resources consultant to several local and national companies. In 2005 Mr. Power began working as a franchise development consultant on a full-time basis. Since that time he has helped more than three dozen companies initiate and develop their franchising program. He notes that there are many companies interested in developing a franchise program, and who need his specialized assistance. Mr. Power is a “hands-on” franchise consultant. He said, “I am the ‘nuts and bolts’ person who tends to the details for my clients.” Mr. Power holds a B.S. degree with a major in Marketing. See: www.biltmorefranchise.com You may contact Mr. Power at: jpower@biltmorefranchise.co - Visit John Power's Website |
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