How To Take Your Law Firm To The Next Level

How To Take Your Law Firm To The Next Level



How to​ Take Your Law Firm to​ the​ Next Level
If you can confidently answer yes! to​ the​ following metrics,​ then you’re ready to​ take your practice to​ the​ next level:
• is​ your firm’s mission perfectly aligned with your market?
• Do your marketing efforts create exactly the​ relationship your customers most want and need?
• Are your services well packaged,​ presented with a​ What’s In It For Me? punch,​ and priced at​ various levels?
• Do you know exactly where and how to​ promote your firm’s services?
• Does your marketing system routinely and predictably create the​ kinds of​ new customers your business requires?
What happens next in​ many successful firms,​ however,​ is​ not good news .​
Instead of​ sticking with what’s created success in​ the​ first place,​ the​ focus shifts away from a​ marketing mindset .​
Instead of​ being an​ essential lens through which people in​ your firm view their role,​ marketing as​ an​ every-day focus fades from importance .​
After all,​ why continue to​ invest the​ time and resources on​ marketing when you’ve got more business than you can handle now anyway? And shouldn’t you spend time on​ what’s now important,​ like internal operations,​ serving current clients,​ and other more urgent priorities?
The answer is​ an​ emphatic NO! Not only will you erode all the​ hard work you’ve invested get to​ where you are,​ but it​ will be much harder (and expensive!) to​ turn your now larger and more complex ship around,​ once you lose that marketing mindset.
The truth is,​ that once your firm gets more successful and,​ by definition,​ more complex,​ your energy and focus turn naturally more inward .​
As your business grows,​ it​ takes on​ a​ life of​ its own in​ the​ form of​ meetings,​ policies,​ training,​ politics,​ and reports .​
The larger your firm gets,​ the​ more energy is​ directed inward – it​ simply takes more planning,​ management,​ and systems to​ keep things running smoothly.
So how do you keep your firm from being consumed with internally focused activities? By developing and executing a​ strategy to…
Keep your firm’s mission alive,​ real,​ and relevant in​ the​ marketplace .​
Think of​ your firm’s mission as​ the​ magnetic north in​ your compass .​
For everything you do,​ constantly ask,​ what difference does this make in​ the​ lives of​ our customers? If it​ makes no difference (or the​ wrong difference),​ then why are you putting resources into it? Build this line of​ questioning into decisions you make and resources you allocate.
Create and maintain laser-like internal alignment with your external mission in​ the​ marketplace .​
Everyone’s job should have a​ direct connection to​ serving the​ customer .​
That means tying rewards and consequences to​ how everyone at​ your firm contributes to​ building client relationships .​
Even if​ someone has no direct client contact,​ they’re supporting someone who does .​
Connect the​ dots between what they do and what it​ means to​ the​ client.
Create new customers for old packages .​
Chances are,​ you haven’t saturated your current target market .​
Don’t let the​ basics that got you to​ your current level of​ success fade away .​
And what about new target markets? What successful services do you have that you could offer to​ another segment?
Create new services for old customers .​
Do a​ little research…ask people on​ your front line what they think your customers need .​
Ask your customers directly or​ hire an​ outside firm to​ ask for you .​
Find out why you won and lost business .​
You’ll be surprised,​ inspired,​ and motivated by what you learn.
Create new packages for old services .​
Take what you know or​ do and put it​ into a​ new format or​ offering .​
You can create workshops,​ CDs,​ e-books,​ mini-books,​ on-line content,​ workbooks,​ checklists,​ and more out of​ just about any professional content you know or​ work with .​
Think beyond just charging an​ hourly fee for your services .​
Productize what you know by offering people helpful tools they can use.
Ensure you and your leadership team are role models for the​ rest of​ your firm on​ how to​ create lasting relationships .​
What behaviors,​ words,​ standards,​ and approaches create lasting relationships with both clients and employees? Make sure your senior team walks the​ talk and,​ if​ they don’t,​ fix the​ problem .​
If you can’t model how to​ create lasting relationships at​ the​ top,​ others are less inclined to​ do it​ well.
Deliver on​ your firm’s brand promise through solid practice management .​
The mark of​ a​ true professional is​ when your firm’s own act is​ together .​
It’s not enough to​ be experts in​ your field,​ backed by the​ credentials and experience that are important to​ your target clients .​
You must also engage in​ continuous learning about your profession,​ your clients’ industries,​ and how to​ professionally manage your firm .​
Your firm’s leadership must act as​ a​ role model for how you want to​ be perceived in​ the​ marketplace .​
Are these high standards to​ set for your firm? Absolutely .​
But then again,​ you’ve already proven you do the​ basics well.
Resting on​ your laurels will only go so far.
Sooner than you think,​ loosing your focus on​ marketing will put you back to​ square one,​ scrambling for clients and worried about cash flow.
Except this time,​ the​ stakes are higher,​ your profile in​ the​ marketplace is​ higher,​ and you have a​ lot more to​ lose .​
So why go there? Take your firm to​ the​ next level,​ and be confident you won’t have to​ look back!
References
Putman,​ a​ .​
Marketing Your Services .​
New York: John Wiley & Sons,​ 1990.




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