Whatever you think of High Street Banks the one thing that they do fairly well (and more importantly almost relentlessly) is to promote the full range of their services to their existing clients. Look at the post you receive from your bank, whenever you hear from them with any form of communication I can almost guarantee that you also receive an offer or promotion from them about another one of their services.
I believe that the banks are one of the best placed businesses to compete with you once the legal services market is opened up in 2011, so it is worth looking at the way they market their business now and learning how you can apply it to yours. This is always a great way of learning new marketing and sales techniques to help you improve your own business.
When the bank sends you a statement, they will also include an offer to upgrade your account or a cross selling message to buy travel insurance. There are two great points here to learn from here; one is that just by sending you a statement your bank is keeping their business name at the front of your mind and the second one is that they are not missing the chance of trying to sell you some more of their services. So even if they enclosed no sales literature you would be thinking about them.
Applying this to your practice, how can you communicate with your clients on a regular basis to keep your practice name “front of mind”? This can be “matter-related” or simply a financial statement of money on account. If you send them quarterly, should you send them monthly?
The second point to be made is what sales literature can you enclose to cross sell some of your other services? What else can you include with your mailing to let them know about your other services? If you are writing to a conveyancing client, why not include a will brochure. If you are writing to a business client, tell them about your private client services. Each time you are writing you are incurring postage costs anyway, so make the most of them by enclosing some sales literature or information about your services. This one tip alone is responsible for thousands of pounds worth of extra income every month for my clients so can you start using it now?
If you only have one type of promotional literature either obtain some more if you have the budget, or if not simply make an offer on some letter headed paper, but do something to tell your clients about all of the services you can offer them and remember to keep on telling them!
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Author: Nick Jervis