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Solicitors Marketing - Stand Out From The Crowd!

Review Your Legal Marketing!

Before you do anything, you must know what it is that sets you apart from your competitors!

I often hear that solicitors feel they cannot distinguish themselves from their competitors. This is absolutely not true. Although the service you offer is similar the way you carry it out and the results you achieve can be significantly different. So what makes you better?

TIP: Ask your clients. If you are not sure you have a lot of people out there who know exactly what it is that makes them come back to you each time they need legal assistance - so ask them. Your clients will know often better than you what makes you special. Once you know, make sure you shout the message from the rooftops in all of your marketing communications.

Plan to succeed, don't fail to plan!

The television advertisements at this time of year are all about losing weight and becoming fitter. If you want to lose weight you have to do something about it. You need to plan to go to the gym three times a week or ride your bike to work, to plan to eat more healthily and plan to drink less alcohol.

Marketing is the same, if you want it to become a leaner, more successful tool for your business you need to plan what you are going to do. Set aside time every single week (and preferably every day) where all you do is review your past marketing, assess its effectiveness, and try and improve it. Also think about the marketing activities you have not yet tried, and plan to try them all one by one.

TIP: Put a recurring appointment in your diary system which must never be moved to spend time marketing your business.

Talk To Your Existing Clients At Least Four Times A Year

It is 10 times easier to sell more services to existing clients than it is to recruit a new client. I will repeat that because it is so important. It is 10 times cheaper and easier to sell more services to existing clients.

How can you do this? Here are some examples:

• A newsletter or a simple monthly letter letting your clients know about Home Information Packs, or why they should choose you over an Accident Claims Company.
• Multiple sizes and choices of brochures in reception and sent out to all new clients and prospects (see LawKits).
• Training your key salesperson to be aware of all selling opportunities (this is of course your receptionist who should have monthly training). You would not believe the number of receptionists I have seen send clients away thinking they did not offer the service wanted when they clearly did).

TIP: Make use of your current database, whether it is on a content management system or an excel spreadsheet. Failing to talk to your existing clients will mean they will go elsewhere.

If you take some action you will see some improvements, if you take none everything will stay the same as it has been or more likely will deteriorate. It is your business and ultimately your choice as to which direction you take it in, but for the sake of all of those people who rely on you, I advise action now.

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