How Can Hotels Help You To Market Your Legal Practice?

The econonomy has changed, clients expectations have changed, have you changed too?

I meet some amazing people on my travels from one solicitor practice to another many times a month. Some solicitors really understand that the legal market place has changed dramatically and will always continue to do so. They embrace new opportunities to communicate with their clients and to offer more value to them.

Others, however, long for the old days, when clients frequently walked through their door without any advertising, when referral fees did not exist and the world was a much brighter place. Solicitors could charge very healthy fees and there was much less competition so it was much easier to secure new instructions. Solicitors could generate a “client for life” simply by “being there” and doing an adequate job. That really was largely enough.

Those halcyon days are now gone, and gone forever. Clients expect, demand and most importantly deserve a lot more, and if you are not prepared to give it to them they will go elsewhere; fact. And why shouldn’t they? Why should they go to a solicitor who does not make the effort to ‘woo them’?

Every business has seen dramatic changes to their market, the way they present their services and how they look after their clients.

Look at hotels, for example. Some years ago you would be happy to have a bed and a shared toilet many yards along the corridor. However, soon everyone wanted a little bit more. First an en-suite bathroom became the next requirement, then a television was expected as the norm. next people demanded a television with premium sports and movie content. Now people also expect to be able to have wireless internet access as standard. All of these extras were nowhere to be seen in the past, yet now hotel customers expect them as part of the service they receive.

When it comes to providing your legal services, and marketing your legal services to new clients and prospects, what can you do to improve the service for your clients?

How can you make your service more streamlined, more friendly and less stressful? What can you do to make the whole experience of visiting your legal practice more friendly?

The starting point here is to examine what you really provide. If you think it is just legal services it might be worth thinking again. You provide a service that ultimately either makes something happen (ie moving house or providing a will), or takes away a pain (family law, business disputes etc). Therefore, if you start from the position that you provide a stress relieving service, how can you make the whole process much less stressful for your clients?

Home visits could be a standard, or you could make your offices far more relaxing and stress free. One dentist I know of provides food and drinks to relax his patients.

How can you make your communications better? Can you stage payments of your bills to make your service more affordable?

You need to consider the supply of your service from your clients’ eyes. Only then can you start to see how you can improve the service and stand out from the crowd.

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Law Firm Marketing

Case Study

From biggest fee earner to no fee earning whilst doubling turnover

I’d been looking for somebody to help me with marketing for a while, and I came across Nick on Google.

That was three years ago, and in that time it’s fair to say that he’s had a massive impact on my business, and my life as a result.

In the early days, my goal was simple and specific: increase the turnover of the business so that I could take more money out of the business.

I had an amount in mind, and I expected it to take years to get there, but when I achieved it in just six months, it began to dawn on me that this guy really knew what he was talking about.

As a result of that early success, and with Nick’s help, I realised that my expectations were too low, and what I could actually achieve, with the right thinking and guidance, was far beyond what I’d ever imagined.

What Nick saw – and what he made me see – was that my business had fantastic potential, but to realise that potential, things needed to change.

Even before Nick got involved, we were getting a decent volume of leads, but it was what was happening to the leads that was the problem.

We weren’t tracking them, there was no process in place and to top it all off, we didn’t have a clear pricing structure, which meant that we were nowhere near as profitable as we could be.

And that’s where Nick came into his own. He built us a bespoke lead generation and sales process, and the results were staggering.

We pretty much doubled our turnover, allowing me to build a four-person sales and marketing team that gets us more leads and more sales.

Of course, Nick’s Google Adwords expertise has been a key part of our growth, and today it’s a hugely profitable marketing pillar for us.

But regardless of the medias or mechanisms we’ve used to grow over the last three years, it’s been Nick’s rock solid marketing plan that underpins it all.

He’s stopped me trying this and that, and got me to focus on the things that’ll have the biggest impact on the business.

And I think there’s a lot more to come – we still haven’t implemented everything that Nick has given us to do, and when we do, I reckon we’ve got around another £250,000 of revenue per year to add to our figures.

And it’s not just the business that’s seen a transformation – it’s been a personal transformation too.

When Nick first got involved, I was the biggest fee earner, and consequently I was reluctant to stop getting involved in cases.

Nick eventually made me see that if I was serious about growing this business, that needed to change and as time has gone on I’ve taken on less and less work – now I don’t do any of it.

And I only wish I’d done it earlier, because the result has been me having more time to build the business, and spending time with the people that are important to me.

Not only that, but the business is stronger, because it’s much less dependent on me.

Nick was right about that one, as he has been about pretty much everything else – it pains me to say it, but it’s true!

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