Solicitors Marketing: Take Away The Choice And The Only Choice Is You

In my travels across the country I visit an awful lot of solicitors’ reception areas. I am often amazed that the one area that is completely in the control of the practice, and that is free to use to promote the services on offer, is often completely void of any marketing messages.

Being a solicitor myself, and having worked in private practice for 14 years, I understand that fee earners often do not think of themselves as salesmen. They do not like to “force” other legal services onto their clients. I can understand this fully, but it makes it even more important that when you do have a sales tool to help your fee earners (ie your reception area) that you make the most of it. Your reception area should be one of your biggest sales tools, but is it?

With fresh eyes walk down or along to your reception area and see what your clients see whilst, a completely captive audience, they sit and wait for their meeting. In my experience, all they will often be presented with is the following:

  • One or two daily newspapers;
  • Some old magazines
  • Local charity leaflets
  • Perhaps an old copy of one of your brochures (sometimes with a partners name that has since left the practice crossed out).

If you want to make your life easier and instantly win some new instructions, throw out all of the items above instantly, right now. The only items that should be in your reception area must be brochures, leaflets, press folders and posters promoting ALL of your services. This way, whilst clients are waiting for their meeting, they will only be able to read about your services.

“Take away the choice, and the only choice is you…..”

If you do not have one guide or mini brochure for every service, you should do. One brochure with your practice name on the front stands out as a “Sales Tool” and puts your client on notice that they are being sold to. However, items such “Useful Guide to Moving Home” or “Your Accident Guide” sell your services far more subtly. Clients will pick these guides up and find out about your services whilst waiting for you. If any of the services interest them, they will ask you or your fee earners for more information when you collect them from reception. This way your clients do the selling for you and for your fee earners. Isn’t it worth spending a little money on promotional materials to make your life a lot easier?

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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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