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

Chris Rennie

Nick takes a no-nonsense approach, cuts the fluff and gets straight to the point – which is an approach that you see very little nowadays in the world of marketing where you have many gurus with complex approach that most probably never work. I look forward to working with Nick.

Mark Shepherd

I have worked with Nick for many years. He is an excellent consultant and helps law firms and businesses attract the clients they are looking for. Highly recommend.

Michael Birch

Less than a year ago I asked Nick to help me grow our practice by making the telephone ring.

He’s certainly done that and much more.

The improvements are incredible and Nick has guided me through the many challenges of scaling up, not least the need for a client focused approach.

This has allowed me to start the next phase; organising the practice to ensure a better lifestyle balance for all of us, whilst we continue to grow.

Iain MacDonald

Excellent consultation very practical and straight forward planning, positively and optimistically reimagining a small law firms prospects.

Carl Atkinson

I have enjoyed working with Nick over the past couple of years and his advice has helped me manage and improve the marketing of my business.

Nick has provided many helpful and practical suggestions to improve my marketing strategy and I am happy to recommend his services.