Solicitors Receptions As A Marketing Tool For Lawyers


Solicitors Receptions As A Legal Marketing Tool

In my travels I visit a lot of solicitors’ receptions, some good, some requiring a little attention. The one point which always amazes me is the lack of self promotion.

We all know historically solicitors are not the greatest cross sellers. Often the conveyancing solicitor does not see the opportunity to refer to the litigation department and vice versa. So if you have a captive audience in your reception, the least they expect is to be able to find details of every service you provide, obviously focusing on the benefits to them. But this does not seem to happen. Often there are out of date magazines, charity leaflets and old pictures, but rarely up to date brochures, posters on the wall extolling the virtues of your services, or testimonials from extremely satisfied clients.

If you take one piece of action following this email, please take two minutes away from your desk to go outside and then walk back in and see exactly what your clients see. If you would not be impressed, they will not be either. If the task looks too daunting, just change one thing today. The journey of a thousand miles begins with one step..

Take away the choice, and the only choice is you!

Have you noticed over the last few years how supermarket checkouts have changed? They used to display magazines and many other “point of sale” items. These are now replaced with marketing materials for their own businesses. Whether it is Sainsbury’s or Tesco, you now only get to look at products or services that their extended business sells; from car and home insurance through to credit cards and mobile phones.

Whilst you stand at that checkout you are a captive audience. Without realising it your only choice is to look at their promotional materials. What great marketing. They took away your choice and until you read this you did not even realise! So what relevance is this to your practice? Have a look at your reception area. I expect in the majority of receptions there are daily newspapers, some sport magazines, of course plenty of charity leaflets and maybe at the back of all of this, tucked away in the corner, your practice brochures.

TAKE AWAY THE CHOICE!

Leave just your materials on display, and whilst your clients are waiting for an appointment with you they will read all about the other services you can offer. Simple yet highly effective as all good marketing should be!

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Law Firm Marketing

Case Study

One Partner Law Firm Changes Direction

We’ve been working with Nick about 10 years and throughout this time I have always valued his expertise.

When we first made contact with Nick we had been recommended to get in touch with him by another solicitor to “give us a hand with marketing”.

At that time we were focusing on personal injury work, but we had already decided to enter the medical negligence market.

Obviously breaking into a new market takes time and we still needed the income that came from the personal injury work to finance this going forward.

Nick put together a high conversion website which meant we had all the personal injury work that we needed allowing us to build the medical negligence side of things up gradually.

Now we specialise exclusively in medical negligence. Nick has been part of that growth in terms of strategy and the use of Google Adwords to generate good quality leads.

As part of that, he helped us with the entire website build, making it very marketing focused and it has worked extremely well.

As a result our firm has gone from strength to strength, more than doubling fee earing staff and turnover.