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 Often there are out of date magazines, charity leaflets and old pictures, but rarely up to date brochures, posters on the wall extolling the virtues of your services, or testimonials from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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