Where is your client sweet spot? For every solicitor running a law firm this is a really important question; one that they should spend some time considering. In this article I will explain why.
If you play golf or cricket, you will know that there is a sweet spot where, if you hit the ball in exactly that spot, you play an amazing shot. I play a fair bit of cricket but sadly, I rarely find the sweet spot. However, when I do, the ball sails off over the boundary with very little effort on my part. The sweet spot is a good thing.
In running your law firm, you will also have a sweet spot.
You will have some clients who you find real joy in working for. They love and appreciate what you do, you love working for them, the billing isn’t bad and everyone comes out of the other side with a big smile on their face.
It doesn’t matter whether you act for individuals or businesses, some of your clients will be right in your sweet spot.
If you do conveyancing, there might be certain roads around your town or city where clients just seem to be an exact fit for you. If you are a conveyancer and you haven’t yet identified that sweet spot, read on to see why it is worthwhile that you do.
If you provide business services, you might find that a certain size of business, or businesses with a set amount of turnover are right in your sweet spot. You enjoy working for them, they value what you achieve for them and everyone is happy. If only you had more of them?
If you don’t yet know where your sweet spot is, my strong advice is that you do some analysis on your files, completed or current. Take out the best files (or get your fee earners to do this), then find the similarities; they will be there – they always are.
Then, the next part is the fun part. Go and find some more clients just like them.
For example, if in my conveyancing example above, you discover that your best clients, paying good fees and being a pleasure to deal with, come from three or four large roads with lovely detached houses on them, you can put in place a plan to attract more of these clients. I read about an Estate Agent in the States who did just this. She identified the roads she wanted to sell houses in, then every single month she put something through each of their letter boxes to prove her expertise at selling in these roads. In time, the people selling in these areas didn’t call anyone except her.
Couldn’t you do the same?
If you are a business solicitor, you might, on assessing your files, discover that your sweet spot is manufacturing companies turning over £1 million to £5 million. Once you know that, it is so easy to acquire a database of more companies just like this and target them using direct mail or by constantly writing articles to serve them and adding them to your website (or both might be smart) to attract more of them.
For my services, I know my sweet spot. It is a sole decision maker, already running Google Adwords but not quite obtaining the results that they would like, turning over £250,000 to £5 million and who is very keen to grow their firm to the next level. I know that I can dramatically improve their turnover, profits and the joy in running their law firm. This makes them very happy and as I obtain my job satisfaction by transforming the success of the law firm owners that I work with, it makes me very happy too.
My strong advice is that you spend some time assessing exactly where your client sweet spot is, then go out and find more of the same. It will make this year a very good year for you.
If you are in my client sweet spot that I mention above, my strong advice is that you get in touch with me sooner rather than later. It will work out well for us both if you do.
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