Steer your law firm ship; don’t stoke the fires

“I haven’t got time for marketing. I want more clients, but I simply do not have the time I need to set in place marketing activities to generate the extra clients.”

This is a lie. It’s a lie that you tell to yourself to make yourself feel better about your law firm not really changing year on year.

If you are using it, realise this. It is important.

It tells me that you are happy where you are. Well, maybe not happy, but comfortable. You have enough work but could do with more. The truth is you don’t have enough pain driving you to change your current position. A lot of law firm owners; a lot of business owners, are in this very position.

You see, to drive change, there has to be a real heartfelt desire to make it happen. Often, there needs to be a real pain that growing your law firm and your income will get you away from.

However, you don’t have to wait for the real pain to arrive. You can change and grow your law firm well in advance of this time, with a tiny little bit of work and some consistent action.

Whilst most solicitors feel it is a great big wedge of time that they need to grow their law firm, the truth is usually very different.

I often meet solicitors in my offices on a Steady Stream of New Clients Meeting who say that they haven’t really got going with their marketing because they know it will take a lot of time and effort and they simply haven’t had the time.

I see their eyes light up when I tell them that it is not more time that they need. The system that I advocateSteer your law firm ship; don’t stoke the fires to all of my clients is that whilst they have to steer the ship, it is everyone else that has to man the engine room, ensure it is clean and keep the crew fed.

As the law firm owner you just have to know what needs to be done, get other people to do it and then every month just check your numbers to ensure that they are going to churn out the numbers that you want for your law firm.

I provide guidance on numbers in my other articles.  Most solicitors choose the wrong numbers to check, so it might not be the advice that you are expecting, but it is very important.

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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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