Tesco Law – Is There Really Any Need To Worry About It?

Nick Jervis' Law FIrm Marketing Plan
Nick Jervis, Law Firm Marketing Consultant & Solicitor (non-practising).
With the changes to the legal profession now only a few months away in October 11, the fear factor has always revolved around so called “Tesco Law”. Will the giant of the supermarkets come in to the legal profession and bulldoze their way into the legal services market wiping out all of the competition along the way? Well the good news is, after a trip to my local Tesco supermarket, I am certain that you have nothing to fear.

I am lucky in my home town of Nailsea to have a Waitrose as well as a Tesco. One day over the Bank Holiday weekend I had to go into both stores in quick succession. On entering the Waitrose store a member of staff smiled in my general direction, the aisles are nice and wide, an air of calm sat over the whole store. I was able to be quickly served by staff at the delicatessen counter and any restocking of shelves was going on around me but did not interfere in any way, shape or form with my shopping experience. When I needed to find something I was personally taken to the item in question. Finally, the checkout experience was simple and painless.

In a false state of calm I walked down to the other end of the High Street to Tesco. What a difference. Shelf stackers were everywhere, making it hard to get to any of the shelves without having to wait or move people. My wife dared to ask if there was any chance of her taking something from the shelf and was met with the confrontational response of “Well I have to load the shelves you know!” Lovely customer service!

Rather than the staff pushing trolleys being very careful to keep out of my way I am completely serious when I say they actually deliberately seem to drive the trolleys at speed into the path of oncoming customers. It almost seems to be a game amongst staff to see who can cause the most customers to jump out of their way for fear of damage to their vital organs. I was utterly amazed how aggressive all of the staff seemed to be towards their customers. At the checkout after the now eco- friendly but infuriating “do you want carrier bags” to which I always have to stop myself replying “No that’s fine I will levitate the shopping home” (sometimes I forget the reusable ones) the food and drink was thrown down with as much haste as possible. I was delighted to get out of the shop as quickly as possible.

So do we really need to worry about Tesco Law? Tesco has been at the top of its’ game for many years. I wonder if Sir Terry Leahy is the next Tony Blair, leaving the ship just before the many problems that have been covered over rise to the surface. If my shopping experience is anything to go by that is certainly the case. So for Tesco my advice is to work on your core supermarket service offering before even considering moving into the legal profession. We already have enough businesses offering dreadful legal services (not any of my clients I hasten to add), we do not need any more of those. However, Waitrose Law, now that could be very interesting.

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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!