The Most Dangerous Number For Your Solicitors Practice

There is a number that, if prevalent in your legal practice, could have dire, even fatal, consequences. This number lurks and waits for you to start relying on it. It watches you toiling away to look after your clients and sees if you are going to challenge it, or whether you are simply going to accept it and work with it. Once you feel comfortable with this number, it then starts to mess things up for you.

This number is Numer Uno, Number One or No. 1. However you paint it, it is a horrible number. Let me show you why.

Example Numero Uno

You decide you are going to open your brand new law firm in the perfect offices in your local town or city. You arrange decorations, stationery and staff. The big launch day is approaching. You have a friend who arranges a huge launch, you are really going to punch above your weight and your practice will be off to a flying start. This is going to be the perfect start.

You are just waiting for that one supplier you have placed your order for all of your office furniture with to deliver. He could supply all of your office furniture, including the boardroom furniture for your launch day lunch, along with the interior and exterior office signage. He had such a good deal if you paid in advance that you would have been mad not to take it.

Then that one supplier went out of business…

Example Number 1

Your law firm is going places. You are busier than you have ever been, the work just keeps on flowing through the door and you are starting to make really nice profits. All of your work is generated by one method of marketing, a full page advertisement in the local business magazine. This has kept you busy since you first placed it. You cannot believe other solicitors do not advertise there, it is just so successful.

Then another two firms of solicitors start to advertise in the same publication, and offering cheaper rates. Your telephone stops ringing.

Example No. 1

You set up your firm, receiving new leads from a longstanding friend in return for the payment of a referral fee which is very reasonable. You fully intend to add other referral streams to ensure a steady flow of leads, but you are so busy serving the clients from your referral source that you do not have time to do this.

Your friend realises the strength of his position and triples his charges for the referrals.

One is such a dangerous number for any law firm. If you are relying heavily on one member of staff to generate the majority of your fees, or one core supplier of new business leads, or one method of generating your own new client instructions, please change this, quickly.

Do not let the number one control your practice in any way, shape or form. It will lie in wait and wield its power over you at the most inappropriate time.

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Law Firm Marketing

Case Study

Now I’ve got eight staff and two offices, and we’ve never been busier.

I’ve been working with Nick for the last six years, and in that time he’s had a significant impact on my business.

We first start working together when I worked at an employment law practice, and when I left there to set up on my own, Nick was one of the first people I called.

I knew that one of the key pieces to get right was the website – in this day and age it’s impossible to run a successful firm without one – and with Nick’s advice, help and guidance, we created our own marketing-focused site that has proven to be the backbone of all the sales and marketing that has followed.

But a good website means nothing unless people see it, and that’s why we turned to Nick to run our Google Adwords, which quickly became a primary source of leads.

In addition to running the traffic, Nick held our hand through every element of the client attraction process, from how to communicate with leads, to how to close sales, and the impact that had on our business cannot be understated.

And that’s why I will always recommend Nick to anyone who needs help with marketing – particularly legal firms: his breadth of knowledge about everything to do with sales and marketing means that he can (and does) help with every part of the picture, resulting in a stronger business than you could have imagined.

Since we’ve been working with Nick, we’ve grown quickly – back in 2013 it was just myself and my wife, and she was part-time.

Now I’ve got eight staff and two offices, and we’ve never been busier.

And if our lead numbers are anything to go by, it’s only going to get better – 2015-2016 saw us get 800 good quality leads in employment law, and that figure more than doubled last year. I can only look forward to more exciting times, working hand-in-hand with Nick to grow my practice and enjoy the fruits that come with that growth.

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