Why Solicitors Must Set Goals And How To Set Them

You have to have a goal to score – Sir Alan Sugar

Sir Alan Sugar, who always reminds me of Nookie the bear (remember that ventriloquist doll?), said in his book, and for once I fully agree with him that “You have to have a goal to score”.

I don’t agree with much of what he says and does on the Apprentice as he seems to change his mind every week, but I still can’t stop myself from watching it.

Anyway, the point is that you have to know where you are trying to go with your law firm to have any chance of getting there; well that is at least until Elon Musk develops the ‘self-growing law firm’.

I speak with a lot of solicitors every month and, perhaps not surprisingly as I am a marketing man, the topic of conversation is that they would like some more clients.Why Solicitors Must Set Goals And How To Set Them

In response to their question I then ask them how many extra clients they would like each month.

Without exception, they rarely have a number in mind.

I find this surprising and can see Lord Sugar shaking is head in disbelief and pointing to the door….

The thing is that once you have that number, life becomes so very much easier.

Let’s say the number is 10 new clients, which might each generate £1,000 in fees, so an increase in £120,000 turnover per annum.

If you know that you convert 1 in 2 enquiries into clients, you then know that you need 20 more enquiries, over and above your current level, to get these extra clients.

It is then really easy to put some meat on the bones and decide which marketing tactic you are going to use to generate these 20 leads. You also know that you could spend up to 1/3rd of the additional fees to generate them and still make a profit. Of course, if you could spend less then there is even more profit, but that should be your starting point.

Target and goal setting is an incredibly important thing for every law firm owner and business owner to do.

It is why I dedicated a double issue of my law firm growth training magazine Marketing4Solicitors to setting goals and targets. The issue maps out a precise process to follow to take you from having no goals or targets to scoping out both your law firm and your personal goals. It is very comprehensive and perhaps, more importantly, a fun thing to do!

Join me and let’s start mapping out your fantastic 2020!


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.