Legal Marketing Play to Win

Lawyers have a lot of communication with their clients. But the vast majority of interaction tends to be related to specific matters — requesting some information, reporting on the status of a file, scheduling something, checking on a payment. ...

I’m often reminded of a situation that happened several years ago. I was sitting in a building lobby killing time before an appointment. In the lobby was a small coffee shop. The line was long — out the door. The dutiful employee was making ...

Lawyers have a lot of questions about how to develop new business. Once they start working with a client, however, the question often becomes, “How can I expand the business?” The simple fact is that clients want to work with lawyers ...

I’ve noticed that the best rainmakers usually have really good legal administrative assistants (LAAs), and these lawyers are generally very good at engaging their LAAs in activities to nurture existing client relationships and even develop new ones.

I read an article recently called “Marketing Yourself as an Expert: What Clients Look For.” According to the research presented, there are five key factors that clients associate with “visible experts”:

• They come highly recommended ...
  Sally J. Schmidt - October 6, 2016

Recently, I interviewed the partners at a law firm as part of a marketing assessment. I asked each of them whether there is any particular industry or type of client the firm should target for business. One of the lawyers said to me, “I don’t ...

In my experience, most lawyers who don’t have a book of business would like to have one. And, if they don’t know how to build it, they’d like to learn how. Unfortunately, there are very real obstacles to business development success. The ...

Let’s say you just found out you have a rare illness. Suddenly, you are in the market for a specialty physician. You do some research, get some names and make an appointment with one or two doctors. What kind of conversation would you have? My ...

In a feedback interview, a client told a story to explain why a particular law firm did not get the work after meeting with him. He said the firm brought a team of lawyers to the meeting and the partners were doing a good job of asking questions ...

Recently I was contacted by someone looking for good articles on cross-selling. I noticed that a lot of material discussed the obstacles — compensation systems, internal competition, lack of confidence in colleagues, lack of knowledge about firm ...