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How to Take Your Law Firm to the Next Level

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  • How to Take Your Law Firm to the Next Level

    If you can confidently answer "yes!" to the following metrics, then you're ready to take your practice to the next level:
    • Is your firm's mission perfectly aligned with your market?
    • Do your marketing efforts create exactly the relationship your customers most want and need?
    • Are your services well packaged, presented with a What's In It For Me? punch, and priced at various levels?
    • Do you know exactly where and how to promote your firm's services?
    • Does your marketing system routinely and predictably create the kinds of new customers your business requires?
    What happens next in many successful firms, however, is not good news. Instead of sticking with what's created success in the first place, the focus shifts away from a marketing mindset. Instead of being an essential lens through which people in your firm view their role, marketing as an every-day focus fades from importance. After all, why continue to invest the time and resources on marketing when you've got more business than you can handle now anyway? And shouldn't you spend time on what's now important, like internal operations, serving current clients, and other more urgent priorities?

    The answer is an emphatic NO! Not only will you erode all the hard work you've invested get to where you are, but it will be much harder (and expensive!) to turn your now larger and more complex ship around, once you lose that marketing mindset.

  • #2
    The truth is, that once your professional servicing Law firm gets more successful and, by definition, more complex, your energy and focus turn naturally more inward. As your business grows, it takes on a life of its own in the form of meetings, policies, training, politics, and reports. The larger your firm gets, the more energy is directed inward - it simply takes more planning, management, and systems to keep things running smoothly.

    So how do you keep your firm from being consumed with internally focused activities? By developing and executing a strategy to...

    Keep your professional servicing firm's mission alive, real, and relevant in the marketplace. Think of your firm's mission as the "magnetic north" in your compass. For everything you do, constantly ask, "what difference does this make in the lives of our customers?" If it makes no difference (or the wrong difference), then why are you putting resources into it? Build this line of questioning into decisions you make and resources you allocate.


    • #3
      Create and maintain laser-like internal alignment with your external mission in the marketplace. Everyone's job in your professional servicing firm should have a direct connection to serving the customer. That means tying rewards and consequences to how everyone at your firm contributes to building client relationships. Even if someone has no direct client contact, they're supporting someone who does. Connect the dots between what they do and what it means to the client.

      Create new customers for old packages. Chances are, you haven't saturated your current target market. Don't let the basics that got you to your current level of success fade away. And what about new target markets? What successful services do you have that you could offer to another segment?