Do you really need more clients for your law firm? Throughout my career I’ve worked with many legal practices and the answer I hear from most is “yes”.
Let’s turn that mindset on its head. How would it be if you had fewer clients but better ones than you currently have? Or alternatively, could you turn your existing clients into better ones?
Okay, so I’m a big fan of minimalism and modernism, but could Mies van der Rohe be right – can less really mean more?
Have a look back at the clients you have dealt with over the last year. Then ask yourself the following questions:
Your practice management system should be able to fill you in on the answers to 1 and 5 and you’ll probably recall your feelings about the others. However, it’s question 6 that should carry the most weight.
Once you have gathered your thoughts, think of the analogy of the retail sector. At one end of the High Street you have Primark. They sell all manner of goods in large quantities at low-end prices. The quality may be variable, but the goods are cheap. At the other end you have Harvey Nichols. They operate fewer stores, have a relatively narrow choice of very high-quality goods.
Primark operates by making tiny profits on huge volumes of sales. Harvey Nichols sell to a much smaller client base, but their brand image allows them to generate much higher margins. In effect, they are choosing who their customers are.
So, in which sector of the market would you like your legal business to operate? More clients for your law firm may not necessarily be the only way to go. I can’t answer that question for you. However, I believe that focusing on a niche area with a smaller number of carefully selected clients will allow you to do the following:
Once you have decided how you would like your practice to operate, you have a focus for your marketing to help you achieve that.
The obvious place to start is with some of your existing clients. Many of these will fit the “better client” profile. So, cross selling is the way to go. Also, don’t be afraid to ask them to recommend you to their peers. If they are satisfied with the work you have previously done for them; they will be more than happy to do this.
There are many methods you can use to market your practice to your new, more targeted audience. Take a look at the links below for further ideas.
© LawWare Limited 1995-2020
Our clients range from small start-up legal practices to multi-partner, multi-site firms.
Another great customer service experience from LawWare. My laptop had to be stripped back to factory settings as part of a repair - taking hours! In contrast, restoring LawWare took one phone call to the support team and I was up and running in 6 minutes. If only everything was so easy!
As the first commercial user of LawWare back in 1998, we have had no hesitation in remaining with the product through its development. We thoroughly recommend it to any firm looking for a practice management system.
The helpdesk is exceptionally good. Whatever the query there is always a human being there to help. No leaving messages or being advised to go to a website. The best computer service for solicitors I have ever used!
The linking of documents and casefiles saves so much time! I have experience of several accounts packages and I like that LawWare is simple to use and easy to learn. Support is quick and effective and staff are helpful and courteous.
I have worked with a number of Case Management providers over the years but have not come across anything with the attention to detail and thoroughness of LawWare. My colleagues and I have not been disappointed.
I can’t imagine trying to be a law firm in the 21st Century without 21st Century IT systems. Having a ‘single system’ that underpins all the work, whether we are in the office or out, is an integral part of what we are building.
The level of support is the main benefit using this system. The system itself once you have had training is simple and easy to use. We have a great relationship with LawWare and the ongoing support is second to none.
Significant preparation was required to configure and import the data from our old firm. We had to get all clients onto the new system and then learn how to use it. We just find it very easy to use, much easier than our old system.
Being a busy litigator with a growing firm it is incredibly useful to be able to view my files from any location with some form of internet connection. I am a fan, and want to keep working with LawWare to make a good product great.
The switch to the new LawCloud system, which is still on-going, has gone very well. We found the LawWare team without exception to be very helpful and knowledgeable. All queries are followed up and dealt with promptly.