Bringing in new business for law firms can be difficult at times. Some solicitors seem to have the knack. Others are not so sure-footed when it comes to bringing home the bagels.
So, what sets the rainmakers apart? There’s no single technique. They use a combination of different ones encompassing both direct and indirect methods. Of course, this must be allied with the confidence to ask in the first place. Getting over your reluctance to do this is the first hurdle to overcome.
Once you have done that, you can divide up your activities into five areas:
- Client care.
- Media coverage.
It’s always easier to start with the low hanging fruit. Clients for whom you have previously done work know you. They have a bond of trust with you and are highly likely to provide you with new work in different legal areas. If you’ve completed a house conveyancing transaction for a client, you should move on to arranging their will at the very least.
Here are the first few hints and tips for making the best use of client care techniques:
Even for existing clients, this may sound very time-consuming and an ordeal to manage. It’s not. If you have a CRM module or a Strongroom module in your practice management software, updates on key dates, birthdays, the age of a will etc. will be provided to you. Failing that, your diary is your updating mechanism.
This doesn’t mean you have to become the next go-to expert for the national media. Local media are just as valid and can be a great source of new business.
There are many instances of solicitors making good use of media to promote themselves and generate new business – perhaps the most well-known being Nick Freeman.
What on earth is networking? It’s not just attendance at free junkets, but this umbrella term does cover a multitude of sins.
Attending events is all well and good but go with an objective in mind. The important thing to remember is to come back from them with something you didn’t have before – even if that is only a slightly raised profile.
So, what can you do?…
One guiding rule: you’ll get more out of events you organise yourself than you will by attending those run by others.
When it comes to new business for law firms, online is the key place. Your shopfront is no longer physical. It’s virtual. Your online presence has replaced it. It’s not just your website. There are many channels within online:
Of all the five areas covered in this article, this one is perhaps the most important. If your shopfront looks good, business will follow.
Of all sources of new business for law firms, this is probably the most satisfying. Most people who receive good service will tell a handful of their contacts. However, don’t forget that those who receive poor service will tell upwards of twenty!
A referral means you have done a good job for someone and they have passed on the message. It’s almost free publicity as well as new business.
So, how do you go about sowing the seeds?
Well, that’s 8+4+8+6+4 = 30 new business generation tips. Perhaps you may feel out of your comfort zone using some of them. However, the more you do, the more accomplished a rainmaker you will become.
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Our clients range from small start-up legal practices to multi-partner, multi-site firms.
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