Legal Marketing Secrets

To Serve Clients Better, Ask for Critical Feedback

I’ve been in-house counsel to several companies and I’ve hired lawyers from all over the world and paid out millions of dollars in fees, and I would have to say that only a handful really get client service.  At the conclusion of a matter, whether it is transactional or litigation, very few ever ask for feedback.  They rarely ask whether I was satisfied with their work, attentiveness, billing, or how things could be improved.  They’re just not following through because either they don’t know what to do, don’t care, or they don’t want to hear any negative feedback.  The inherent problem with this lack of follow-up is that you will not improve on your service levels nor will you fully understand why a client leaves you.  Studies show that dissatisfied clients tell an average of 10-20 people and up to 93% of dissatisfied clients will not return to you and won’t tell you why! The statistics also indicate that many corporate clients are dissatisfied with their law firms; as only 24% would recommend their primary law firms.  This client dissatisfaction is not due to a lack of legal expertise; it’s primarily due to poor client service or perceived indifference. Don’t let this happen to you…ask for critical feedback and then address those issues.  Ask: “What could I do better?”  “How can I better serve you?” 

Ask for critical feedback and you’ll have a client for life!

Legal Sector Sees Slowdown -- Opportunities Abound

Reported in the American Lawyer on June 9, 2008, the U.S. legal service sector lost 1,100 jobs in May, according to U.S. Department of Labor statistics released Friday.

The decline marked three consecutive months of losses for the industry and made up part of the 49,000 jobs lost in the overall market last month. The national unemployment rate increased to 5.5 percent, the highest increase in two decades, according to The New York Times.

Legal jobs were down 1.4 percent, the same decline the industry posted in April. That month, the sector lost 1,900 jobs.

Layoffs at large firms, along with tightening throughout the market generally, contributed to the lost jobs last month. Among the largest firms to shrink their payrolls was Sonnenschein Nath & Rosenthal, which cut 124 lawyer and administrative positions. Hiring remains slow, making it harder for lawyers and nonlawyers to find new jobs in the sector.

In total, 1.17 million people, or less than 1 percent of the overall U.S. job market, call themselves legal service employees. They include: lawyers, paralegals, librarians and secretaries.

In difficult times like these, challenges can be disguised as opportunities.  By taking a good look at your current clients and prospects, and helping them get through these difficult times, you will be seen as a trusted and caring advisor, who will reap the benefits when they need counsel and advice.  Retrenchment is not a strategy...it's a recipe for disaster.

Take Aways From Interviewing Over 120 Experts

Did you ever want to know the real take aways from researching, speaking and interviewing over 120 world renowned experts and mentors in legal marketing, career development and practice management?  Well, if you're even just a slight bit curious, you should listen to my interview conducted by Julie Fleming-Brown, J.D., A.C.C., author of Life at the Bar LLC and respected attorney development coach for associates and partners.  Is this shameful self promotion?  You bet, but if it helps you in any way...it's worth it. These are challenging times, so it's not a bad idea to get as much help as you can to succeed easier, faster and with fewer struggles.

Listen to the interview by clicking here...Download cole_silver_april_2_2008.mp3

Use Public Speaking to Get More Clients

Use Speaking to Get More Clients

Speaking and making presentations that form memorable experiences, entertain and convey a high impact message can be a very profitable way to grow your business. In fact, public speaking is very comfortable for most lawyers. Like opera singers, many of us love to hear the sound of our voice. Whether it’s summing up to a jury or arguing a case before the Supreme Court, many lawyers are born speakers. Not only will speaking demonstrate your knowledge and expertise, but it will also allow you to develop an emotional bond with your audience. Speaking offers prestige, credibility, visibility, and can be a lot of fun.

Listen to Steve Markman tell you how to do it...Download steve_markman.mp3

Lawyers Need Not Live in Fear

Recently, James Dolan wrote an excellent article in the Texas Lawyer about how lawyers are constantly living in fear.  "Our firm is ruled by fear," said one attorney. "Hell, the whole profession is about fear. Fear of not billing hours, fear of not bringing in business, fear of losing business. Fear of not making partner. Fear of being in trouble with my wife for working too much, and, of course, fear of being in trouble with the partnership for not working enough."

Have you had enough of this type of career. If so, you should check out Monica Parker.  Monica, who graduated cum laude from Harvard College and earned her J.D. from Harvard Law School, is out of the fear business and is now a career coach helping lawyers make the difficult transition from law to something they love. 

Listen to Monica's interview here:  Download monica_parker.mp3

She can be found at:   http://www.leavingthelaw.com/

Law Firms Postponing or Rescinding Offers due to Slow Down

The Wall Street Journal reported today that some firms are rescinding offers made to incoming and summer associates.  The slowing economy is impacting more seasoned lawyers as well and is causing law firms to tighten their belts, close offices and shed unprofitable practice areas and people.  Some of the largest firms that have instituted layoffs include: 
• Cadwalader, Wickersham & Taft
• Clifford Chance
• Thacher Proffitt & Wood
• McKee Nelson
• Mayer Brown
• Winston & Strawn
• Sonnenschein Nath & Rosenthal
• Powell Goldstein

In late 2007, Jenner & Block, a top Chicago law firm ranked 77th among America's 100 top-grossing firms and best known for its trial attorneys, downsized its partnership for the second time in two years.  At least 10 partners were told they will have to give up their equity in the firm, with some being asked to leave.   

The bottom line is that marketing is more important than ever.  The firms that see client dev and retention as a strategic imperative will be the ones that prosper in difficult economic times.

Dominate Your Practice Niche

Focus is the key to many endeavors and marketing a legal practice is no different.  In many ways, clear and determined focus into the type of law you want to practice and whom you want to serve will dictate the pace and speed of your success.  Listen to Arthur Pressman, partner at Nixon Peabody, and an international expert at franchise law, describe in detail how he came to dominate an area of the law and become internationally known and successful.  The steps are there just waiting for you to take the lead.

Click here to listen to Arthur's interview:  Download arthur_pressman.mp3

Make Your Clients Feel Welcome

Customer service has become a "buzz phrase" that is rarely lived up to. A study done by Connell and Associates (2004) found that 45% of all respondents felt that most companies simply do not provide good customer service. In a Harris Interactive Study 80% of respondents stated they had made the decision to never do business with a company again because of bad customer service.

It all starts with your people, their phone skills, your lobby, the entire "client experience".  Of course, your administrative staff, paralegals and associates must be on board as well.  Then ask your clients how you did...and then ASK again.  What you don't know can hurt you!

Get everyone on the same page by treating your clients like the gold they are and watch your business take off!-Cole Silver

Is There a Magic Bullet to Legal Marketing?

Whenever lawyers of any kind gather to network or chat, the first question of consequence tends to be: “How do you find your clients"?  This might also be phrased as “How do people hear about you?” or “How do you market your services?” or “How do you generate leads?”  Typically, shared responses cite “referrals,” “word of mouth” and “networking” as best bets, with “advertising” as loathsome last but (for some) necessary evils. And when new clients do come around, all agree, they may bolt without warning toward a better deal across the street. It’s a frustrating and constant game of catch-up, missed goals, back-to-the-drawing-board… perpetual boom and bust!

Yet according to Ken Lizotte, Chief Imaginative Officer, and author of a new book from McGraw Hill called "The Expert’s Edge: Become the Go-To Authority that People Turn To Every Time", there is a magic bullet.  A crisp, fun and comprehensive guide, The Expert’s Edge outlines little-known yet proven techniques that can lift attorneys and their firms to the top of the heap.

To listen to Ken's interview...click here:  Download ken_lizotte.mp3

How to Properly Manage a PR or Litigation Crisis

Richard Levick, President and CEO of Levick Strategic Communications and one of our experts in the Raindancing Expert Audio Series has just published a book entitled: "Stop the Presses...The Crisis and Litigation PR Desk Reference." 

The book is an excellent reference for those of us facing litigation and PR problems since very few of us know how to protect our brand or how to properly handle a crisis.  What's more, with communication at the speed of a click of a mouse, you've got to act fast.  This book walks us through the steps to take in not only protecting our brand, but also our most important asset...our reputation in the marketplace. 

The book can be found on Amazon at:  http://www.amazon.com/STOP-PRESSES-Crisis-Litigation-Reference/dp/0975998528/ref=sr_1_2?=UTF8&m=A15RU5S5TL8ABH&s=generic&qid=1202841269&sr=1-2

Highly recommended! -by Cole Silver