Solo/Small Firm
Beat Your Competition!
Stay top of mind to win more business.
Written by Martha M. Newman
Working remotely and communicating with prospects and clients without
seeing them in person makes it more important than ever to ensure your
firm’s visibility through frequent interactions that bring value and
build trust. Chances are many law firms have stopped doing business
development, thinking pessimistically that virtual contact will not
produce new business. You can take advantage of that misconception.
Go Beyond Legal
Whether you represent small companies or large corporations, familiarize
yourself with their current markets, business trends, and legal
challenges. Set up Zoom meetings or phone conferences to ask questions
about their businesses and demonstrate your market knowledge. Provide
guidance on how new legal developments will affect the client’s
business, operations, and brand. You can leverage that market knowledge
by producing blog posts, articles, or short videos that can be emailed
to clients, posted on social media, and placed on your firm’s website.
Capture Clients From Other Firms
Layoffs, working remotely, and staff shortages have caused disarray in
many law firms. Response times are slower and quality of work is down,
resulting in dissatisfied clients who may be open to switching law
firms. If your firm is running efficiently and keeping quality high, you
have a unique opportunity to show these wavering clients why your firm
is a better alternative.
Make It Easy to Change Firms
One reason clients stick with law firms despite mediocre service is that
changing firms sounds hard. Tell them ways you can help ease the
transition. Explain that after the change is made, you will call their
former counsel without charge to learn about the client’s current
matters. Assure them you will meet with the legal department to increase
your familiarity with their business and review existing files.
Follow the General Counsels You Already Know
Approximately 40% of in-house counsel have indicated they would be
looking for another job in 2020, according to BarkerGilmore’s 2020
In-House Compensation Report released in June.
Track the GCs you know to find out whether they have moved to other companies. Monitoring their movement and congratulating them on their new jobs increases your chances of keeping their business.
Find Out What Clients Think of You
Set up client service interviews online to have open and honest
conversations with them about their experiences with your firm and any
sources of friction that you can eliminate. Ask them what they value
about the relationships with your attorneys and what the firm could do
to enhance that value.
Work Your Network to Help Others
You can deepen your relationships with clients and perhaps get new
matters by introducing them virtually to members of your network who can
give them business, provide employment, or serve as resources. People
who are transitioning into new positions or changing industries need
connections that will lead them to fresh opportunities.
Redouble Your Outreach to Current Clients
Give your clients the gift of listening. Touch base to find out how the
shutdown has affected their businesses, their families, and their
morale. Just remembering them with a quick email, LinkedIn message, or
phone call will show you are thinking of them and may result in new
business. TBJ
MARTHA M. NEWMAN
is a former oil and gas litigator and owner of Top Lawyer Coach. She
specializes in lawyer coaching and consulting in the areas of law firm
management, business development, leadership, time management,
presentation skills, career advancement, and job interviewing. Newman
has been awarded the Professional Certified Coach, or PCC, credential by
the International Coach Federation in recognition of her coaching
excellence. For more information, go to toplawyercoach.com.
