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| Jan/Feb 2010 |
| Features |
Marketing your Law Firm 45 Ideas to Boost your Firms Business
On several occasions, I have offered programs for CLLA and NARCA members that described how I created a law firm with 140 employees. I have expanded the program content to include 45 tips, which are below.
Name, Address and Phone
1. The firm name should show some strength and size. Creditors like to know that you have some backup. John Jones & Associates would be a better name than The Office of John Jones.
2. Simplicity. The name should be easy to pronounce and not be six names long.
3. The name should remain the same — and shouldn’t change each time someone leaves the firm. Coca Cola did not successfully change its name to Coke Classic.
4. Address should be simple, but not a post office box. A P.O. box gives the impression it is just a mail drop.
5. Use your city name. Provide the well-known large metropolitan city name — not a suburb where the office might be located.
6. Use an “800” number, your e-mail address and Web site address on stationery to clients and other forwarders of claims. It gives the appearance of strength.
7. When giving a presentation, put your agenda in writing. Provide it to the audience using your stationery so the firm name and address is constantly in front of them.
8. Promote additional resources. If you have a branch office or large staff, let it be known.
Contacts With Clients
9. Use every excuse to make contact. If you see in the paper that someone is getting a promotion or award, send a note of congratulations.
10. Use salutations like “Dear Don” — and NEVER “Dear Sir/Madam.” Sign with your first name, not your last, to encourage a friendly relationship.
11. Develop a high-quality brochure, but don’t build a book. It won’t be kept. The document should deal strongly with the subject of backup for handling claims.
12. Have a professional appearance. Don’t opt for far-out fashion. Be unique without being strange.
13. Provide clients with a Rolodex card. Place an emphasis on “COLLECTION ATTORNEY” on the lip.
14. Be on law lists, which target your prospects. Get to know law list representatives, since they are often called upon for recommendations when they list several firms in a city.
15. Sign mail yourself. Don’t use a stamped or computerized signature.
16. Issue short, but informative, reports. Don’t issue a form report — except when it is requested by the client.
17. Join associations. Belong to associations where the members engage in your areas of expertise.
Contact With The Public
18. Find a nitch, and study it to become an expert. Once you can speak on the topic, make credit groups aware that you are available to speak. Many trade associations, chambers of commerce and credit union chapters are constantly looking for speakers.
19. Advise your friends about your business. They may network for you.
20. Encourage site visits to your office to showcase your operation. Advise the staff when a visit is planned so that desks will be neat and office attire will be appropriate.
21. When speaking to a group, view your meeting room in advance. Use the microphone properly so the audience can hear you. Dress appropriately. Make sure the room does not have too many seats; it can make the audience look small.
22. Write articles about your nitch. Send them to newsletters and newspapers.
23. Create your own office newsletter. The newsletter can be print or online.
24. Join civic and charitable groups. Be active in your community.
25. Check all listings. Make sure your listing appears properly on Internet directories..
26. Develop a list of credit grantors. Send the contacts on your list a newsletter.
27. Applaud other industry members’ efforts. If you see the name of a creditor who has been doing something good in the paper, use it as an excuse for a contact.
28. Participate at meetings. When you ask a question at a meeting, stand up, identify yourself, speak loudly and ask a good question.
Attending Conventions
29. Go to conventions. Attendance at industry conventions is essential.
30. Identify yourself. Always wear your name tag, and wear it high.
31. Try to meet everyone. Each convention attendee is a prospective forwarder.
32. Spouses can be very valuable. Bring them. Let them circulate.
33. Circulate and work the room. If other members of your firm are at the conference, don’t spend your time with them. Do not eat meals with members of your own firm — that is a great time to meet other people.
34. Follow up conversations with people you met and people who did a good job on presentations with a note after the convention. Use every excuse possible to send a complimentary note. People like to be appreciated, and it helps build a bond.
35. Take new people under your wing. It makes you feel better and may help both of you; but don’t mentor someone just because it may help you.
36. Attend all educational sessions. Also participate in any breakout sessions for more intimate contact with the attendees.
37. Volunteer to work on a committee. You’ll get exposure by actually working.
Competitors and Ex-Employees
38. Never badmouth a competitor — a kick is a boost. Competitors can feed off your business when there is a conflict. When you speak well about a competitor, it shows the strength of your office.
39. If an employee leaves, try to part on a friendly basis. Former employees can spread bad views throughout the community — and might not hesitate to do so.
40. Don’t become known as a fee cutter. Your competitors will dislike you. You won’t make a good living, and you cannot properly serve your client.
41. Pay attention to who your competitors are talking to. Know your friends — and foes.
General Thoughts
42. When trying to meet someone at a convention, know something about
the person. It will help you conduct a good conversation.
43. Read industry magazines and newsletters. They can provide ideas and
opportunities.
44. When speaking with potential clients or forwarders, do not plead for business. Let them know that you are doing very well.
45. Be pleasant and upbeat. Nobody likes a grouch. |
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