MARKETING TO PRIVATE CLIENTS - CONCLUSION
February 2010
My overriding message is that private client practitioners and firms of solicitors can no longer afford to sit back, worry and wait for the threats of the future. They have already arrived!
The firms that survive and prosper accept the challenges of the modern legal world, see them as opportunities and take decisive, determined and sustained action now.
Focus your efforts and thinking on getting your priorities right by using the three priorities:
- convert your enquiries into business;
- market to existing clients; and
- market externally to generate more enquiries.
If you focus on these priorities using the ‘have to’ targets and some of the tips, you will be in a much stronger position to deal with the external threats to your traditional business.
By adopting this kind of proactive mindset, you strengthen your position to compete and win or appear attractive enough to outside organisations or other legal practices for mutually beneficial joint ventures.
Ian Cooper is Britain’s most experienced specialist marketing consultant and skills trainer for the legal profession. He is the author of 12 books including the Law Society Probate Section ‘Marketing To Private Clients … a Fast and Effective Guide’.
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