Use these law firm business development strategies to get ahead in 2022
What law clients expect continues to change, and these law firm business development strategies can help small law firms stay in the game.
1) Remember that marketing is not selling.
Law firms of all sizes need to create a marketing plan, but even the best plan will not automatically result in new clients. Your firm must think of marketing as lead generation, but closing the deal requires a relationship.
Whether you operate a solo practice or have a sizable staff, create a process for personally reaching out to incoming leads. Everyone on staff, from your receptionist to your attorneys, has the power to establish a positive impression and relationship from that first outreach. Landing a new client begins with that initial interaction.
2) Ask for and reward referrals.
The majority of new law firm clients, especially for small firms, come from referrals. Individuals ask friends or family members for lawyer recommendations while business clients will find referrals from colleagues and other contacts.
Remind your clients that you encourage and welcome referrals. You might also consider rewarding referrals with a monetary bonus, gift card or other incentive.
3) Ask for feedback.
Your current clients hold a wealth of knowledge that could improve your law firm. As part of your client service efforts, occasionally ask your clients for honest feedback. Ask them what works well for them and what they would change.
This proactive communication supports business development by ensuring client satisfaction, and it also offers you the opportunity to improve your firm’s processes. Each time you support clients’ needs, you improve the odds of generating a referral. You also develop a reputation as a client-centered firm, which will bolster business development efforts.
4) Meet new people.
Even seasoned lawyers with deep networks need to branch out and meet new people. Strategic networking will not only expand your pool of potential clients, but it will help you stay current on developments in your region and the industry.
In the era of remote work, developing professional relationships has become more challenging. Consider spending at least part of your time in a coworking or shared office environment, in addition to seeking out professional networking groups.
5) Share your knowledge.
Your best assets are your brain and experience and they represent an incredible business development tool. Whether you speak at legal or professional conferences, write a blog or tweet about your practice area, you can use your knowledge to help bring more clients to the firm.
When people experience the depth of your experience in one of these settings, that helps set the stage for a more informed first client meeting. They already know what you offer and what to expect, which brings you one step closer to closing the deal.
6) Collaborate and cross-market.
Other lawyers and professionals in other industries can become your best business development partners.
Consider who in your network offers a complementary service to yours. How could you partner on marketing or collaborate on a case to the benefit of you both? How could you strategize a joint offering that improves the client experience?
7) Nurture your online reputation.
In addition to soliciting feedback and referrals, ask clients to leave positive reviews online. Five-star reviews on Facebook, Google, Yelp and other sites will help drive more traffic to your website and generate more business leads.
Thank your clients for positive reviews and always respond directly to both positive and negative comments online. A great response to a negative review shows potential clients that you care about client service and will go the extra mile.
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