| The economy is the one subject that seems
to have an impact on every business that wants to attract more clients. A recession can
even have an effect on solo attorneys and small law firms.
How can this be?
People still need legal assistance even in a difficult
economy, right? Contracts still need to be written. Businesses still have problems. Why
would things ever slow down for a small law firm?
Yes, it is true that the law moves forward in good times
and in bad times. But, getting high-quality referral clients becomes a challenge for solo
attorneys and small law firms during a recession. Referrals dry up in an economic downturn
because many small business owners are not seeing as many clients as they have in the
past. Since they don't see as many people, they may not hear of as many issues that could
be relevant matters for your firm. Indirectly, the downturn in business for your referral
partners may result in a lack of referrals to your firm.
Here Are 5 Low Cost Ways to Combat the Recession and
Attract More Legal Clients for Your Small Law Firm
1. Differentiate Yourself
As times get tougher, many people will "dabble"
in your area of expertise. Make your prospective clients aware that this is happening.
Remind your clients that you do not handle issues in your specialty on a part-time basis.
If you are a criminal defense attorney, explain to them that you are not a real estate
attorney who takes a few criminal defense cases each year to "fill out his
calendar."
The reason people chose you in a good economy is more
important in a down economy. There is more competition out there. Focus on your unique
value proposition and hammer it home.
You must be able to articulate clearly why you are the best
choice for this client in this situation. Now, more than ever, your unique value
proposition is critically important. Make sure you highlight it as often as possible.
2. Help Clients Understand the Consequences of Bargain
Shopping
The client receives no bargain from parachute
manufacturers, heart surgeons, or legal practitioners. Paying less often means not getting
the best work. Your prospective clients must understand this, and you are the best person
who can bring it to their attention.
Help prospective clients focus on their own PERSONAL
economy. What consequences are they likely to face if this work is botched? What is their
exposure? If this situation is not handled, how much will they suffer? Do they want to
face this possibility armed with the best possible representation? Or do they want to take
a big, big chance with someone else?
3. Work Your Contact Lists
Every lunch you eat by yourself is costing you money. You
need to stay in front of the people who know you so they remember to refer clients to you.
While many people may not come into daily contact with friends or relatives who need your
services you never know when they may hear of someone who needs legal assistance. If you
are on top of mind they can offer to connect them with you. This happens more often than
you realize.
The best way to get these referrals is to sit down with
people and get to know them. Breakfast or lunch (and often dinner) provides the perfect
opportunity to breathe new life into a potential referral relationship.
Here's how this could work:
Invite long-time clients to lunch. Find out how you can
help them by providing some referrals to their business. They will almost always want to
reciprocate if possible. The more you give to them, the more they will want to help you.
4. Keep Your Name in Front of Everyone You Know Every Month
Monthly greeting cards are a terrific opportunity to keep
your name in front of people. Every month has a holiday that will serve as an excuse for
mailing your entire contact list. The more creative and memorable your message the more
likely your contacts will refer you.
If this seems goofy (after all, who gets a greeting card
from an attorney?), remember that being different is the point. For example, one side of
your card can say something like: "All of us at XYZ Law Firm wish you a safe and
happy Halloween. Thanks for thinking of us." On the opposite side it could say:
"We help people who are being chased by real goblins, monsters, and other scary
creatures waiting to attack your business (or your bank account)." Below this
message, you print your contact information.
The key is not to be overtly solicitous. You want to remind
people what you do and thank them for thinking of you.
Greeting cards are cheap, easy and effective way to attract
more legal clients.
5. Media Exposure Can Make a Difference
Getting your name and face in the local media can make a
difference in attracting new legal clients for your small law firm. You may not get
clients from actually appearing on television or being quoted in an article, but media
outreach can help enhance your credibility.
Prospective clients often view media exposure as a
surrogate for expertise. Giving a few interviews or commenting on a few out-of-town cases
for a local reporter will help keep your name in front of clients and it will position you
as an expert.
There is no reason your law firm should suffer in an
economic downturn. People still need assistance handling legal matters. The challenge
comes when your referral sources have reduced their business contacts because the economy
has slowed down. The key to survival and success lies in expanding your reach. Develop
these good habits now and you will attract more legal clients for your small law firm
during a recession. |
