How Many Ways Can You Get Clients as a Lawyer?
How many ways can you get clients as a lawyer?
One of the first things I review with lawyers is the variety of ways they attract new clients. At first, I am usually greeted with a blank stare when I pose the question: “How many different ways can you get clients as a lawyer?” A statement like: follows the puzzled look
“I can’t afford too many marketing initiatives. I rely on referrals and word of mouth.”
The folks who offer up this response have three specific problems:
One: They have decided to cap their income.
The fewer ways you have of attracting new clients, the less opportunity you have to grow your firm’s revenue. Keep in mind; I love referrals. I think you should have a system for nurturing referral relationships. , Referrals will generally come from people who know you, like you, and trust you. Most of us – even the super-networkers – will have a limited sphere of influence from which we can attract referrals.
Two: They do not know that there are more personal forms of marketing.
Networking is an excellent way for attorneys to contact potential clients, but the follow-up from networking (which is marketing, by the way) is how the relationship grows. Educational events are fantastic ways to introduce the value you provide to potential clients. Writing articles, giving speeches, and serving on the board of directors of a charitable organization are ways to develop new relationships and potential clients.
Three: Too many attorneys are looking for the magic bullet.
They want one way to attract 100 new clients. They want the easy money that comes with running ads or mass mailing. The trouble with these marketing firms is that they are expensive, and their effectiveness is often fleeting.
The key to developing new client relationships lies in the diversity of your marketing efforts. I have been developing my clients’ business strategy for my entire career (28 years). I have seen very few individual marketing methodologies that consistently attract hundreds of clients – yet I have seen hundreds of ways to attract one client. The key to growing your law practice lies in improving the diversity of your client attraction tactics.
So how many ways can you get clients as a lawyer?
If you struggle with the answer to this question, join my Inner Circle Business Development Community. We work together to help you get clients as a lawyer.