Some lawyers are killing it marketing their practice through social media. Some are not. When it comes to marketing, there are different strokes for different folks. This is important for young lawyers to know, because they sometimes look at what the partners are doing to generate business and cannot see themselves doing those things. They do not understand that there is more than one way to win a client.
Back when I was practicing law, I used to say that my greatest skill was doing lunch. I did an awful lot of lunch with some pretty good business development results. I have previously written about how I used my lunch meetings to develop personal relationships. You can read about that here: Eating Your Way to A Great Client Base
During my lunch meetings with potential clients, I often used the power of doubt to sell my legal services.
Back when I was practicing law, I was responsible for bringing in business to feed myself and a nest full of hungry associates and law clerks. In my early days I was not able to do that using LinkedIn, because someone had forgotten to invent social media. By the time that LinkedIn was in full swing, I had already fallen into a pattern of relying on networking to develop business. It worked well for me, and I really enjoyed having my partners treat me to lunch four or five times a week.
“The bitterness of poor quality remains long after the sweetness of low price is forgotten” is a quote frequently attributed to Benjamin Franklin. Quite true, but it is more complicated than that when we are dealing with things, such as legal services, that the consumer often does not understand.
There was this one time that an accountant called me to let me know that our mutual client had called him for advice about firing one of his employees. The accountant suggested that the client give me a call, seeing that what the client needed was legal advice.
My first reaction was to wonder what type of an idiot client calls his accountant when he needs advice about employment law.
Over 20 years ago, the flavour of the month in the legal press was that medium sized firms were doomed. The big firms were coming after our clients and we were going to lose them all. We had to merge with bigger firms or die. And yet, medium sized firms continue to flourish.
I have written before about how lawyers are usually fairly good at dealing with their clients in a truthful manner in the course of providing legal services, but not quite as accomplished when it comes to their marketing. Let’s look at this in the context of the most basic element of law firm marketing – how law firms identify their lawyers to the public.
I expect that “honest” would not be the first word that comes to mind as a general description of the business culture in Canada, or anywhere else for that matter. The idea of “buyer beware” (or “caveat emptor” as we lawyers like to say) is well ingrained in our business culture, and we all expect businesses to create “spin” when they market their goods and services.
Legend has it that years ago in Toronto there was a law firm which embarked on what was then a somewhat unusual exercise. At the urging of their marketing consultant, this firm surveyed their clients to ask them what they thought of how the law firm delivered its services.
Young lawyers often think that there is some magic secret to building a client base, and that marketing is a mysterious and complicated endeavour. I disagree, and I say that as a lawyer who did not really “get” marketing until I had been practicing for quite a long time.