Client Experience and Marketing Your Law Practice

This morning I read an article in RainToday.com, a newsletter directed to professional service firms, that talked about client experience, one of my favorite topics. The article, Starbucks, Disney and You: Why the 'Experience' of Your Firm Matters, reiterates some of my favorite points on the topic:

1. Contrary to popular belief, clients "give as much importance to "service value" (the experience delivered) as they do to "technical value" (the expertise delivered)." Many lawyers still think that being technically competent (or even technically excellent) is enough. And yet often, clients can't tell the difference between a technically competent lawyer and a technically exceptional one. But clients CAN tell the difference between a good experience and a frustrating experience - or a good experience and a fantastic experience.

2. Because most lawyers are still focusing on 'expertise' and clients are looking for service, this presents a "key opportunity to differentiate your firm."

2. It is better to demonstrate the experience clients will have with your firm than to attempt to describe it. Look at almost any law firm's marketing materials, websites, etc. They all talk about 'excellent client service,' but how many of them actually demonstrate it (either in their marketing or in their actual dealings with clients)?

3. In order to be effective, you must put yourself in the client's position when you're marketing your firm. Focus on how you can help the client, and the benefits the client receives from working with you, rather than focusing on your firm's 'expertise' or on trying to get the client's business. What is important to the client?

4. Make sure every encounter with a client or potential client provides value. This includes your website, marketing materials, etc. What value do those materials provide to the client? Have you provided them with helpful information, insight, ideas for their own business or their legal problem?

5. Focus on building relationships, not on getting a particular case or assignment. Strong, healthy, lasting relationships build strong, healthy, lasting law practices - individual cases and assignments don't.

6. Inform and advise clients, rather than promoting your firm and selling to them. Instead of touting your firm's experience and 'service,' demonstrate your experience and service by being an advisor and by offering value from the very first encounter with a client or potential client.

So, how are you going to change your marketing efforts and focus more on your clients?

If you're interested in learning how you can apply these concepts to your practice, consider joining my upcoming teleseminar series, "How to Grow Your Law Practice on a Shoestring Budget," beginning March 5, 2008. We'll talk about strategies for identifying your ideal clients and creating a practice and a marketing message that focuses on them.

Comments

[Amy Campbell]

This has all been said so many different ways so many times, but it continues to be so important. Understanding these concepts is the difference between those who "get it" and those who don't in marketing professional services. Thanks Allison (and RainToday.com)!