A practical guide to marketing

Walking round an 18-hole golf course with a prospective client may be a pleasurable but very time consuming way of winning business.  And therefore costly too.  Especially if it is the only way in which you get a new conveyancing job.

There are more effective ways of increasing sales for all types of legal work.  Of these, marketing is the most efficient method.

A philosophy for the entire firm

For Geoffrey Holliman, Director of the Chartered Institute of Marketing in Scotland, marketing is not just advertising, promoting and selling, but a business philosophy with which the entire company is imbued: “It is the core competence of every successful business.  It means that you anticipate, understand and solve your client’s problems.”

Because of the nature of the profession, lawyers are good at problem solving, while problem anticipation and understanding should not be obstacles.  Geoffrey Holliman: “Legal firms are having a difficult time.  They are fighting for a share of the existing business.  Instead they should broaden it.”

Holliman’s advice is to listen carefully to your clients and learn what is really important for them.

Listening for needs

An example of what lawyers should be listening for is provided by the marketing director of a national media company (which will remain anonymous in order not to embarrass people): “In our industry trade marks are the main tools for branding products.  I recently learned about changes in trade mark regulations, made a few years ago, when I heard a presentation from an intellectual property expert at a conference.  Our corporate lawyers had not informed us because they did not realise how important this issue was for us.  So they missed a good opportunity to create extra business for themselves.”

In private and criminal work, similar opportunities will occur.  The general public for example uses legal services occasionally for conveyancing purposes.  Only a few people consult a solicitor regularly for issues such as wills, trusts and executries, employment or financial advice.  Finding out from your clients why this is the case could be the start of new marketing efforts.

Prevent the loss of business

Active listening will not only create new marketing opportunities, but also prevent the loss of business.  Especially when it is combined with supplying useful information.  The System Three survey showed that the greatest cause of client dissatisfaction is the perceived lack of information.  Providing clients with a clear explanation of legal issues from their point of view and a layman’s insight into the legal process with a time scale and constant updates, gives people the feeling that they are in control.  And that is what the modern consumer wants.

At this stage it will pay off to use professional advice.  External specialists can offer a fresh view of your work and, as outsiders, they may be able to assist you in making complicated matters more accessible.

Get closer to the client

The marketing philosophy must be adopted by the whole firm.  It is not enough to let clients know you are listening.  They must feel that you are working with them.  And just having the senior partner thinking and saying so is not enough.

David Sanders is marketing manager with Shepherd & Wedderburn WS.  He explains that his main objective is to make everybody in the firm aware of the importance of fostering relationships with clients: ‘All our efforts are aimed at getting closer to the client.  When somebody is sitting opposite the client, we are able to get the most powerful message across.”  The reason is simple: “It is generally accepted that in professional services firms across the board approximately 80% of business is repeat, 20% is new, but even within that “new” 20%, 80% will be referred from existing clients or contracts.”

Once you understand your client’s wishes, needs and preferences, it is time to identify what you are better at than anybody else.  Then focus on that.  David Sanders: “We listen to the information coming in and as a result we develop our services.  That is for example how we launched our new Legal Lobbying Service in anticipation of the Scottish Parliament.  Nobody else was doing it.”

Communicate to win new business

By means of a continuous dialogue with clients you will be able to improve your service, achieve constant high quality, maintain client satisfaction, increase sales and win new business.

That is the moment where marketing communication comes in.  Shepherd & Wedderburn WS, like other leading legal firms, utilise a wide range of promotional tools but rely mainly on personal contacts to build business relationships.

When the firm wants to reach many people quickly, for example the launch of a service or opening of a new office, they bring in external communication specialists.

David Sanders: “Many people will use external agencies to put a gloss on what they are already doing, but that in itself is not enough.  You need to look at the information that’s coming from the marketplace and use it to change the way you work or to develop a new service.  Then you project.”

Simple guidelines

Following some simple guidelines will ensure that the projection of your firm’s ideas is an investment with good returns rather than a waste of time or money thrown away.

The communication mix at your disposal consists of advertising, direct marketing and public relations.

Before you make a choice of communication tools it is essential to set objectives and plan ahead.  Ask yourself for whom your service is intended.  Who decides to use your service? 

How does the client think presently about this type of service?  What problem will it solve?  What is the main benefit for the client?  Can you prove that?  Then think a bit more about your prospective client.  When does the problem you want to solve usually arise?  Where does it occur?  What do people in that situation usually do?  How do clients in general inform themselves?

Working this way means that you have formulated the message you want to get across and found a direction for the choice of communication tools.

But whatever communication tools you choose, make sure your communication message shows the new attitude of your firm and all its staff.  Do not expect your client to be loyal.  Be loyal to your client, exceed their expectations and surprise them.  If you take your client for a round of golf, let it be not to impress them but to listen to what they have to say.

Advertising lets company widen margins

Under this heading a newspaper recently reported how advertising had allowed a dairy company to increase profits despite a sharp fall in the price of milk.  By investing in an advertising campaign, the company was able to develop, promote and sell new higher value dairy products.

A budget for promotional work in order to develop the way in which the general public perceive a legal firm and its services is beyond most Scottish firms.  However, a well chosen mix of carefully targeted, expressive and clear messages will enable you to communicate effectively with specific groups of people.

A direct approach to measure results

If you want to be able to measure the response of your communications immediately, direct marketing can provide quick results.  In addition, with this interactive tool you can select your audience and plan the moment your prospect will receive your communication.  To make sure your prospect is prepared for this, you should support direct marketing with general advertising and public relations.

Initially, some people may not wish to receive your material but will not object once they find it informative and useful.  Before you send out a mailing or lift the telephone, consider the following:

• What are your objectives: do you want to test the market, inform and remind people or generate inquiries?
• Who is your audience: do you take account of all decision makers and people who may influence their decisions?
• What have you got to offer and how do you want your audience to react?
• How will you support your direct approach with other communication tools?

Good relations are the key to success

Having good public relations is the key to every business success.  But public relations are difficult to control and your efforts may not generate sales quickly.  Public relations work also differs from advertising and direct marketing.  These tools are persuasive in character, but public relations work must be informative.

If you need to set the record straight or create greater awareness of a specific issue you must supply reliable information.  Whether you address your staff, partners, colleagues, competitors, clients, media journalists, other firms, companies or public organisations.

To be effective, this information must also be relevant.  Once people recognise that your information is useful and trustworthy, a closer relationship will develop.  Before you phone the local newspaper, close a sponsorship deal or invite people to a seminar, answer the following questions:

• What do you want to achieve: improve public knowledge, affirm a positive attitude or correct a negative image?
• What is the most appropriate vehicle to get your message across?
• Who will actually receive your message?
• Are your public relations an integrated part of your total communication strategy, working together with advertising, direct marketing and personal contacts?

Answering questions creates striking adverts

Word of mouth may be the best form of promotion, but if you want to make sure your message gets across to a large audience quickly, advertising is one of the most potent communication tools.  In addition, advertising messages can improve the perception your clients, colleagues, suppliers and staff have of your firm.  Adverts can even encourage word of mouth referrals.  Used effectively, advertising will help you to raise awareness, add knowledge, find recognition, influence preference or remind customers about your firm, ideas and services.

Advertising requires careful planning in order to bring success.  Planning usually includes the following steps:

• Set your objectives: do you want to inform, persuade or remind people?
• Decide on how many times you want your audience to receive your message.
• Determine your budget.
• Generate, evaluate and test the message you want to get across by using a selection from your audience.
• Find the media with the best reach and impact on your audience.
• Formulate in realistic terms how you will measure the effect of advertising during and after the campaign.

Ben Braber Ph.D. is managing director of BBMC - specialists for internal and external communication.