Law Firm Marketing – How to Radiate Value – Professional Services Marketing

It is a great opportunity to learn from your clients. Your clients’ needs and desires, as well as their experiences with your company, are the key to your marketing strategy. Not only will you have satisfied clients, but your brand can also be built by leveraging your client’s experience with your firm.

A senior partner of a Century City corporate law firm shook hands after the completion of the company’s initial public offering. They recalled their long relationship. The president of the company smiled and said that they had been through many things together, including climbing out of financial difficulties, opening our first four stores, building nearly four hundred more, and finally going public. It wasn’t an easy road, but it was worth it. You were always there, no matter where we were.

The insight you get from a client speaking directly to you will be priceless. Marketing materials for the Century City law firm highlighted their track record, versatility, and willingness to take on challenges. They would have missed an opportunity to market if they had not incorporated the insight of this client. Lucky for them, the senior partner was a skilled marketer. He understood the importance of long-term clients’ praises. It was an integral part of the firm’s identity, and it became a key element in the marketing materials and branding. “Wherever you go …”

The client valued the firm’s professionalism and sound advice, but more important was the fact that they had stood by him through all the difficult times.
Some clients won’t give you a memorable marketing phrase. An experienced marketing professional can help you be more aware of your clients’ needs and, more importantly, how to use them to build the brand for your company. The key to this example isn’t the catchy phrase, or the kind expressions of gratitude. The marketing insight of Century City’s firm is so important because it represents a fundamental truth: It sticks by its clients, even in difficult times. This is how the firm does business.

One of the country’s largest law firms decided in the late 1990s that it wanted to capitalize on the technology boom. In the hopes that the company would succeed, the marketing team recommended the firm target small start-up businesses and offer them a lower hourly rate for general business matters. This would show that the firm was loyal to smaller clients who are more vulnerable, according to the marketers. This unfortunate client had to deal with the firm.

“The firm was very interested in our vision from the beginning. They took the time to get to know us, and expressed a genuine desire for our success. They believed in me. I was invited to attend seminars sponsored by the company and was even invited to the sky booth to watch the big game. Everything was going smoothly until the tech bubble burst, which also brought down our relationship with the company. No more calls from our partners to check on how we were doing. After a while, I was able to receive my calls back. They knew that we were cash poor and sued us when we couldn’t pay their bills. They sued the corporation they set up, but also me personally. I was the president of that company. It was a disass-ter. This firm was ready to attack us with knives when the chips were down. This experience will stay with me forever, as will my friends and associates.

You don’t need to be a marketing genius in order to understand that it is bad business to sue clients. However, the stark contrast between this Century City firm’s and the other one is worth noting. The one firm made a friend out of a client, while the other made enemies. It doesn’t matter if they manage receivables, or which practice group they open, it all speaks volumes about how a company does business in relation to its clients.

Most firms view internal business decisions as internal and separate from external ones. It is often overlooked that a firm’s true nature can be measured by its decisions. Firms often fail to consider the impact they may have on clients. It is important for firms to consider the possible changes in the nature of their client-firm relationship.
Every day law firms make business decisions that have a significant impact on the business of others. Problems that do arise are often passed to the public relations department for resolution.

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