About This Book and How to Use It
How to most effectively use the information in the book to have a successful practice. Marketing skills are learned, not genetic. The book contains tools. Tools must be properly used to be of value.
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Why & How the Lawyer Must Consider Practice Development
Planning for successful practice development. Winners plan. Losers take whatever walks in the door or calls on the telephone. Understanding yourself and what you want and understanding the clients you want. Make your practice more fun and more profitable.
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The Lawyer in the Office
How to turn down a case and keep the turned down client as a source of future work. Step by step checklist on how to conduct the client interview.
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The Lawyer's Conduct Out of the Office
How to conduct yourself in public places and meetings to get clients. How to “Work a Room” of total strangers to meet and get clients. Joining clubs, banks and bankers, clothing, responding to inquiries, personal appearance, teaching, speaking, political activity, attending conventions, handling people who don’t like lawyers, press releases, typical lawyer license plates, what to call yourself or your firm, and other topics.
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Addressing the Needs of Clients and Potential Clients
Understanding what your client wants or needs from his or her lawyer. What you think the client wants or needs may be totally wrong. Questions to ask. Getting recommended. Cross marketing, understanding growth, setting fees, how to get disliked and the consequences. The five As of lawyer marketing.
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Getting Business From Others in the Office
Marketing as a team effort with others in the office being part of the effort. Compensation systems to encourage marketing, Getting work from associates and partners, teaching staff marketing techniques, offering notary services.
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Getting Business From Others Out of the Office
Recognize those people outside of your firm who can refer you significant matters. Handling friends and relatives, the spouse’s role. Bar Associations, Lawyer referral services. Buying a practice, naming yourself as an executor or trustee, Getting recommendations, from judges, class mates, professors, thank you letters, referral fees, . Why present and former clients are your most valuable helpers.
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Ethics: Using Ethics to Create New Opportunities to Get Clients
Emphasizing your ethics to give clients what they want to hear. Confidentiality checklists, handling conflicts, ethics letters and pamphlet for clients and potential clients.
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Getting Work From Large or Publicly Held Companies
Getting clients from publicly held companies. Understanding why and how publicly held clients are different than smaller clients and using the differences as tools.
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The Office and Office Procedures as a Factor in Keeping Clients
Your office location, address, firm name, furnishings and decoration, introducing staff, handling calls from new clients, telephone image, mining closed files setting, marketing staff, small town practice, voice mails, returning calls, reception personnel and other procedures as important factors in getting or losing clients.
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