How to Capture and Keep Clients: Marketing Strategies for Lawyers

Front Cover
American Bar Association, 2005 - Law - 261 pages
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In this new, in-depth book the best and most innovative solo and small firm lawyers give you their secrets, approaches and strategies to that age-old puzzle of growing your law firm. Through this wealth of savvy advice, you'll learn how to ask for business, attract and keep clients, partner with other lawyers, build a virtual law firm, use technology in client development, brand your law firm and much more.
 

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Contents

The Hardest Part Asking for Business
1
11 Marketing Is Not a Dirty Word
2
Determining Your Target Audience
3
Profiting and Targeting Your Clients
4
Profiling and Targeting Your Referral Sources
6
The Next LevelSpeaking and Writing
9
Community Organizations
12
Brochures
14
Youve Cot the Business Client How Do You Keep the Business?
120
And Finally
121
34 How to Attract Probate and Estate Planning Clients
122
35 How to Market an Alternative Dispute Resolution Practice
127
36 How to Market to Ethnic Communities
134
Ideas Create Ideas
135
Practice Areas
137
Identifying Prospective Clients
138

Media Matters
15
Contact Management Software
18
Saying Thank You
20
Sponsorships
21
Consistency
22
12 Attracting and Keeping Clients
23
Attracting the Client
24
The Initial Interview
27
Keeping the Client
29
Retaining the Client after the Representation
30
13 Is Time Spent Rainmaking Time Not Spent Making Money?
31
14 Sometimes Bigger Is Better
36
15 How to Manage the Rising Waters in a Small Town
38
16 The Fine Art of Turning Clients Away
40
Set Up a Screening Process
41
Questionnaires
42
17 Networking for Fun and Profit
44
18 Cold Calls and Marketing
51
Limitations on Cold Calls
52
How to Make Cold Calls
53
How to Handle Rejection
55
Your Rainmaking Team
57
21 A Blueprint for Marketing with Staff
58
Opening a Case
59
Teamwork
61
Magic Numbers
63
22 Mining Your Own Client Resources
65
Introduce Yourself and Your Practice
67
Convey Your Interest in Prospective Clients and Their Problems
68
Make Sure the Prospective Client Knows You Work to Satisfy Your Clients
69
Dont Create Unreasonable Expectations
70
Show Patience and Support for Your Client
72
Let Your Clients Know You Are Willing to Take on More Work
73
23 How to Partner with Other Lawyers
74
Benefits
75
Potential Trouble Spots
76
24 The Virtual Law Firm
78
Lessons Learned
79
The QuiTamOnlinecom Experience
81
Why Qui Tam?
82
Purpose of the Collaboration
83
Some Caveats
85
Fees
86
More Than Just Referrals
89
27 Can the Rainmaker and the IRS Be Business Partners?
95
Auto Lease versus Purchase
96
Entertainment
97
Controversial Areas
98
Exotic Expenses
99
Good Deals That Stilt Exist
100
Rainmaking with the Client in Mind
103
The Inside Track to Client Development
104
A Niche Is Born
105
Creating Your Own Niche Market
106
On Becoming an Expert
107
Gather Those Twigs and Leaves
109
32 Five Practical Ways to Market a Real Estate Law Firm
110
Get a Booth and Give Stuff Away
111
Learn to Network a Room
112
Market to Your Present Clientele
113
Do Your Part to Prevent Mortgage Fraud
115
33 How to Attract Business Clients
116
A Marketing Secret Revealed
117
Writing Articles That Generate Business
118
Advertising
119
Networking
139
Print Advertisement
140
Radio Television Internet and Newsletter Advertisement
141
Conclusion
142
37 How to Market a Legal Research and Writing Practice to Other Lawyers
143
The Short Course for HighEnd Marketing
148
Have a Plan
149
The Product Piece of the Plan
150
The Ethics of Marketing
151
39 Five Essential Steps to Rainmaking in a Really Small Town
152
Benefits of Rainmaking
153
Barriers to Success
157
Finding Success
158
Conclusion
159
Tools for Rainmaking
161
41 Isnt It Time to Get a Web Page?
162
Decisions Decisions
163
Building Your Web Page
164
42 How Technology Can Help You Market Your Practice and Build Client Relationships
166
Target Information and Marketing Materials
168
Identify and Capitalize on Recurring Work
169
43 How to Make Your Bills a Rainmaking Tool
172
44 Building a ServiceCentered Firm
175
Dont Think Like a Lawyer
176
Give Them Something for Free
177
Stop Advertising
178
Underpromise and Overdeliver
179
45 How a Branch Office Can Bring in More Business
180
46 The Myth and Reality of Volunteerism
185
47 Do You Still Need to Join Kiwanis?
192
Building Trust
193
Relationship Marketing in Trade Croups
194
How to Build a Law Firm Brand
197
What Is a Brand Identity?
198
But Wait Theres More
199
Where to Brand
214
Conclusion
216
Branding Bibliography
217
Making Rainmaking Part of Your Daily Practice
221
61 Five Easy Ways to Use Daily Activities as Marketing Tools
222
Joinand Actively Participate ina Business Networking Croup or Two or Three
224
Joinor Forman Outside Board of Directors Croup
225
Volunteer in Preferred Arenas Using Unique Skills
226
Send a Mutual Assistance Message to Those with Whom You Are Close
227
Give Nuggets of Advice in Your Areas of Expertise
228
Conclusion
229
Putting Your Unique Qualities to Work
230
Decide What Works for You
233
Do It
234
63 Rainmaking Tips from Solosez
236
Writing and Speaking Engagements
238
Networking
239
Referrals
240
Keeping in Touch
241
The Ten Most Common Ethical Rainmaking Mistakes Lawyers Make
243
Not Cultivating Current Clients
244
Putting Yourself on the Hook through Cross Selling
245
Misusing Referrals
247
Forsaking Professionalism for Business
249
Not Recognizing Solicitation
250
Letting Others Solicit for You
252
Not Saying No
254
Not Asking for Help
255
Index
257

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