Grow My Law Firm

Are you obnoxious or valuable to your LinkedIn community?

This morning, one of my friends, @JasonTurcotte posted on Facebook, "Not a groundbreaking revelation, but frustrated at how much spam there is in @linkedin groups. Not worth participating in most."

That sure did fire me up. As a LinkedIn speaker and trainer, I try really hard to educate people about how to get the most out of their LinkedIn experience. I have demonstrated success getting people into the job they want with a polished profile, and I try to teach people about how to contribute value to their LinkedIn community.

But Jason is right; many, many people use LinkedIn improperly, causing irritation to others.

In Jason's example above, the problem is trying to sell your product or service to an audience that:

1. Doesn't know you
2. Doesn't trust you
3. Hasn't demonstrated a need or desire for what you're selling

Good salespeople know that the above are critical elements of successful sales, so people who attempt commit interruption sales pitches within LinkedIn groups or via its message system are completely off the mark and just plain obnoxious.

Think about why you're on LinkedIn: to sell yourself. Whether your objective is a new job, new clients, or new customers, we're all trying to sell something. The difference, however, is in our tactics.

A good, valuable member of the LinkedIn community gives, gives, gives. They offer advice when someone asks a question within a group. They constructively comment on discussion items. They post relevant articles and blog posts written by themselves and others that will bring value to the group and incite discussion among its members. 

They do not act selfishly, doing such things as posting only their own blog entries, links to their own products and services, and links to their own speaking engagements, while refusing to read additional group content and participate in other group discussions.

A good rule of thumb when considering posting content to a group discussion page is to ask yourself, "Will this help the members of this group, or am I only looking to promote myself, my skills, or my own blog?" If the former is true, post away. If the latter is true, don't bother.

LinkedIn group members aren't stupid. They can tell the difference between someone who is genuine and helpful and someone who is selfish. People buy from people they like, so don't be someone who is unlikable within the LinkedIn community.

Now I'm not saying that it's inappropriate to reference your own product or service as a solution to a need identified within a particular discussion item. But don't try to sell anything before you've earned the right to do so by being helpful, developing relationships, and adding value to your LinkedIn community.

 

 - Christine Pilch Mancini

Marketing essential: give your clients what they want

One of the primary rules of marketing is to give your customers and clients what they want. And I try very hard to focus my efforts in that direction, so imagine my surprise when I learned that I was overlooking a critical use of Pinterest!

Here's how it happened. One of the conversations I had at PodCamp Western MA 4 was about the content that I share on my social media channels that my followers like. The person I was speaking with mentioned that she loved how I share so many infographics on Twitter because they're visual and it's easy to get the gist of the info quickly. I thanked her, and then our conversation flowed into Pinterest use, and she mentioned that she loves infographics there as well. 

Interestingly, I had been deliberately not posting infographics on Pinterest because I disliked the clutter aspect in my own home page feed, and I said as much to her. Then she actually asked me to start pinning the great infographics I find there, because, as she said, "This might seem like clutter to you because it is your business, but it's a learning experience for me!"

Lesson learned. I have now started sharing interesting social media infographics that I find on Pinterest. Followers are free to follow or not follow that board if they find the content clutters up their own feeds.

The best thing though is that I listened to my potential referrer and client. She is now receiving the valuable content that she likes, and this makes me a more valuable resource.

Are you giving your clients what they want? When was the last time you asked them?

 

 - Christine Pilch Mancini

Cross-promoting your content: working smarter instead of harder

My clients would probably tell you that I'm a bit of a broken record when it comes to re-purposing content. I'm always saying things like, "Cut some blog posts out of that article," or, "Let me see where else I can get that published for you." To me, re-utilizing content is working smart.

If you've done the work and created a great piece, why not post it everywhere you can and repackage it for cross-promotion? If you've retained the copyright on your work, there is nothing stopping you from having the piece republished within another venue, chopping it up for multiple blog posts, and producing a video about the topic.

But don't stop there. Publish a link to your work on your Facebook Page and personal profile, on your LinkedIn profile, on Twitter, and within appropriate LinkedIn groups. Upload your presentations to SlideShare and LinkedIn, and upload your videos to YouTube and LinkedIn. If you find all of this too cumbersome, utilize a free, multi-platform posting tool, like Shareaholic, TweetDeck or Hootsuite, where you can post to multiple destinations with a single action. But be careful though, as it is not necessarily appropriate to post all content everywhere.

I also caution you to carefully consider using article farm sites, as I'm reading lately that these sites actually work against your search rank because links from them are considered bad.

So, the next time you create a great piece of content, add it to your blog or website, and then make sure you spread it around the web. Over the following few days, carefully review the statistics of where your inbound traffic is coming from. The results just might surprise you.

- Christine Pilch

Photo credit: Mac Users Guide

10 ways to use QR Codes in your marketing

2D codes, or QR Codes, as they are becoming more commonly known, are two dimensional barcodes that are easily generated through a variety of web services and can be scanned with a barcode reader on a smartphone to take the user to a web page. 2D is the general category, but there are many kinds. Among them are Microsoft Tag, Datamatrix, EZ Code, QR Code, and others. Calling them all QR Codes is like calling a bandage a Band-Aid or a tissue a Kleenex.

Most people have probably seen them, but many still don't know what they are. Marketers are finding ever-greater ways to incorporate them into marketing by making it easier for a user to reach a particular page online. Let's face it, it's easier to scan a code than type a URL, so let's review some of the practical applications for QR Codes.

1. Add one to your business card. Think about how many cards are handed out at events and tradeshows for example. If yours contains a QR Code, later on, when the user scans it, you might have an advantage over the rest of the business card stack when the contact lands at your LinkedIn profile, and sees your photo and complete skill set.
2. On printed product literature. Think about the added convenience when you make it easy for a potential customer get more information and/or place an order.
3. Make it worthwhile. Entice the user to scan the code for a special message, information, video, or giveaway.
4. Within webinars or presentations. Use them for a little something extra that isn't accessible to non-atendees.
5. On t-shirts. My first experience with QR codes was a couple years ago at PodCamp Western MA. The code on the t-shirt given to all attendees lead us to a webpage where people uploaded all their media following the event, including videos, photos, and blog posts.
6. In ads. This is a great, easy way to get prospects to a particular web page from within a print ad. I've seen them on billboards too, but I wouldn't encourage you to do something that entices drivers to take their attention off their primary responsibility.
7. In a retail store. How great would it be to be able to go to an instant coupon while you're in a store? That's so much easier than clipping coupons and remembering to bring them with you.
8. For events. A QR Code can send potential attendees right to the EventBrite sign up page or a place where they can get more information.
9. For reservations. A hot, new application at 2011 SXSW makes it possible to users to scan a QR code to save their place on a restaurant waiting list.
10. For instructions. Think about how much greener it would be for people to read, for example, instructions for something they purchased by simply scanning a QR code on the product packaging rather than having to print and insert instructions within the packaging.

One very important factor however; if you plan to use a QR Code in your marketing, make sure that the landing page is optimized for mobile use. Little will frustrate your users more than a busy page with lots of unnessary images.

- Christine Pilch

Determining who to follow on Twitter

I've done this post before, but it's been a while and it's worth revisiting now as I am going through a backlog of people who have been kind enough to follow me on Twitter. I'm @ChristinePilch, by the way.

I rarely seek out new people to follow any more. I used to when I started a few years ago, but I'm currently following too many people already to read every tweet, so it seems silly to actively pursue new tweeps. However, if you follow me, I will look at your profile and make a determination whether or not to follow you back. (It may take a while, but I'll get to it, so please be patient.)

There's no right or wrong follow process. It's all personal choice, but I'm looking for people who will add value to my Twitter experience. I like to reach out to my Twitter community when I need help, and I'm interested in meeting new people who will educate, inform and entertain me daily.

Here's my own strategy.

I use TweetDeck as my preferred Twitter client. So the first screening is what I can see there.

1. Your photo matters: If I see the egg, that tells me that you don't care or aren't serious enough about Twitter to bother, and I won't look further.
2. Your bio: No bio is a stop sign for me. It's not difficult to add a couple lines of text about yourself, so if you haven't bothered to do it, I won't bother to look further.
   
   The first 2 tests happen in a second or so, and if you passed them, I click over and check out your page on Twitter.com. The first thing I notice is,
   
   
3. Your background: It's okay to use one of the stock Twitter backgrounds for a little while when you're getting started, but if you're still using it after 1,000 tweets or so, although it's not a knock-out factor, I notice and file it in my mental follow-criteria folder.
4. Location: The next thing I notice is where the person is from. I almost always follow back people from Western MA, as that's my backyard, and I like to be friendly. If it's someone I know personally, they get an automatic bump into my local favorites column in TweetDeck, and I add newbie strangers to a second local column that I keep an eye on. I move people between and in and out of those columns regularly as I constantly re-assess value. Reading tweets is time-consuming, so I want my favorites to be prioritized.
5. The numbers: I look at the total number of tweets against the number of followers and following. If I see a disproportionately small number of tweets and a large number of follows, I know that user is a celebrity or just followed everybody on someone else's list without any thought at all, and oftentimes, many of those people auto-followed back. That's not my style. Again, this isn't a knock-out factor, but it's added to the follow-criteria folder in my head.
6. Tweet stream: While I pretty much automatically follow back local people, all the rest are screened by their tweet stream. This is one of the most significant factors to me. I don't bother following people who preach, that is, if I don't see a balance of unique content, @Replies and retweets, I won't follow, regardless of the value of the content. Twitter is, at its core, a communications platform, and I'm not going to bother with someone who has no demonstrated interest in an exchange of ideas.

So, that's how I make my decision whether or not to follow back someone who followed me on Twitter. Do you screen differently?

- Christine Pilch

Photo credit: geek&poke

When does, "Can I buy you lunch?" mean, "I want to pick your brain."

Like all consultants, I deal with my share of casual acquaintances and strangers who look for a ways to get free professional advice. The requests often come disguised within their idea being clever, "Can I buy you lunch?" or "Can we meet for a cup of coffee?"

Too many times I have been lured into situations that make me uncomfortable, frustrate me, and are disrespectful of my value as a marketing/social media consultant when I realize that the person across the table is a taker.

Now, don't get me wrong, I give away plenty of free marketing advice. This blog and my Facebook Fan Page are full of tips, tricks, and advice. I speak frequently and contribute to online communities through comments and discussions. I write articles and create how-to videos that demonstrate the process of doing something and why I recommend it. I also guest post on other people's blogs, and I consult on a complimentary basis with favorite non-profits.

I am a giver. That's my core philosophy.

Things are different for those within my personal circle, but there is a line. If I don't have a close, personal relationship with someone, is it appropriate for them to expect special treatment over and above what I freely offer to everybody else?  

I tossed this out through my social channels and received some terrific feedback about how others handle such requests to essentially pick their brain for free:

Peter said that whenever a casual lunch turns, he laughs and comments, "Wow, look at that, you've just turned this into business!" 

Rob said that he politely comments, "Let's not turn this into a working lunch. We can set up an appointment for that."

Ron said, "You really have to frame it that way. Your time is valuable and you charge your hourly rate for lunch meetings."

Tish said, "...networking has to have a purpose for me. Who are the people who want to network? What do they bring to the table? Will the interaction have a benefit for both of us, or is it one-sided?"

John said, "... Everyone is thinking of themselves, 99% of the time. They invite you to lunch because they want something from you, and you accept because you want something from them."

On the other hand, others said that they view it as an opportunity to impress someone who may become a potential client or referral source one day.

Valuable advice from people I respect.

So I guess I need to dig deeper when an acquaintance requests such a meeting and determine if the exchange has the potential to be win-win.

How do you handle such requests for free professional advice?

- Christine Pilch

 

Photo credit: Deb Harkness 

 

LinkedIn: the art of sending a connection request to a stranger

If you read LinkedIn's own connection advice, you will see that it is supposed to be about connecting to people that you actually know professionally. This is oftentimes not the case, however, as more and more people are connecting to strangers for various reasons.

LinkedIn Open Networkers (LIONs) seem to view LinkedIn as a big competition, to see who can connect with the most people. Others just like to expand their networks because they realize that it's to their advantage to allow many people access to their profile, which may lead to an opportunity when someone with their skills is needed. Still others may read a post or comment within a group or the Answers section and decide they would like to connect for some perceived value.

Whatever the reason, sending a blind connection request to someone who has never heard of you requires a bit of finesse if you want a positive response. If you're in the habit of clicking on the "Friend" relationship designation and sending the stock LinkedIn message, you just might find yourself out of luck and reported. Multiple reports from users who don't know you may actually get you banned from LinkedIn, so don't do it!

A better tactic is to draft a brief message explaining why you would like to connect with the user and how that might benefit them. Here's an example:

"Joe, I read your recent comment about video production, and I would like to connect with you. I have clients who need such a service from time to time, and we may be able to work together."

When Joe reads that message, it is likely that he would perceive value in connecting with you. Worst case scenario, he can click ignore, but it is unlikely that he will report someone who took the time to draft a nice, personal message. Courtesy goes a long way in social media, just as in person.

 

- Christine Pilch

 

 

13 reasons to continue marketing in a recession

Finally, yesterday it was announced that America is officially in a recession and has been for a year. After we all cried a collective, "Duh!" it is time to ponder, has anything really changed for you personally since that news struck? Are you in better or worse shape today than you were yesterday?

For most service business owners, the news didn't really change anything. However, this might be a good time to consider how best to retain the business you have and perhaps even grow. I can tell you with absolute certainty that one of the quickest ways to lose business is to stop reminding people about your services. Stop marketing, and you will fade away.

Why should you keep marketing during the recession?

1. To retain market share
2. Because your competitors will probably slow down or stop
3. To remind your clients that you're there
4. To educate prospects about how you can help them
5. To demonstrate stability
6. To prove your expertise
7. To maintain a positive public demeanor
8. To demonstrate your value
9. To offer free industry tips
10. To touch inactive clients who may have upcoming needs
11. Because incredible deals on media time and space can be negotiated now
12. To solidify your market position
13. To make your clients feel appreciated

One final parting thought, since this blog is about positioning and branding, it is important to stress that your marketing messages must be on-target, to the right people, and about something that they want. Remember that they don't care about you and what you have to offer.

To be successful, your marketing messages have to be about what your clients and prospects get. Don't talk about quality, value or service and expect that to be a successful campaign. Find your niche, differentiate yourself, and create messages that appeal to a specific audience.

by: Christine Pilch
Christine@GrowMyCo.com
My LinkedIn Profile
On Twitter

Back to basics - how to maximize ad dollars in a tough economy

I am hearing many tales of woe from businesses lately. There is a prevalent sense of fear and doom that is causing even the most successful companies to tighten their belts and brace themselves for worsening market conditions. 

When someone comes to me and asks what they should be doing to bring in more business, I suggest that their first action should be a review of their current marketing and how successful it is right now, not how it performed in the past. If current marketing activities aren't paying off, it's time to stop the bleeding and reassess.

• Who are your optimal, target clients?

• What do they get from your service?

• Why should they retain your company instead of another?

The answers to these questions lend insight into your market position. They help you to determine how you are uniquely qualified to fulfill a particular client need and create your distinction in a crowded marketplace. This will also help you find ways to add value to your service that will further separate you from the pack of competitors.

After this positioning work is done, you can create fresh marketing messages that will attract the attention of the right targeted audience because they will address something that those people value. You will be able to rise above all the clutter and all the noise because, just as we are all very adept at filtering out what doesn't interest us, we are also acutely attuned to messages about things that do interest us. When you offer a solution to a problem, relief of some pain point or gratify some need, people will listen.

If you're frustrated by the return on your advertising investments lately, maybe it's time to reevaluate your target prospects to determine how you can uniquely fulfill their needs. This can give you the tools you need to create marketing messages that work and maximize your precious advetising dollars right now.

by: Christine Pilch
Christine@GrowMyCo.com
My LinkedIn Profile
On Twitter

A depressed economy is the perfect time to make a deal

Many businesses are watching profits dwindle while expenses continue to grow. There is, however, a bright spot on the horizon for those who make a commitment to continuing to spend money on advertising. There are incredible deals to be had if you're not afraid to bargain.

Keep in mind that the economy is an equal opportunity oppressor, so your local media are likely as strapped and scared as you are about the future. I am hearing from my media contacts that T&E budgets have dried up, and there is lots of space that can be had on the cheap.

It's time to sit down across the table from your media reps one by one and negotiate. They have excess time and space, so you can make an offer to fill that at a discounted rate. If you have a current buy in place, and they won't budge on the rate, it is a reasonable alternative to request upgrades. Ask if your morning news spot can run in evening news. Request that an evening news spot run in prime. Ask for upgraded placement of print ads too. How about spot color for the black and white price? Remember that you're now the loyal client who hasn't deserted them when times were tough. This is relationship-building time.

I had lunch with the General Sales Manager of a local TV affiliate last week. I didn't have any new business to spin her way, and I didn't want her to use any of her dwindling T&E budget, so we agreed to split the check as friends. We enjoyed each other's company, caught up, and strengthened our relationship. It was an investment in the future.

There are fantastic advertising deals available now if you're willing to continue to invest in your marketing. Remember however, that a me-me-me message without any client benefit and value-added will simply waste your money. Go back to your positioning and invest wisely.


by: Christine Pilch
Christine@GrowMyCo.com

Repositioning – changing the way your market perceives you

Do you understand the position that you own in your market? This is what makes people think of you and what they associate you with. Of course, it's unreasonable to expect everyone in your market to be familiar with you, but it is a good idea to make sure that the general perception of your target prospects is in line with what you actually have to offer and what you do.

Al Reis and Jack Trout wrote one of the most impactful marketing books in history, "Positioning: The Battle for the Mind." They say that the purpose of positioning is to not to, "…create something new and different, but to manipulate what's already in the mind, to retie the connections that already exist." Therefore, it is reasonable to claim that your market position may be recrafted.

Let's say for instance that you are an attorney who loves estate planning and wants to concentrate your practice on it, but the market's perception is that you handle residential real estate. This is probably due to a significant amount of work you've done in that area and/or a relationship with referral sources that send this business your way.

The good news is that people recognize you as a lawyer. The bad news is that their perception is not what you want; so that serves as an obstacle to incoming estate planning work.

You can recraft your prospects' perception of the kind of law you practice through your marketing. You can reposition yourself and form a revised brand that reshapes the public's perception of you. To do this you will have to answer three basic questions:

• Who are your target clients?
• What will they get from your estate planning services?
• Why are you uniquely qualified to handle this for them?

Defining who, what and why provides the groundwork necessary to determine the differentiators that make you unique and desirable. They also provide a baseline from which you can establish the value-added advantages that can tip the scales in your favor when a prospect compares you against a competitor.

When you use your positioning work to craft new marketing messages, you will have the advantage of speaking to precisely the right target audience about something that interests them, and they will understand why they should call you. The messages will be so on-target that you will effectively re-position and rebrand yourself.

by: Christine Pilch

Finding your practice niche – branding yourself

Everybody knows what a niche is, but do you know how to apply this marketing principle to your legal practice to help brand yourself and become a more successful lawyer?

Niche marketing involves determining what area(s) of practice you want to specialize in. If you’ve been a practicing attorney for a few years or more, it is likely that the market has helped determine this for you. Analyze your current and past business.

• What practice area is bringing in the most money?
• What brings you the most satisfaction?
• What areas of practice do you like the best?
• How are you perceived in your market?

The final question above will require the most soul searching. If people simply think of you as “a lawyer,” you’ve got some work to do because you aren’t perceived as distinctive. You’re just one of a bunch of lawyers in the phonebook, and you don’t offer anything that sets you apart and creates value for potential clients. You haven’t given anybody a reason to hire you because you haven’t positioned yourself.

But what if you happen to be perceived as an estate planning expert? Your reputation would precede you in your encounters with prospects. They would know what you could do for them, and you wouldn’t have to sell yourself so much. You see, marketing is the process of educating and pre-selling yourself to prospective clients. By positioning yourself as an estate planning expert, you gain instant credibility.

People like to deal with professionals that they perceive to be one of the best at what they do. When you position yourself, thereby establishing a legal niche for your practice, you build a brand surrounding a certain perception and create an expectation among your prospects. When they need what you have to offer, the choice to call you will become obvious.

by: Christine Pilch

Your Martindale listing - still relevant or a very expensive waste of money?

Boy, this is a tough one that I constantly struggle with in my capacity as a legal marketing consultant. Martindale is very pricey, and they’ve made it impossible to strip listings down as far as I would like. I don’t believe that educational information in listings is critical. Even admissions information can be easily found on most law firm websites, so is it really necessary here? Or are these requirements more likely a method of driving up the price of your listing? I’ve trimmed listings as far as I can by including only a lawyer’s primary state of admission.

Many law firms have pretty comprehensive information about their attorneys on their websites, and Google makes it easy to find a particular lawyer or firm, so exactly what is the value of Martindale these days?

The peer rating remains arguably the most important aspect of Martindale. Lawyers like to compare themselves against other lawyers, and the peer rating gives you a snapshot of what you’re up against if the attorney is opposing counsel or if you’re looking for someone to refer business to. You can’t necessarily get that information through a firm’s website, which portrays most attorneys in a very positive light.

I am finding that the firms likely to pay for a Martindale listing these days have more than a few attorneys. I’m not encountering many solo practitioners or small firms that see the value in Martindale anymore. The web has leveled the playing field, and as long as small firms have good websites, their lawyers can be found and they can convey the benefit that they offer to their clients. It’s no longer the days of old when most every attorney in the country constantly referenced their Martindale-Hubbell books.

If I were to speculate, I would premise that Martindale will continue to dwindle over the next 10-15 years or so, as older attorneys, who made a habit of being so dependent on Martindale throughout their years, retire. In my experience, the young, web-savvy crop of attorneys rarely use that tool, so it is unlikely that they will gravitate toward something that they don’t perceive has sufficient value to contribute toward building a successful practice.

I have to hand it to Martindale though. They have embraced technology and branched out into complimentary business models rather than sticking their heads in the sand and ignoring the inevitable. It’s likely that they’ll come up with new products that build new value to entice lawyers to continue to spend money with them. And if they make it affordable, thereby enticing the elusive young attorneys, they’ll continue to be profitable for many years.

In the meantime, it’s your call whether or not you list yourself in Martindale. It’s all about value. Can that listing generate enough new business to justify the expense? If you’re a corporate attorney looking for referral business from out-of-market attorneys, maybe. If your practice is retail, what do you think?

by: Christine Pilch

Understanding value in legal services – Part II - What are you really selling?

In my last post I described how to add value to the client acquisition process. I described some of the factors that could tip the scales in the eyes of clients if two law firms were to compete head to head and offer the same pricing structure and similar areas of practice. I also stressed that the perception is always in the mind of the purchaser. It’s always what they think and how they feel about the purchase. This week, I’d like to discuss how to take “value” up a notch.

Although it becomes exceedingly more difficult in a competitive world to keep your product or service from becoming a commodity, (where price is the only consideration,) the concept of “Value-Added” should be understood as a way to add differentiation to your practice. To me, value-added is what Chef Emeril Lagasse would call BAM!

There are many chefs that create great foods, but Emeril goes one step further – BAM! The BAM! is that last “Value-Added” ingredient that he throws in while saying the word, BAM!, that supposedly makes an already great recipe even greater. His personality and that gesture is what sets him apart. That’s his brand. That’s what makes him memorable.

Learn from this. It’s brilliant. What’s your BAM!?

When you can create one overarching attribute that sets you apart from all others in your market, you can establish a mindset that would cause people to go a little out of their way to do business with your kind of firm. That’s called a category of ONE. We’ve all seen them.

The idea is to give, give, give, and then continually find more ways to give some more! Value, Value, Value - Customers Want More Value!

The way to GIVE is to talk about the things your customers GET, not what you have to sell. Your marketing conversation should be all about the solutions your clients get, the results that have made them feel good, happy, relieved, elated, etc. Please remember this, you don’t do this by talking about the solutions YOU got them and the way YOU made them feel good, happy, relieved and elated. You should only talk about YOU at the end of your message. Take the words “I, we, us, our and me” out of your vocabulary and replace them with “you” and “your” if you want to attract business.

Never forget: It’s all about THEM not you. Always talk about how they benefit.

When customers are unsure, (i.e. untrusting,) it’s because they are not convinced you are right for them. When the value is obvious to them it’s much easier to attract new clients. So, how do you create value-added in a law practice? Let’s break it down to some of the areas that value-added can be added, so to speak. As you go through these, list on paper some ideas that you can come up with that apply to your situation.

Expertise Provided
Is the expertise your customers receive on all levels comparable to or more than they would receive elsewhere, and how so?

Value-Added to Expertise Provided: What other special talents, personalities, background, degrees, employees or equipment do you possess that adds value to your client’s experience? Is it already being communicated?

Service
Is the range of services or the selection of services your customers receive comparable to or better than they would receive elsewhere? Define any differences.

Value-Added to Service: Again, what is the menu of products, services, special talents, patents, processes, personalities, employees or equipment you possess? What else or who else can you add to enhance your offering to demonstrate higher value to the customer experience?

Guarantees:
Although clients know there are some areas where you cannot guarantee outcomes, you can certainly guarantee competence and accuracy in a range of matters that do not rely on decisions out of your control. What can you offer your clients in the way of guarantees or assurances regarding your services? Are they written down? Are they communicated to your clients for reassurance?

Value-Added to Guarantee: Can you formulate a guarantee that eliminates the risk a client has to take with your service? Can you create “risk reversal” by way of a contingency? As I’ve shown above, how many other areas can you add a guarantee to? How little would it actually cost your firm? If a mistake was made and a client wasn’t happy, what would you do? Can you state that as your personal guarantee? What do other firms do in this case?

Perceived Level of Service:
This is how you are compared in the marketplace by your customers. Because it becomes very subjective, it is referred to as “perceived”. How can you tip the scales in this perception?

Value-Added to Perceived Level of Service: By fully understanding your market and your competition, how can you change the emphasis of the buying process or customer experience to be unique? Do you “look” better than any of your competitors? We all know people buy and judge with their eyes? Spend what is necessary to look your best to your customers. Be their ideal.

The bottom line:
Why would you want to go through this exercise and make changes in the way you communicate about your firm? When you come right down to it, think of what the value of a client is? What is the “lifetime” value of your clients? What would they spend over the years with you if you kept them satisfied? What would you be willing to pay to get one of these clients? What would you pay to keep one from leaving you for another firm?

So, even if some of the value or value-added offers you integrate into your practice cost a little more than what your competition is offering, is it not worth more in the end to distinguish your firm as possessing something of greater value when new clients are weighing their choices?

If you and your competitors can swap law firm names on your advertising because they pretty much say the same thing, you have not differentiated the value you provide and you’re not saying much more than “me too.”

You always get more by giving.

By: Dennis Kunkler

Understanding value in legal services – Part I - What are you really selling?

If two Law Firms compete for clients head to head and offer the same pricing structure and similar areas of practice, how can one firm tip the scales and attract more clients?

Hint: It’s not price.

Let me begin by taking you out of the office and placing you home in your favorite chair, wearing your comfortable Saturday hang-around-clothes, thinking like you do when you want or need to purchase something. Like most people, when you’re in “consumer” mode you may tend to have certain parameters in what and how you make your spending decisions. Some purchases are made with little to no thought and others are scrutinized more carefully based on their importance, priority or risk.

Regardless of what you spend your money on, you probably don’t like to throw your money away indiscriminately, unless, of course, it’s your decision to throw it away, like letting the Girl Scouts outside the grocery store keep the five dollar bill because they didn’t have change, or dropping a quarter on the ground and seeing it roll under the next car in the pouring rain.

But when it comes to making a purchase, whether you’re buying a multi-million dollar home or a 50-cent granola bar, you want and expect Value. You want your money’s worth and hopefully a little more if you can get it. If that multi-million dollar home has a broken window (a mere fraction of the houses value) you’d want restitution. Likewise, if that 50-cent granola bar had mold on it, you’d feel cheated and want your 50 cents back.

When you feel a transaction was a good trade, value traded for value received, you’re a satisfied customer. It doesn’t matter what the product is or what the amount is. If the purchaser believes they got fair value, it’s a satisfactory transaction. (Have you seen some of the things that are bought and sold on e-Bay?)

The dynamic changes when trust is involved. As an attorney, selling an intangible, you’re selling yourself and your firm, your reputation. A new client, who doesn’t know you or your firm, has to relinquish some of their control over to you and trust that you will make the right decisions on their behalf and charge them appropriately for the service. That’s a vulnerable situation and one that, I’m sure, you don’t like to be in.

But it happens – when the roles are reversed.

You may not know the first thing about auto mechanics, but now, between your wife and kids, you own two or three cars that need work and maintenance. Where are you going to go? Who are you going to trust? Now you are in the same place as your clients are when they need your services.

Who gets your business and why? The same answer is going to be, who do you trust?

Because your auto mechanic knows you’re a lawyer and can afford it, will he get creative with your bill for that persistent noise under the hood? Or, is he the type of guy that would say “We’ll catch you the next time you come in because it was only a belt adjustment. And, by the way, we topped off your oil, anti-freeze and wiper fluid. You should make an appointment in about 3 weeks for your oil change and a couple other things you’re going to need that I wrote down on your slip.

So, how does one of two competitive companies with seemingly comparable offerings tip the value scale in their favor? I just illustrated how one auto mechanic might do it. I just as well could have painted a different picture of your worst nightmare kind of auto mechanic.

One has to offer more perceived value in the eyes of the client. (emphasis on “perceived”)

There can be subtle or overt differences. It can be as simple as one attorney’s personality or website presence being liked or trusted more than another. Or it could be in the form of a referral from a trusted professional, mutual friend or satisfied client. It could be the environment of your office or its accessibility. It could be the way you dress or how you look. It could be the way you are perceived.

Of all these decision-influencing affects, and more, the single-most influential factor, either positively or negatively, is how your clients FEEL they are treated. Yes, “feel.” As much as the profession calls for objectivity, when it comes to attracting new clients, it all comes down to emotion and your clients’ perceptions.

The very first thing a “customer” wants to know before they will invest any of their time learning
about what you have to sell is: Are you right for me? It’s always about them – not you. Their most important concerns are about what they are going to get. Only after they are comfortable with their own concerns will they be open to listening why you might be the right choice to represent them.

Everyone wants to be treated with respect, understanding and dignity. When you have the ability to elevate these to a higher level than a client might otherwise expect, you begin to tip the scales. This is one way to add “value” to what you provide. Wherever you can add to the experience that your clients receive while interacting with you and your firm, it will add to their comfort and pleasure in a situation that may not be pleasant to begin with.

When defining exactly what your client gets, your answer should be in terms of perceived value because that’s the gratifying reason a person parts with their money. Consequently, as soon as another firm adds more value to their offer, the scales start tipping in their favor. You must continually identify and understand all the value your customer gets.

In the end, it all comes down to understanding what you are “selling”. In the client’s eyes, they are buying a solution to their problems. Not you. Not your firm. Not your degree or where you got it. Not pieces of paper. They are buying results that make them feel better.

Coming up in 2 weeks:
Understanding value in legal services – Part II
What are you really selling?

by: Dennis Kunkler