Make Sure Prospects Know How You Differ From Other Lawyers And
By Trey Ryder, Fri Dec 9th
Are you the same as all other lawyers? Of course not. But doyour prospects and clients know how you're different?
Everything you do to attract new clients and maintain currentclient relationships should clearly state how you differ fromother lawyers. One of the most important functions of marketingis to emphasize the ways you differ from your competitors. Yetif you interviewed your prospects and clients, they might tellyou one lawyer is the same as another.
Everything you do to attract new clients and maintain currentclient relationships should clearly state how you differ fromother lawyers.
Some time back, I heard the marketing director at a large lawfirm say that her lawyers weren't any different from lawyers atdozens of large firms. If she truly believes that, the firmneeds a new marketing director because she just surrendered inthe face of her competitors.
No two competing attorneys are exactly the same. No otherattorney on the planet has exactly the same education as you. Noother lawyer has served the same clients -- or handled the samecases -- as you. No other lawyer has taken the same continuingeducation classes as you. As a result, no other lawyer will makedecisions exactly the way you do.
Whether this makes you liberal or conservative, aggressive orpassive, here's the point: Every bit of information andexperience that you absorb affects how you provide advice andservices to your clients. Your advice and services are not likethose provided by any other lawyer. You should promote youruniqueness as one of your major competitive advantages.
Competitive advantages and disadvantages are determined ONLY bywhat is important to your prospects and clients. If you've beenin practice 20 years, you could conclude that your tenure is aconsiderable competitive advantage. But if your prospects don'tcare whether their lawyer has practiced for 20 years or 5 years,it's no advantage at all, at least not to that group ofprospects.
Here's your assignment: The positive ways you differ from otherlawyers are your competitive advantages. The negative ways youdiffer are your competitive disadvantages. Identify both so youknow your strengths and weaknesses.
Look at the following lists from your prospective clients' pointof view. Write down your answers to each question and then labelwhether you think the answer is an advantage (A), a disadvantage(D), or whether it is neutral (N) in your prospects= eyes.
Look first in these areas:
Evaluate your qualifications: Where did you graduate from lawschool? How long have you practiced law? To which courts are youadmitted to practice? Which, if any, certifications have youreceived? List your professional memberships in barassociations, bar sections, lawyers' groups, and the like.
Evaluate your experience: Overall, how wide or narrow is thearea of law in which you practice? What types of cases orproblems do you handle? Specifically, what types of cases orproblems are you most experienced at handling? Do you haveexperience in
Condominium Declaration Affects Renting Out Units
A condo owner asks about how a condominium declaration affects her ability to rent out her condo. If the condominium declaration does not discuss renting out condo units, the condominium association usually relies on state law. The condo owner could sue to change the condominium declaration but that could lead to upsetting her neighbors. What should the condo owner do?
Transfer On Death Deeds Help Avoid Probate
A Florida homeowner asks whether she can avoid probate for her estate by using transfer on death (TOD) deeds. She wants to leave her condo to her son but does not want him to pay probate costs. Can she set up a transfer on death (TOD) deed so that her son avoids probate? Florida does not support TOD deeds for real estate but she can consult an estate attorney for help with probate laws and possibly setting up a trust.
Cancel Easement
A home owner asks about cancelling an easement that he has on his neighbors property. The easement may be for utilities and will be affected when the neighbor builds a pool. Both parties must agree to cancel an easement.
one particular area at which you could beconsidered an expert? If so, in which area? What specializedskills do you have? Are there any types of cases in your area ofthe law where you don't have much experience?
Evaluate how you serve clients: What specific services do youprovide? How long do clients wait for their case to be resolved?How long does it take you to return phone calls? If a prospector client needs to see you right away, how soon can he meet withyou? How much do clients typically pay for services? How pleasedare clients with the results?
Evaluate the physical environment in which you serve clients: Isyour office location convenient for your clients? Can yourclients easily find a parking space? Covered or uncovered? Doyour clients have to pay to park? Is your complex physicallyattractive and inviting? Is your office easy to find and easy towalk to in your complex? Is your office reception areaattractive and inviting? Is the furniture comfortable? Are yourmagazines current? (Recently, I picked up a magazine in adoctor's reception room that was 11 years old.) Does someonegreet your guests and offer them something to drink when theyenter your reception area?
Evaluate your office or the room where you meet with clients: Isthe furniture comfortable? Is the room neat and orderly? Are thefloor and windows clean? Do you sit with clients on the sameside of your desk? Do you sit across the desk from clients,allowing the desk to form a barrier between you and your guests?If you use education-based marketing, your educational effortsbecome a significant competitive advantage.
Evaluate your office procedures when you're involved in clientmeetings: Do you insist on no interruptions? Do you bar phonecalls except in emergencies? Do you give your guests yourundivided attention? Do you allow guests enough time to discusstheir problem?
One more important advantage: If you use education-basedmarketing, your educational efforts become a significantcompetitive advantage. People who request your educationalmaterials, as well as your existing clients, receive yourmonthly newsletter. They receive invitations to your seminars.You invite them to call you with their legal questions. And soforth. In this way, the marketing method you choose can be amajor competitive advantage that leaves other firms in your dust.
If you think of anything else that distinguishes you from otherlawyers, add it to this list.
Your competitive advantages benefit you only if you make themknown to your prospects. So start by memorizing the many waysyou're different. When you talk with prospective clients,explain your competitive advantages as part of yourconversation. Likewise, in your written materials, feature yourcompetitive advantages because those are the reasons prospectshire you.
About the author:TREY RYDER LLC Education-Based Marketing for Lawyers. LawyerMarketing Advisor http://www.TreyRyder.com Trey Ryder is theLawyer Marketing Department Sponsor For Jersey Justice.http://www.JerseyJustice.com
