The Rainmaker Blog : Law Firm Marketing and Business Development : The Rainmaker Institute : Stephen Fairley : Professional Legal Marketing

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It’s no revelation that business is down for many law firms, but if your law firm marketing plan is not working for you, you need to examine the reasons why....fast!

Here are several common law firm marketing mistakes you may be making and what you can do to fix them:

You have failed to convince them of the value your service gives to them specifically. Solution: Go back and do more research on your target market's "points of pain." Use more of these in all of your conversations with prospects.

They don't trust you. Solution: Develop a list of specific things you can do to build your credibility. Examine your personal image: your clothes, your mannerisms, your listening skills. Analyze your business image: your office location, your office furniture, the quality of your stationary, your business cards, etc.

They perceive your cost outweighs your value. Solution: Either temporarily reduce your price or immediately find ways to significantly increase your perceived value.

They don't believe your benefits or values because you haven't demonstrated them. Solution: Find a way to give them a FREE sample of your services.

Their risk seems too great. Solution: Find creative ways to reduce or eliminate the risk of working with you.

They don't feel like you listen to them. Solution: Stop talking so much during your presentation. Ask more questions. Develop a list of questions to ask prospects. Work on reading their body language. Use active listening skills and reflective feedback. Use the 25/75 Rule. A good attorney talks less than 25% of the time during the initial interview. They ask good questions and then listen 75% of the time. The interesting thing is that prospects will feel you are more competent the less you talk, the more you listen and the better your questions are.

Prospects will not hire you when they don't want you, don't believe they need you or can't afford you. Solution: Cut your losses and move on. They are currently NOT in your target market.

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Based on Stephen’s highly successful seminar series by the same name, this 3-audio CD program covers dozens of practical recommendations and step-by-step sales and marketing techniques for solo practitioners and small law firms.

More than 7,000 attorneys from law firms all over the country have experienced powerful results from attending the Becoming A Rainmaker seminar. It has been sponsored by more than 22 of the largest state and local bar associations.

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• Why most advertising is a waste of your money
• What to expect from a Yellow Pages ad
• The 3 marketing strategies that will produce 80% of your results
• How to influence the Know, Like and Trust factors
• Common marketing mistakes lawyers make and how to avoid them
• How to answer the question, "Why should I buy from you?"
• Specific ways you can set yourself apart from low-cost lawyers
• What to do with the 15% of the population that always buys on price
• Ways to attract your Ideal Target Market
• The 6 stage sales process you must follow for maximum success

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