I’ve been talking to quite a few attorneys over the past several months who are increasingly concerned about how the tough economy is affecting their practice and their ability to focus on marketing their law firm.
Let’s have a little perspective on this. As a business owner, you can either focus on the fear and scarcity mentality that is being promoted by the media today or you can focus on taking action and abundance. Which choice you make has immediate and long-term implications. If you allow yourself to be controlled by fear or make your decisions based on scarcity, you will miss the opportunities that come your way. Your challenge is to stay focused on taking action, look for opportunity in the midst of crisis and find a way to leverage it!
Here are 5 Tips to Keep You Focused:
Focus on the positive. I recommend making a list of all the good things that happen to you each day and keep it posted near your computer as a constant reminder that not everything is bad.
Focus on what you can control, instead of what you cannot control. You cannot control the global markets, the investment banks, or the economy. You can only control your actions so create an action plan of what steps you are going to take to keep moving forward. Have a heart to heart talk with every attorney in your firm and require them to submit 3 specific steps they will take in the next 90 days to generate more business for your firm.
Focus on improving client satisfaction and retention. Send out a client satisfaction survey, call up your top 10 clients and take them to lunch, stay connected with your current and former clients—ask them what challenges they are facing and how you can assist them. Perhaps you can introduce them to a banking colleague for a much-needed business line of credit or a real estate broker who can help them sublease some office space.
Focus on implementing your marketing plan. When this economic crisis is over, you will
find some firms have just barely managed to survive, while others have grown significantly. The difference is when everyone else was pulling back, some firms see this as the perfect opportunity to expand their marketing and increase their efforts. Which path will you follow?
Focus on connecting with referral sources. Go through your rolodex and reconnect with every single person who sent you a referral in the last 24 months and start meeting with them in person.
As you go through your week, working hard on growing your practice, remember these tips. And stay focused.
Don’t get caught playing the law firm marketing game under the old rules. Get a new playbook by attending an Avvo seminar. Three times bigger than Martinale.com, lawyer directory Avvo is holding three free seminars on Wednesday, June 17th in San Diego and Thursday, June 18th in Irvine in the morning and Los Angeles at night. Hear law firm marketing expert Stephen Fairley and others tell you what you need to know to market your law firm in the New Normal.