Client-focused marketing should be at the center of your business development strategy.


As you stock your business development arsenal, be sure to pay attention to tools and tactics for engaging your prospects and enhancing relationships with your clients.

• Is your firm’s website generating leads?


• Would a new logo effectively communicate with your prospects?


• Is your electronic newsletter serving as a pretext for conversations with your clients and prospects who receive it?


• Can your existing marketing collateral be used as a touch point during legal sales?

Communication is essential for building client relationships. Business development training should help to provide a firm with tools and tactics that result in tangible benefits for clients. Firms should provide marketing materials – including the firm website, graphics, newsletters, and articles – that speak to the needs of the prospect or client seeing them.


Individual lawyers should focus on making a connection and building relationships. They must approach their prospects with a clear understanding of their business – using value-added collateral and client-friendly marketing activities – in order to realize success.

This entry was posted on Friday, April 16th, 2010 at 5:15 am and is filed under Client Retention. You can follow any responses to this entry through the RSS 2.0 feed. Both comments and pings are currently closed.