The Power of Personal Connections in Law Firm Marketing
Today’s technologies have made it easy to be impersonal. Blackberries interrupt us at luncheons. Blue Tooth speakers seem surgically attached to the side of our heads. In another time, appearing to hold a conversation with oneself would be grounds for psychiatric evaluation!
With all those gadgets, it’s easy to overlook the importance of personal contact to make a lasting impression with a potential client. Don’t let wires and gadgets substitute for this essential business development tactic.
Hone-in on Your Message
If you held your target captive, what would you say? Peg your elevator message (the 30-second pitch prepared in advance to pique your potential client’s interest) ready if by chance you meet at a seminar, trade event, or randomly on the street.
Don’t waste precious time spouting off your list of degrees, or how many attorneys your firm has. Put into perspective the specific needs of the potential client, and keep it simple. Tell them what your firm can bring to the table. Then give just enough to get them curious.
When a client asks you a direct question about how your firm can help, they just gave you permission to market to them further. Don’t let the opportunity pass to keep the conversation going after the metaphorical elevator opens.
As I have mentioned in previous articles, use every opportunity to close the sale. Inquire about next steps.
Go Beyond the Email
It’s easy to hide behind digital mail as a law firm marketing technique, but just a bit more effort can reap sizable results. Handwrite a note of thanks to the potential client for his/her time and consideration. Send an article or inform your client of legislation that can potentially affect your client’s industry.
In other words, use a personal touch and you’ll stand out amongst the sea of courting competitors.
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