Lawyer Marketing and Client Development: It Ain't Rocket Science | Law Consulting Blog
Cordell Parvin, former practicing lawyer, provides marketing and business development consulting for law firms. In his experience, lawyers are sometimes hesitant to marketing because they believe it is complicated. He outlines some key elements to getting hired:
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- Become visible - Clients need to know who you are.
- Become credible - Clients need to know what you do and that you do it well.
- Build relationships with weak ties - Your visibility and credibility will lead to relationships with weak ties. Find as many ways as possible to increase the number of these weak tie relationships.
- Recommendations - Weak ties who know you and know what you do and that you do it well, will recommend you.
- Potential client meetings - Weak tie recommendations lead to meetings with potential clients.
- Build trust and rapport, ask good questions, actively listen and focus on what the potential client wants - Your potential client decides whether he can trust you to handle the matter and what it will be like working with you. He does not care about what you do. He cares about what he needs and wants.
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