This post was written by Jim Hassett: "When the economy changes, lawyers must change too. New client demands and new levels of competition are requiring lawyers to rethink the way they develop business.
When I wrote the book Legal Business Development: A Step by Step Guide a few years ago, I outlined the steps each lawyer should take to find their unique individual answer to the question, "What should I do today to increase new business?"
The fundamentals of marketing have not changed since then, but the world has. In the current economy, every lawyer must focus first on defensive marketing - protecting the clients and referral sources they already have - and on providing clients with more value...
If you agree that defensive marketing would be a good idea, where should you start? Review tactics that have worked at other firms, quickly pick out an item or two that fits your practice and personality, and give it a try. Here are five of the best tactics to increase client satisfaction:..."
Full text and active links are available by clicking on the author's name.
Source: Legal Business Development, 3 February 2010, reproduced with permission of the author.
