When you have a chance to determine what your clients need and want from you, consider it a priceless possibility to learn. All their needs and wants–and their experience with your firm–are the key to determining the focus of your marketing efforts. Finding and delivering what your clients need and want will not only bring about satisfied clients but, if you apply this knowledge to you and your practice, their experience of your firm can also become your branding. more information
At a corporate law practice in Hundred years City many years ago, a senior partner shook hands with one of his clients following the finalization of the company’s first public offering. The two men reminisced of their long relation-ship. “We’ve experienced a lot together–both good and bad–from climbing out of our financial mess, to the opening of our first four stores, to building out practically four hundred of those, to finally going public, ” the president of the company said, smiling. “It was not a fairly easy journey, but I am just sure glad in the end it turned away you who was with us. Regardless of where we were, you were ever present too. ”
When a client speaks to you from the heart, the insight you obtain will be priceless. The marketing materials for that Century Metropolis law firm had recently emphasized their track record, their versatility and their willingness to be difficult. Had they did not incorporate this client’s perception, they would have overlooked an important marketing opportunity. Luck-ily, the senior partner was a savvy marketer. This individual immediately knew the value of a long-term patient’s praise. It became an important part of the firm’s identity and, after a while, made the way into the business’s branding and marketing materials: “Wherever you go, which where we’ll be… very well
Beyond the decent service, the sound legal services and the expectation of professionalism, what mattered to that particular client on an psychological level was that this firm was by his company’s side through the good times and the bad.
Not all of your clients will palm you a resonant marketing phrase. But an experienced marketing professional with the proper skills will make you more aware of them when this does happen, and more impor-tantly, can help you use them to condition the way your firm brands its services. But the type in this example is not the catchy phrase or use the kind expression of gratitude. What makes the Century City firm’s marketing insight essential is the fact that it symbolizes a significant truth about the firm: It does keep by its clients even when times get difficult. That’s how the company does business.
In the late 1990s, one of the major law organizations in the country decided it wanted to utilize the technology boom. The marketing team advised the organization to target small start up companies and offer them a lower hourly rate for general business things in the hope that, if the business enterprise succeeded, the firm would be presented with all their legal work, including taking them general population. The marketers believed that doing this would display the firm’s commitment and loyalty to their smaller, weaker clients. One such client had this regrettable experience dealing with the firm:
“In the starting, the firm really looked like considering what we were trying to create. That they spent time getting to know us and indicated a real desire in seeing us suc-ceed. I truly believed them. I was invited to firm-sponsored training seminars and even got asked to the firm’s heavens booth for the big game. Everything was heading well until the technology bubble burst–and with it, our close relationship with the firm. No more friendly partner calls to observe how we were doing. After a while, I was lucky to get my calls came back. They knew we were strapped for cash and, when we were not able to pay their charges, they sued us. That they didn’t just sue the corporation (the one they helped us set up), they sued myself, since I was the chief executive of the company. This was a disas-ter. The moment the chips were down, this firm came at us with knives. Allow me never forget this experience–nor will my co-workers and friends. “