FJA Convention 2010
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Transcript of FJA Convention 2010
Why Relationships, not Advertising,
Will Determine Your Firm's Fate
“Sometimes people continue to do things that don’t bring results, all the while believing strongly that what they are doing is effective.
There are only two reasons why people would continue to behave in an unsuccessful way.”
“Either they are crazy, or there is something in their environment that’s rewarding and encouraging the use of the ineffective behavior.” – Neil Rackham, SPIN Selling
Graph courtesy of hitwise.com
Image courtesy of social-cache.com
“The major advances in
civilization are processes that all
but wreck the societies in which
they occur.”
-- A.N. Whitehead
1. Recommendations from friends
2. Other peoples’ opinions online
3. Company website
4. Editorial content (news articles)
5. Brand sponsorships
Most trusted marketing:
“The biggest cause of serious error in this business is a failure
of communication.”
Communication: The next innovation
for law firms
Communication: What Americans want
from law firms
Area % Rating
Educate the public about how to handle common legal problems 81% 7.8
Do a better job of communicating with their clients 80% 7.8
Do a better job of policing and regulating themselves 78% 7.7
Do a better job of explaining their fees to their clients 69% 7.3
Do more public service and pro-bono work 63% 6.8
Lower their fees 57% 6.8
Be more selective about the cases they take 46% 5.9
Change the way they advertise 45% 5.8
Stop advertising 27% 4.3
Source: LJS survey, 2002. Survey participants were asked to rate each area on a 1-9 point scale where 9 meant “very important” and
1 meant “not so important.”
Build a community of referrers
1. Focus on education, not advertising.
2. Communicate with your community regularly.
3. Put someone in charge as community
facilitator.
4. Find ways to have your community meet in
person.
5. Participating with your community is
marketing.
Knowing who’s referring you and track it.
Phone calls.
Emails.
Newsletters.
Events.
Invitations on Facebook.
Build a community through:
Client experience:How to define and improve it
Know your moments of truth:
• The way a client first learns of your firm
• The first interaction with a firm representative
• The first interaction with an attorney
• The acceptance or declination call
• The response to various questions or
pressing issues
Moments of truth mapFirst
interaction
Evangelistic
Efficient
Average
Functional
Second
interaction
Could be better
Disappointing
Third
interaction
Fourth
interaction
Fifth
interaction
Good word of mouth
No word of mouth
Angering
Poor word of mouth
Client experience:Create standards of service
SafetyThe safety of guests is the
primary concern
CourtesyEvery guest treated as if they
were a top VIP
ShowDisney is about a seamless
performance
EfficiencyFocus on improving all
aspects of service
Client experience:Survey clients to understand
their experience
Ask 2 questions:
Question: How likely are you to
recommend us to friends, family or
colleagues?
Answer: (1-10 scale)
Ask 2 questions:
Question: Can you tell us why?
Answer: (Fill in the blank)
The ROI PlaybookClient Experience Management For Law
Firms
Define Relationship Types
Clients
Staff
Partners
Professional Peers
Media
Local Community
Internal External
A Comprehensive Approach to Marketing Through Relationships
• Define Relationship Types
What is Radius of Influence?
• Identify Appropriate Channels
Identify Appropriate Channels
A Comprehensive Approach to Marketing Through Relationships
• Define Relationship Types
What is Radius of Influence?
• Identify Appropriate Channels
• Develop Engagement Strategies
• Create Metrics
Courtesy of
insanityoverrated.files.wordpress.com
Courtesy of
baconhaikus.wordpress.com
radiusofinfluence.com
Strategy First, Tools Second