When it comes to securing leads, the follow-up email is hard to beat. One study found that a 12% response rate from two emails increases to 15%–16% with a third email. If you play your cards right, the success of your email marketing could, in large part, depend on your follow-up emails. So, how do
Client Communications
Turn More Consultations into Happy Clients with This Simple Mindset Switch
By Marc Cerniglia on
Think about how consultations usually go at your firm. What talking points do you and your team bring into those meetings? If your answer is “who we are, what we do, and the cost of our services,” there is a fundamental flaw in your consultation model keeping you from converting clients: You’re selling yourself instead…
Does “Market of One” Approach Make Sense?
By Tom Kane on
Posted in Client Communications, Marketing Tips
From the Archives
Ran across The BTI Consulting Group’s concept of “Targeting Clients with a Market of One Approach.” Their “market-of-one” approach does not mean you only market to one client. Obviously, starvation would quickly follow.
This is also commonly referred to as client-centric marketing and business development.
They mean that instead of focusing your…
Legal Marketing: Five Ways To Keep Your Clients Coming Back For More
By Daniel Decker on
Posted in Building Relationships, Client Communications
This article originally appeared on Forbes.com.
What do you think the No. 1 factor is in determining whether or not a customer returns to a restaurant? Most people might say the food. If the food’s great, they’ll be back. But that’s not usually the case.
Service tends to be the leading factor. After all, poor…
Legal Business Development: Top Six Marketing Tips
By Paula Black & Tom Kane on
Are you having marketing meetings? Talk is cheap. Buy-in and action is key. Thinking and planning is the easy part for lawyers. Implementation is not. Too often it is where the plan falls apart. Remember that discussions, meetings, and planning are only the start. The key is taking ACTION. The big question… What actions should…
It’s Time for Proactive Marketing
By Tom Kane on
Posted in Client Communications, Marketing Tips
Okay, okay. I know what you’re thinking. Isn’t marketing by definition proactive? Well, I’m thinking about a slightly different twist. It involves anticipating future problems that a client may encounter and discussing them with them in advance before they ask somebody else.
A couple of days ago The BTI Consulting Group published the results…
Visit Your Clients ASAP
By Tom Kane on
Posted in Client Communications, Marketing Tips
From the very beginning of this blog, I have urged lawyers to visit their clients (off the clock) at their place of business (also referred to as their “problem space”). It often results in immediate new business. It worked for me, and many attorneys I’ve coached over the years said it worked for them.
That…
Networking During the Holidays
By Tom Kane on
Posted in Client Communications, Marketing Tips
With the crush of year-end and the busyness of the holidays, I decided to post an encore of a
holiday post I did on December 18, 2007 on reaching out to clients and referral sources by telephone (at least) during the holidays. Personal attention is better than (but not to the exclusion of) holiday cards.
Does “Market of One” Approach Make Sense?
By Tom Kane on
Posted in Client Communications, Marketing Tips
Ran across The BTI Consulting Group’s concept of “Targeting Clients with a Market of One Approach.” Their “market-of-one” approach does not mean you only market to one client. Obviously, starvation would quickly follow.
What they mean is that instead of focusing your marketing on your firm/practice area or concentrating on a geographical area, you should…
Want More Business? Manage Client Relationships Better
By Tom Kane on
Posted in Client Communications, Marketing Tips
If any lawyer does not understand how important client relationships are they need to find another line of work. In this month’s issue of Edge International’s Communiqué there is an article by Shirley Anne Fortina that points out how important strategic CRM is to business development.
She states “Client relationship management should be your number…