Well now, doesn’t that just open up some legal marketing possibilities for all kinds of firms, including small ones. Thanks a ton to Dan Hull, and Gerry Riskin for pointing out the results of BTI Consulting Group’s recent survey, which states in part:
*Only 30.7% of the Fortune 1000 companies recommend their primary law firms
*53.7% of respondents in the previous 18 months showed their primary firm the door,
*Over 50% of the companies say they would try a new firm for “substantive matters.”
That is pretty astounding, really. But what opportunities this could present to the smart and aggressive (in a good way) smaller firms. Granted a lot of the matters will likely require a large law firm to handle, but again that all depends on the definition of “substantive.” Both Dan and I agree that small firms can benefit from the dissatisfaction with some large firms.
See my post of last August entitled “Competing With Larger Law Firms” for more on how small firms can gain work from large companies. It is more likely if their niche is narrow enough and the number of lawyers required doesn’t demand the resources of a large firm, then you just might get selected. Also, take a look at my post on “General Counsels Do Hire Small Firms.”
For some ideas on how to get them to do that, take a look at my post of a few months ago on focusing your lawyer marketing efforts.