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“You scratch my back” may not be the best referral strategy for lawyers and accountants

02 June 2014

You would not make a recommendation for a mediocre restaurant would you?  Or a slightly above average film?  Or an Indian takeaway with so-so service?  So why should it be any different when it comes to recommending an accountant, a lawyer, an IFA or any other professional?

Posted by: Douglas McPherson  |  Comments: 0

The best marketing strategy for lawyers & accountants may be to move FURTHER into their comfort zone

31 May 2014

More importantly because you will be concentrating on the stuff you like doing, you'll do it well and, as a result, you'll overcome that other age old adage "I'm too busy" which means you'll do it as often as you actually need to. 

Posted by: Douglas McPherson  |  Comments: 0

Marketing lessons lawyers and accountants can learn from ... Spanish waterslides?

22 May 2014

It’s almost like those two lessons were applicable to networking/asking someone for a coffee/ speaking at a conference/asking an editor for some editorial space/asking someone if they’d like a visit for a chat/offering some in-house training … or all of the above.

Posted by: Douglas McPherson  |  Comments: 0

Why lawyers’ and accountants’ marketing should mirror proper football not American football

16 May 2014

Every good football team has to have the ability to defend and attack.  While it looks like the goals win you matches, those goals are pretty inconsequential if the back line leaks like a colander.

Marketing and business development is the same.  Your attack is the new client acquisition.  It’s the obvious part, the tangible - get out there, make a splash, win some new work, grab the glory.  However, if you’re not holding on to the clients you already have – your defence – then it’s all in vain.

Posted by: Douglas McPherson  |  Comments: 0

A business plan is not just for bank managers

02 May 2014

At the risk of getting myself in to hot water I think it’s fair to say that historically many legal and accountancy practices have grown with little formal business planning.

The thing is today law firms and accountants face a much more competitive market. 

This means lawyers and accountants have to be more focused and more commercially savvy.  Everything from objectives and targets (both financial and named) through to the time, resource and marketing and business development activities required to get in front of those targets so you realise your objectives now needs to be planned properly.

Posted by: Bernard Savage  |  Comments: 0

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