The Visible Man
06 June 2011
When we're working with fee earners, one of the things they always ask us is what you need to do to stay visible, whether that's visible to:
1. A new contact you want to steer toward that all important first instruction
2. A former client that just isn't providing the level of work you'd expect
3. A current client you know is in the crosshairs of your competitors
4. An existing referrer of work
It is essential you remain as visible as you can to all of these groups at all times so you're always best placed when their next requirement for legal advice arises.
An old sales manager of mine used to describe this as the Coca-Cola marketing principal. Coca-Cola advertise everywhere from your local corner shop's sunblind to the final day of the Olympic Games. This isn't because they want to sell cans of drink; it's because when you're thirsty, they want you to think of Coca-Cola before anything else. I think this is a nice analogy for any service based business but particularly for the legal sector where, because of the distress nature of most purchases, it's impossible to conjure up optimum buying conditions. As such, making sure you're always visible will always deliver a far better return than traditional forms of marketing.
All roads lead to CRM
There is an underlying requirement linking nearly all of the suggestions I'm about to make. A workable CRM atabase. This can be as sophisticated (and expensive) as a ‘bells and whistles' state of the art CRM software system, it could be a middle of the road off the shelf package (that's our chosen option and it works!) or as cheap and cheerful as an excel spreadsheet. As long as the data is accurate, up to date and everyone's doing what they can to keep it that way, it essentially doesn't matter.
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