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What Is the Cost of Marketing Complacency?

By Kimberly Alford Rice
November 02, 2015

I begin this article with an interesting question: Are lawyers' marketing behaviors self-actualized? Why do I ask? I was recently reading an article in which a study reported that once complacency sets in to a workplace, it functions much like an organizational cancer, slowly eating away at the core values of the firm. This prompted my thoughts on lawyers and their marketing behavior.

Regardless of the present economic conditions, your lawyers' practices (and by extension, your law firm) will grow and contract in relation to predictable economic cycles. What goes up must come down, and so forth. The point is that while your lawyers' workloads may be overwhelming today, if not properly attended to, you could find the client list growing shorter and shorter, until, eventually, it is nonexistent.

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