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This article defines the specific and best actions lawyers and law firms can take to expand client relationships. This first part includes specific actions individual lawyers can take to expand client relationships.
It is well-established that it takes much more time, money and effort to get a brand-new client in the door than it does to get more work from an existing client, where a relationship of trust is already established. See, “Don’t Spend 5 Times More Attracting New Customers, Nurture the Existing Ones,” Forbes.com. Yet, for a variety of reasons, many law firms and lawyers struggle to effectively cross-sell or cross-service (defined as expanding the type or amount of work done for any individual client). See, ““Cross-Selling Sucks.” Here Are 18 Reasons Why. (Part 2),” Fishman Marketing. In fact, Michael Rynowecer says “BTI research reveals the typical law firm has only 23% of a client’s work available to them” and “clients often wonder why law firms and lawyers don’t spend more time and effort trying to get more of their business.”
By Vivian Hood
Law firms today are increasingly looking at innovation to help distinguish their practice offerings, strategy, and leadership, and need inspiring marketing to develop meaningful campaigns that resonate with their audiences.
By John J. Buchanan
So, you’ve been in your role in the marketing department at your firm for a few years. Things are going well — but you want to expand your skill set, try something new, or take on a fresh challenge. The lawyers you work with routinely attend CLE classes so why shouldn’t you focus on your own professional development?
By Larry Bodine
Becoming a renowned expert in your field will bring you the best files from the most profitable clients — and the shortest path to becoming a thought leader is to write a blog.
By Randy Labuzinski
Traditional media continue to evolve and constrict in a marketplace consumed by non-traditional influencers, including bloggers, social media stars, bots. Accordingly, the art of media relations is more important than ever to make sure PR professionals are doing all we can to influence the dwindling number of legitimate journalists while managing and enhancing the public reputations of our law firm clients.