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What is a client service team and why do you need one?

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So, you've hired your PR firm, signed a letter of engagement on the dotted line, and put them to work. You sit back and let them get to it, and pat yourself on the back a little. And why not? You've gone through a rigorous process assessing the candidates, finding out which agency's culture fits with your firm's, hammered out the details of budgets, responsibilities, strategies, etc. Quite frankly, you're pooped, and, as far as you're concerned, your job is over, right? <br>Well ...

I'm always coming across articles and books by marketing gurus about how you must differentiate yourself from your competition. Their writing is usually peppered with advice on how to "position" yourself and "brand" your practice. And many attorneys spend a lot of time, energy, and money trying to convince potential clients that they are somehow different (read: better) than others who provide the same service. <br>It's a fool's errand, and I'll tell you why.

There's a marketing concept out there that many law firms have just recently stumbled upon, one that most other types of industries have known well for decades ' return on investment, or ROI. As firms become more sophisticated in marketing, as budgets for marketing increase, and as competition becomes more fierce, firms are beginning to demand that their marketing dollars they spend produce results. <br>Nowhere is the concept of ROI more easily implemented, tracked, and realized than in the area of Internet marketing, through the use of Web sites and the search engines that locate them.

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There is acute tension between the do-it-now mindset of media-savvy PR pros and the generally cautious nature of lawyers. Eliminating the tension completely is impossible, even inadvisable. After all, the client's interests are sacrosanct, and overlooking those interests to get some quick press courts disaster. You can alleviate the tension, however, by taking steps to ensure a smooth process before you get that 3 o'clock call.

Getting lawyers and law firms do things differently is not an easy task and instilling a marketing mindset among lawyers is a major effort for most firms, resembling the proverbial challenge of "herding cats." <br>However, the most profitable firms are moving closer to a corporate model of governance, with institutional goals, strong leadership and streamlined governance. They are also starting to embrace marketing, recognizing the need to get closer to existing clients and invest time and resources on focused, proactive strategies to go after new ones.

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You probably have much less time than you wish you had to "do your networking", so you might as well make the most of it. To ensure maximum return on investment for each event you attend, you'll need to carefully decide which events to attend, how to prepare for them, whom to go with, how to approach people and even what to wear.

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