Where are the clients?

  • October 14, 2014
  • Mary Ann Freedman

Many of our law firm clients, and our own marketing consultancy firm, gained new clients in the '90s by relying on referrals and public relations efforts such as placing articles in target publications, speaking at conferences or leading workshops.

But now, potential clients look for their professional advisors in new places and in new ways. For example, many dot-coms that sold out or went public in the dot-com boom had never used a lawyer before –or if they did, it probably wasn't the lawyer with the specialized experience they needed.

To get results from your marketing efforts in 2001, you'll have to be more diligent and more forthright, and market smarter. With your marketing strategy firmly in place, you'll need to cast your net over a broader target group to attract new clients.

Here are the top ten places lawyers can go to look for new clients in 2001.

1. The Yellow Pages
Believe it or not, the Yellow Pages work. A year ago, we received a phone call from a firm that found our name in the phone book. The firm's managing partner had asked the director of human resources to find a director of marketing who could begin immediately.

Realizing that a search for a marketing director could take months, the HR director went to the Yellow Pages to look for someone to act as an interim resource. She chose our firm because we were located in the downtown area where many lawyers hang their hats. This client ended up being our largest client last year, and we anticipate an ongoing relationship.

2. Your Website
Lynn Harnden, a partner in the Ottawa labour and employment law firm Emond Harnden, says he has won at least two new clients from his firm's Web site.

"A large insurance firm visited our site for research purposes and was impressed by the range of information covered and the quality of analysis available," he says. This company subsequently retained Emond Harnden to provide ongoing employment advice. "The second was a company in the transportation sector in Northern B.C. that required advice with respect to a bid on a transportation project in Ontario."

Emond Harnden utilizes professional writers in English and French to ensure that the content is well-written and understandable in both languages.

So, if you've spent time and money perfecting your site – be certain to check it on a regular basis. Review the guest book entries; a prompt response with a "thank you" to these entries shows you care. Also, address any concerns or questions the visitor may have expressed in their entry.

3. Industry meetings
As a new director of the Turnaround Management Association, my first meeting was on a blistering cold January evening. When I arrived, a sea of unfamiliar faces greeted me. I started talking with the first person I saw when I walked into the room – whose daughter turned out to be taking lessons in the same skating club as my daughter. But even more important, his company was in the market for a new corporate brochure.

Trade association meetings, in an industry within your target market, are valuable. It doesn't matter to whom you talk. And remember, when you have to escort your 10-year old to that 7 a.m. Saturday hockey practice, be vigilant - you never know who you might meet!

4. Other professionals
Ron Miller, a lawyer specializing in corporate law and wills and estates at the Toronto firm Goldman, Sloan, Nash & Haber, says he finds accountants are a good source of new business.

Sometimes an issue arises with a client in an accountant's practice that requires legal expertise. "Perhaps this client doesn't have a lawyer, or isn't satisfied that his lawyer has the experience to deal with the legal issues that have to be addressed," notes Miller.

"For example, if a client is thinking of selling his business, the accountant discusses how to go about valuing the business, the process to go through, and various tax and other planning aspects. When the accountant asks: 'Do you have a lawyer?' and if the answer is no, frequently the client decides to go with the lawyer the accountant recommends.

5. Time and billing records
Maybe it's time to go back to your time and billing system and look at names of individuals or firms that you pitched, even though the work never came your way.

This process might also trigger names of professional advisors you met while working on a file for existing clients who have similar business interests and clients. Maybe you worked on a real estate transaction with an accountant or a real estate agent whose relationship you want to renew.

6. In the air
On a crowded airplane, most people who travel regularly bury their thoughts in their work, newspapers, or business magazines. Others search for a window seat so they can prop themselves against the window and fall asleep. But travelling could be a great opportunity to generate new business.

You already have a few things in common with the other passengers - destination and discomfort. Your seatmate is a captive audience and can provide opportunities in the way of referrals, leads or just good business information.

7. Business lead clubs
While small-business owners have long relied on networking for client prospecting, a new twist is business lead clubs, professional networking organizations that allow only one person per profession to join a chapter. Membership in such clubs is described as having dozens of salespersons, because all other members carry several copies of your business cards around with them.

You can find business lead clubs on the Internet using keyword searches such as "networking clubs" and the target city. Or check the Website of the most prominent such group, Business Network International (www.bni.com), for more information.

8. Staff
Non-lawyers in a firm are frequently ignored when it comes to generating new business. In fact, every member of your firm is a potential salesperson, whether they answer the phone, do research, file documents at the courthouse or sort mail.

All members of your staff should be armed with the vision of what the firm is, where it's going, and who its target markets are. Communicating the business development contribution of all members of the firm is critical to keeping the sales effort continuous and top-of-mind. Stand behind all such efforts, encourage project leadership and reward your staff's efforts.

9. Suppliers
Suppliers not only service your firm, they also supply hundreds of other businesses, which may be potential clients for you. Do your technology consultants, equipment suppliers and printers all know who you are and what you do? As they move around calling on all their other customers, wouldn't it be great if they had the potential to identify prospects and clients for you?

10. Existing clients
And of course, the richest source of new sales may be your existing clients. They know your business and they know you. You have a trusting relationship. If you serve clients well before, during and after the project, they will be glad to do business with you again. Furthermore, they will refer business to you.

The days of waiting around for referrals are gone. Don't miss out on opportunities that might be right around the corner.

Mary Ann Freedman is president of Freedman & Associates, a Toronto-based strategic marketing firm with 15 years experience in advising lawyers on marketing, communications and public relations. She works with lawyers helping them refocus and implement effective marketing plans.