Law practice Marketing– Increasing Your Income By Grading Customers

Law firm marketing is consisted of several elements. The analysis of your firm in law practice management can be complicated, nevertheless, lets begin with a crucial success variable– your present customer base. Handling your customer base is the most essential element of your law office marketing efforts. I suggest you begin with grading your customers.

John F Kennedy, Jr.
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The ABCD Option In looking at your client base for law office marketing purposes, you can utilize a time-tested method of analysis. This is the crucial idea of “ABCD clients”. Service specialists of lots of types use this technique to accurately rate and organize their customer base. And for reliable marketing for law practice, this approach is priceless. By the way it is not almost marketing. It is also about serving your customers better than ever.

As you certainly know in schools we use the letter grading system to rank the trainees in order of how well they perform on documents, tests, quizzes, and so on. Likewise we will “grade” our customers. So think of your customer grading system for law practice marketing as summarizing all the aspects of a good customer.

A client who gets an” A”would be one who has affordable expectations, follows your guidelines, is grateful for the work you do as well as considerate and expert in their temperament with both you and in specific your personnel. In fact if you are ever questioning if someone is an “A” customer or a “D” customer just ask your personnel. The “A” client sends you referrals that develop into “A” customers as well. The “A” customer is never ever worried about the costs you charge because they know your services deserve the expense. They pay their expenses on time all the time. And finally, their cases are fascinating and substantial matters. Now isn’t this the sort of client you are going for in your law office marketing in the very first location? In addition, have you ever heard the old saying “birds of a feather flock together”? This indicates your “A” clients know a lot of other “A” customers who they can refer to you if you play your cards right.

Of course a customer with a”B “grade would have a number of the very same qualities of the”A”client, but not all. A customer with a “C” grade would be closer to a “D” customer. A client with a “D” grade is the total opposite of all the attributes of an “A” customer. They do not have reasonable expectations, they pay their bills late (some not), try to negotiate lower charges or retainers, don’t follow your instructions (may even believe they know better than you do), are disrespectful or less than professional, they do not send recommendations (or if they do they are likewise “C or D” customers), their matters are not substantial and fascinating, and they frequently grumble about regular charges. Not a pretty picture these “D” clients. Let your competitors have them!

In targeting your law office marketing, “C & D” clients are not the kind of customer you want to attract. Most firms discover that “C & D” clients use up between sixty to eighty percent of their effort and time, while just bringing in twenty to forty percent of the company’s income. Does it make good sense to cultivate this type “C & D” business? Obviously not. You need to stop taking “C & D” company and “fire” (morally naturally) any “C & D” organisation that you can. Even if you just begin with the “Ds” it is a beginning. Rather liberating also my clients report to fire these folks.

Reliable marketing for law practice consists of a sensible take a look at exactly what will bring the very best benefit for the best customers. Ridding yourself of customers who are graded a “C or D” is one of the very best things you can do for your “A & B” customers. Without investing all your time on the “C & D” problems and concerns, you can pour your attention into your “A & B” clients (moving their matters to conclusion quicker therefore you can do more of them). Therefore the “A & B” customers will be much more satisfied, resulting in more recommendations and more company from them. Clearly a “win/win” for all.

Another big, huge benefit of spending less or no time on your “C & D” service is you can focus more time on establishing your “A & B” recommendation network. Your increased marketing time and more focused law firm marketing will result in more quality “A & B” company.

What I have discovered working separately with over 500 lawyers is most of you will have to limit your practice areas to one, two or possibly (and I do suggest perhaps) three practice areas in order to drop your “C & D” cases. A lot of lawyers are practicing “threshold law” that is defined as taking anything that comes across the limit of your workplace. In picking your practice areas attempt to incorporate cross-salable areas, such as wills and trusts, realty, and/or estate planning for example. Select the most financially rewarding practice locations you have and after that put your law firm marketing efforts into those targeted practice areas while concentrating on “A & B” clients and recommendation sources. This may be a bit frightening in the beginning and in the long run you will be exceptionally glad you did.