What does a client want from their lawyer? Perhaps love is too much but how often do solicitors consider what clients look for when choosing their legal adviser. More importantly, what is it about your competitors that may be attracting your existing or potential client to them. The need to understand your client is more important now than ever as new entrants to the market emerge. Organisations such as Co-op will not be able to create significant amounts of new work. Rather they will be looking to take market share from the current incumbents. Member organisations such as Saga and AA know their members and their habits. They know about their insurance needs, what cars they drive, the number of dependants they have, their health profiles and the number of holidays that they take. Supermarkets, with their loyalty schemes, even know your favourite brand of cereal or toothpaste as well as the guilty pleasures you treat yourselves to now and again. With this sort of information, marketing additional services such as wills and powers of attorneys should be a doddle.
What these new entrants need to do is demonstrate that they have the relevant legal expertise to carry out the work. They will need to recruit good staff and invest in sophisticated IT. How can existing law firms and legal brands such as HighStreetLawyer.com compete?
They can do so by showing that a strong personal service that puts the client at the heart of everything that the lawyer does is still available. Whilst price is an extremely important factor in selecting your solicitor, making the client feel appreciated is essential. Clients want to feel like they are appreciated by their lawyer and not just for the fee. Easily achievable objectives such as availability and accessibility will level the playing field between traditional law firms and new providers but understanding how to appreciate clients will tip the advantage in the solicitors favour. Add to that sophisticated marketing, risk management procedures, clearly defined branding and buying club benefits and the advantage starts to become greater still.
Find out more about HighStreetLawyer.com and how it can help you whether you are a law firm, a consumer of legal services or a service provider by contacting me.
All the best
Gary
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