Chapter 1 explores marketing analysis and planning in the law firm. It explains why marketing planning is an indispensable management and business development tool as well as how to guide your firm through the steps the process entails. This chapter will also show you how to identify your market strengths, identify potential growth markets and use market research to develop sound growth strategies. Most importantly you will learn how to take the lead in developing objectives, strategies, and plans; and organize for maximum marketing effectiveness.
Chapter 2 discusses some of the techniques used in marketing and business development. Unlike many resources on professional services marketing, which are scholarly and theory based, this chapter explores proven yet effective lawyer-based marketing tactics. You will discover how to find a marketing role which is comfortable and effective, and determine the best ways to reach target clients through the use of strategies such as speaking, writing, networking, cross-selling, cold calls, community relations, seminars and programs, and other methods to obtain "extra-mileage" from your marketing efforts.
Advertising and legal ethics is the topic in Chapter 3. This chapter provides a strong foundation in the basic principles of advertising and promotion and gives readers an integrated approach to marketing legal services. Written in a friendly, engaging style, this chapter provides a complete analysis of the entire media marketing process including: planning strategies and tactics, budgeting, creative strategy, media options, the agency client relationship, and ethics.
Pricing and billing systems, the lifeline of private practice is discussed in Chapter 4. Extremely and highly researched, this chapter offers basic prescriptions for improving the pricing function of a law firm and presents a set of guidelines for developing and maintaining an effective organizational approach to setting legal fees. You will examine economic and marketing principles coupled with financial information to provide a basis for analyzing pricing alternatives. You will learn about the key pricing determinants, and explore the effects of billing practices on client relations; examine value billing strategies; and discover the essential elements necessary to becoming a successful billing practice.
Chapter 5 describes what managing for quality is and addresses its applicability in the law firm. Learn how quality management can benefit your firm by exploring the realistic possibilities of implementing a quality initiative. You will examine the role of the responsible attorney, client service teams, and the organizations role in client maintenance. Client surveys, either oral interviews or written questionnaires, are also discussed in terms of gathering feedback to measure client satisfaction and evaluate quality performance. You will also discover what clients want from their lawyers and law firms, enabling you to organize your practice to meet or exceed those expectations.
Chapter 6 focuses on evaluating and controlling marketing performance. Because many surprises occur during the implementation of marketing plans, parties responsible have to engage in continuous monitoring and control of marketing activities. You’ll learn how to: develop and implement individual marketing plans; check ongoing performance and take corrective action when necessary; improve the impact of your lawyer-based marketing activities; and periodically examine whether your firm’s basic strategies are well matched to its opportunities.
The Appendix provides three broad categorizations of marketing plans (start-up or early-stage; aggressive growth; and the mature firm implementation plan). Written by expert strategist, these marketing plans will help you develop a compelling vision with a new sense of purpose for your firm.
