The legal business is rapidly developing in Russia. More and more lawyers and advocates are faced with the need to professionally attract clients. In this book you will find many useful ideas on how to develop strategies and tactics for attracting clients to your legal practice. The book is written in a simple and in clear language, based on practical experience, obtained by the author while working with law firms and lawyers in Russia, Ukraine and Kazakhstan. The author of the book is a marketing expert legal services, member of the American Legal Marketing Association, president of the Russian Legal Marketing Association, managing partner of the international consulting firm "Legal Marketing Laboratory". The publication will be interesting for private practicing lawyers and lawyers, heads of law firms.

A series: Legal Marketing Laboratory of Dmitry Zasukhin

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by liters company.

Chapter 2. Basic strategies in marketing legal services

Let's move on to the practical part of the book and get acquainted with the basic strategies of legal marketing.

2.1. Strategy 1. Materialization of services

What causes fear among people seeking legal services?

The main problem in the perception of legal services is their intangibility.

Everyone knows how a person perceives the world: he looks, touches, hears... Imagine, you buy yourself a new car, go for a test drive - you feel the smell of fresh leather in the cabin, squeeze the steering wheel, hear how aggressive the engine sounds, accelerate... and make a decision about the purchase.

What about the services of a lawyer? I have a problem. Who will decide it for me? Contact the company? Will they help? Won't they help? What will happen if they don’t help? Ask your friends? Ivanov liked the work of a lawyer, but Petrov did not... Who to believe? I could test drive the car. What about the services of a lawyer?

The main thing that gives rise to the intangibility of legal services is fear. The consumer’s fear is expressed in thoughts: “What will happen if I don’t like it?”, “Is my lawyer reliable?” and so on.

The most important conclusion to draw is: we must fight our clients’ fears.

How to dispel customer fears?

I’ll say right away, if you want customers to queue up for you, direct your marketing to the most important thing - the materialization of the service:

Write a book.

Give a seminar.

Record a video course.

Keep a blog.

Speak publicly.

Participate in television programs.

Get involved in political activities.

When a client reads you, sees and listens to you live, thereby materializing you and your service for himself, it is easier for him to make a decision - his fears go away.

Important! The more customers' senses you engage, the more customers you will attract. These are the laws of perception of nature itself. By ignoring them, you lose customers.

2.2. Strategy 2. We sell not a service, but a result

A classic marketing maxim says: “Nobody needs drills, everyone needs holes.” Simply put, people do not need a product, but a RESULT.

Have you ever thought that no one needs legal services? "How?!" - you say. What is needed is not legal services - what is needed is the benefit that the client receives by ordering legal services from you.

This benefit must be clearly understood in order to engage in legal marketing.

Example.

When I consult law firm In marketing matters, we first understand the values ​​of potential clients and find out what the client gets from cooperation with a law firm.

It is useful to make the following table:

When a client makes a decision, he considers the needs that can be satisfied with your services. Understanding what the client actually focuses on when making a decision, it will be easier for you to communicate with him, it will be easier to convince him to buy a legal service from you.

2.3. Strategy 3: Focus on Low-Cost Marketing Methods

Lawyers and lawyers often ask me: “I have 100,000 rubles for advertising. How to spend them? Order a glossy advertisement, broadcast a video on regional TV?”

And, believe me, it takes a lot of effort to persuade the client not to spend this money, but to concentrate on low-budget marketing and advertising.

What is "guerrilla" marketing?

Remember how the partisans fought. With minimal weapons, but maximum efficiency. Many partisan snipers realized: one cartridge - one enemy life.

The same thing happens in marketing. Developing a strategy and searching for creative ideas allows us to achieve greater returns from every ruble invested in the business.

Why should you focus on low-cost advertising strategies?

By limiting your budget, you actively THINK and focus on what matters. This focus allows you to figure out how to best grab your potential customer's attention. You will gain a better understanding of who your customer is and why they buy.

Advertising is a black hole for any business. You can spend millions and get no results. Guerrilla marketing won't give you 100% results either, but as one old ad says, "If it doesn't make a difference, why pay more?"

In this book, most of the tools are low-cost, but quite effective, which has been repeatedly tested in practice by your colleagues.

2.4. Strategy 4. Marketing arsenal. How to kill several marketing birds with one stone?

People often ask me: “Dmitry, name the most effective tool legal marketing. What should you use first? Let's figure it out.

What advertising method is the most effective? There is no panacea in marketing. Only an integrated approach gives a guaranteed result. If we talk about general trends, this is a concentration on the Internet and public speaking.

I have already compared marketing tools and soldier weapons. When going into battle, it is better to have an arsenal and know how to use this arsenal. Select 4-5 methods and constantly use them, alternating. At one point, you will cross a certain threshold - and clients will begin to come to you as if on their own.

The same principle applies to attracting clients as with health. To have good health, you must follow a complex: eat well, exercise, rest. You cannot quickly and permanently lose weight or build muscle. It’s the same in marketing: if you want stable results in attracting clients, you need to work on the system.

How to do it? They will help you marketing plan and calendar, which we will study in the next section.

2.5. Strategy 5. We need a system. Preparing a marketing plan and calendar

How do young athletes start training with a coach? The first thing a coach does is write a program for a beginner and keep him a training diary. Why is he doing this? The program allows you to achieve a comprehensive result, and the diary allows you to track results and work in the system.

How to create a marketing plan and calendar? Write what events you will hold to attract customers next month. And in six months?

Many marketing mechanisms produce significant effects only after repeated use, such as seminars. To be well known, you need to conduct 3-5 seminars.

Very often I come across a situation where marketing activities in a law firm it resembles chaos, the company does not have enough clients - convulsions begin in the search for them, money is spent chaotically, results are not tracked.

Maintaining your marketing planning and calendar will allow you to:

Organize your search for clients.

Forecast company growth.

Remember! Keeping a diary scrupulously and operating within the system is a lot of work. But! This work will be rewarded - you will have a system for attracting clients!

2.6. Strategy 6. Differentiation. How are you different from your competitors?

“What makes you different from your competitors? Why should I turn to your law firm and not to competitors?” – such questions often baffle lawyers and advocates. Many answer in unison: “We are fast, high-quality, inexpensive.”

Do any of your competitors say that theirs is long, expensive and of poor quality? No? What then are your competitive advantages?

A striking example of differentiation from competitors is demonstrated by Artemy Lebedev Studio. She formulates her advantages as follows:

Differentiation from competitors is the most important part marketing strategy companies.

Remember! Gone are the days when a client wanted to know where to find the services of a lawyer. The modern client is looking for an answer to the question “Why should I contact you?”

2.7. Strategy 7. Specialization

“We want more clients, help!” is the most common request that people ask me at work. Counter question: “Who is your client?” most often baffles lawyers and attorneys. The answer options are not very diverse: “People with money”, “People with legal problems”, “Adequate people”.

How will we attract clients if we don’t know who they are? One idea that will allow you to stand out in the market and attract clients is specialization. The client is tired of “universal” lawyers who handle cases ranging from consumer protection to the issue of shares.

We will look at tools that will help you choose a specialization a little later.

2.8. Strategy 8. PR activities. We are working on popularity

Effective method legal marketing are technologies PR(Public Relations - public relations). Let's look at why PR works in legal services marketing.

A person, when choosing the services of a lawyer or lawyer, takes a very big risk, since he cannot objectively assess the quality of the service provided. The service cannot be touched, it cannot be felt. You can only use it. All these nuances give rise to fears among potential consumers.

How to remove this fear? Legal PR can help here. Who do we trust more? Of course, to someone we know and have heard about. Therefore, when planning your PR activities, pay attention to the following PR tools:

TV appearances.

Articles in the press.

Public performance.

All of this allows you to take your legal marketing to the next level.

Remember! If you want to be successful in the legal business, you will have to become a public figure.

The number of clients and fees directly depends on how well known you and your company are.

2.9. Strategy 9. Demonstration of experience, or boasting of results

Your clients and your experience are everything. Do you want to be successful in legal marketing? You will have to demonstrate the successes of your clients that they have achieved thanks to you.

How to do this in practice? Collect customer feedback. Make films about collaboration. Demonstrate your experience in cases.

Demonstrating experience will help you remove fear from potential clients - the number of successful transactions will increase.

2.10. Strategy 10. Free offers

There are topics in legal marketing that I particularly love. One of my favorites is selling legal services for free. When I conduct a seminar or training for lawyers, the most heated debates and discussions arise during the discussion of this topic. So, I argue that your package of services should include those services that you are willing to provide for free. You must advertise this freeness - and then it will become some kind of marketing magnet that attracts clients to your practice.

The freebie paradox.

Imagine that you have a toothache and you choose a dentist. The initial appointment of one costs 6,000 rubles, the services of the other - 3,000 rubles. Both are good specialists working in great clinics. Who will you choose? Don't rush to answer. Imagine that at one moment both specialists give a discount of 3,000 rubles on their services. That is, admission to one began to cost 3,000 rubles, and the other - FREE. How will your priorities change?

Why does freebie sell?

Our critical attitude towards a service is significantly reduced if we are offered something for free. Marketers have long noticed and use this psychological pattern. Pay attention to the packaging of goods in stores - the fifth slice of bread is FREE, buy two packages and get the third for FREE. The magic of free attracts us, turning off elementary logic.

At my seminars, I often hear the objection: “You can’t buy me a freebie.” Maybe they won’t buy you, I don’t argue, but the mass buyer – yes!

So how can you use the magical “free” in your legal practice?

Offer free services. If you work in the corporate market, then many legal entities are hooked on free legal services. How can you provide a free service and not lose money by implementing it?

The service must be standard. You have developed service delivery algorithms. The service is provided quickly and according to the template. Standard audits, basic consulting, and document templates are perfect for legal entities. For example, you have a standard service - a two-hour consulting for managers “How to fire employees without legal prospects?” You call companies that could potentially be your outsourcing clients and offer standard consulting for free. The effectiveness of such an offer is quite high (remember the magical power of freebies).

Calculate your conversion. You must clearly know how many free audits you need to conduct in order to receive a contract. Such statistics will allow you to calculate the costs of free audits and payback. When I consult for a law firm, one in five audits results in a contract.

Involve junior partners. The audit must be clearly regulated: how do we conduct it, at what time, what documents do we draw up? Once you have decided on the rules, you can delegate the provision of free services to junior partners in your firm. Lawyers may use trainee assistants.

Give information. An excellent method of legal marketing using freebies is to prepare free brochures and document templates. This approach allows you to create a free offer once and use it for years. Select the legal problem that is most common among your clients. Prepare a 5-10 page guide on how to diagnose the problem yourself and how to prepare to solve it. Excellent options for such guides: “How to prepare for a tax audit yourself?”, “What to do if you have been sent a request to pay taxes and you do not agree with it?” and so on.

Very often at a seminar, lawyers interrupt me and say: “How can I tell the client? They will then go and do it themselves. Why do they need me?

Tell me, if the same dentist tells you in detail and shows you how to put fillings, will you go and put a filling, even if you have the equipment for your family? The answer is obvious. It’s the same in your practice. And the client who goes to resolve legal issues himself, as a rule, is not your client. You won't get anything other than brainwashing from such self-taught people.

It is important to understand! The appeal of free stuff is deeply embedded in our brains. It is beyond any rational explanation.

If you want to be successful in attracting clients, you will need to implement a free strategy:

2.11. Strategy 11. Decoy services

I have already said many times that the consumer is constantly haunted by fear: “Did I choose the right lawyer? Will they help me? These fears prevent the client from easily contacting you and paying you money.

Stepping aside a little, I will say that these fears are quite natural and are present in any human relations. Take, for example, the relationship between a man and a woman. How does a man meet and establish a relationship with a woman? Does he immediately invite her to spend the night with him? (No, there is, of course, the method of Lieutenant Rzhevsky, but, as you know, you can get it in the face). A man begins with insignificant advances: invitations to a restaurant, a movie, or a walk. This way the man shows: I’m not scary, you can trust me, everything will be fine.

Remember! The main strategy in marketing legal services is not to sell the client on the first touch.

How to put this into practice?

There is a concept in marketing front-end(bait) - a service or product with which we catch our client.

How to build such a “hook” in the legal business? General rule is this: Offer the consumer a low-cost or free service that allows them to interact with your business.

Hook service options for legal business

Free consultations.

Free document preparation.

Seminars.

Free information products (articles, videos).

Which of these options should you choose? The easiest way is to create a series information products helping the client solve their problem. This could be a series of articles, video consultations, recordings of your seminars.

Remember! Having spent once on recording an information product, you can attract customers for years.

For example, let's say you are involved in divorce proceedings. Make a series of articles on the topic “How to get a divorce, saving nerves and money”, release a video “The 10 most important mistakes when filing a divorce.”

How does this affect the client?

Remember how a man cares for a woman. The same thing will happen to your client: they will come to the office, receive free material, understand that you are a professional in your field, and will pay you money for a legal divorce settlement.

Important note! Such information materials should contain only useful information! No water!

What if the reception doesn’t work?

Let me show you how global brands successfully apply this technique in practice:

Printers: cheap devices - then come expensive cartridges.

Gillette razors: cheap machines - expensive blades.

IT services (telephony, hosting): the ability to use the service for two weeks for free.

Cars: test drives.

For bait services to work effectively, use them as an element of two-step advertising:

2.12. Strategy 12. Customer training

The legal sales paradigm has changed. Every year it becomes more and more difficult for lawyers to break through the barriers of secretaries, executive assistants, and ordinary employees in sales. What is the reason? The reason is that in business schools and books we were taught: the goal of any business is to satisfy the customer's needs. So hundreds of law firms are striving to satisfy this need. All modern sales negotiation techniques are aimed at asking what the client needs and then offering him a solution.

Lawyers are greatly mistaken in thinking that clients clearly understand what they want, what need they want to satisfy. Practice shows that the majority of clients do not have their needs formed. They most likely notice their legal problems, but do not attach any importance to it. Formulating a new paradigm for selling legal services, we can say: first you need to create a need among the consumer, and only then move on to satisfying it.

How to start forming needs? There is only one answer: through training clients and increasing general legal literacy.

What do clients want to learn from lawyers?

Clients are more likely to buy your services if you can teach them the following things:

How to run a business more efficiently and profitably using legal knowledge and skills.

How to avoid mistakes when resolving legal issues in business.

What to do if an error occurs. How to act wisely.

Simply put, clients want you to teach them how to do business more efficiently, how to get more value, how to reduce costs by applying your legal knowledge.

The old legal sales paradigm said that clients themselves knew what they needed. The new paradigm allows you to beat your competitors by shaping your customers' needs through education.

To some extent, sales are transformed into the approach that we have in medicine: the doctor will first educate you, give you a consultation, and then write a prescription.

What benefits will customer training give you?

More attracted clients. First, training is a great enticement service. For example, by inviting a client to your seminar, you will remove the initial fear and be able to move on to more substantive negotiations. Secondly, by training the client, you make him more professional, he begins to understand legal issues more easily and makes purchases easier.

A simple everyday example.

The most striking method of teaching smokers not to smoke is to show them the lungs of a smoker. If you want clients to order, for example, the implementation of a bankruptcy procedure, show them what will happen if the bankruptcy procedure is not launched on time.

More sales to existing customers. When we start training clients, we shape their needs. In practice, we get excellent results and repeat sales increase.

Increased profits. Training may be an independent service for which you will charge money. One of our clients, a criminal lawyer, conducts training at enterprises. He trains employees on what to do in the event of a search. He charges very good money for such instruction.

Conducting seminars, consulting, and training can be a good additional source of income.

Customer retention. It is important to understand that customer education is not only about additional sales. It's also about building relationships with clients, which helps retain them.

Expert status. The person who teaches becomes a priori an expert in the eyes of people.

Important! The introduction of a client training system is a powerful factor in building a legal marketing system.

You are professionals. Do you understand legal issues? better client. You will have to teach the client. Customer education is a very effective tool in the competition.

2.13. Strategy 13. Internet marketing

No one will argue with the fact that the Internet is becoming the main means of obtaining information in our time. Important feature The Internet is its interactivity. People on the Internet not only receive information, but also actively disseminate it. New mechanisms of word of mouth, which are so beloved by lawyers, are emerging. We can say without a doubt: which of the lawyers will better use the mechanisms of the Internet in the 21st century will be more in demand by clients.

If you want to be successful in attracting customers, you will have to learn and implement internet marketing techniques. I’ll say right away, as a professional: you will be bored and uninterested in understanding marketing tools on the Internet. What happens if you don't master them? It's simple: unscrupulous performers will be able to screw you over by getting money from you.

We remember! The Internet is a strategic resource for attracting clients to the legal business!

2.14. Strategy 14. We sell services at high prices

Do you want to sell your legal services at a high price? I have not met a single professional who would answer this question: “No.”

To the second question: “Why don’t you sell then?” – I receive the following answers: “Clients will not buy”, “Competitors are cheaper”, “In our city no one sells services at an expensive price.”

Let's figure it out: if high prices are so attractive, how to sell expensive legal services in practice?

Several axioms of pricing.

Prices for legal services are an abstraction. How much does it cost, for example, to conduct a criminal case in court? The lawyers I worked with quoted a range from 30,000 to 1,500,000 rubles for starting work in the first instance. Will a lawyer for 1.5 million rubles defend you 50 times better than a lawyer for 30,000 rubles? You understand very well that this is unlikely.

Price does not guarantee the quality or quantity of the service provided. Prices depend on many subjective factors.

We don't know how much money the client has. We must admit this. We can guess, but we don’t know the exact amount the client is willing to spend.

The price of a service is a measure of quality. This is how it goes: if we cannot determine the quality of a service, we choose based on price. We settle on the maximum possible amount that we are able to give.

Remember! The worst option in the legal business is to act according to the “Fast, high-quality, inexpensive” strategy. After all, there will always be colleagues who will offer the service even cheaper. They will fall in quality and professionalism, but they will make it cheaper.

The only reasonable option is to strive to sell legal services at a high price!

Why is one lawyer able to charge high fees, while another is content with significantly less? For me, as a legal marketer, high prices are one of the marketing technologies which everyone can use.

Why is it worth learning how to sell legal services at a high price?

Knowing how to sell services at a high price, you save your time. Fewer cases with higher fees gives you the opportunity to focus on each case, which helps you improve the quality of your work.

You will increase your expert status. If you learn to charge high fees and can justify them to clients, then you will give a great advantage to your practice as a whole - clients will perceive you as a better specialist.

2.15. Strategy 15. Well-built sales system

You will be surprised, but just attracting customers is not enough. They also need to professionally sell the service. And here professional sales suffer greatly in legal practice.

Why do you need legal business professional sales?

To beat the competition. The client has long wanted a professional approach in everything. Not only when the service is directly provided to him, but also when he is sold. When you sell professionally, you can feel it. You clearly explain to the client what he is buying, saving him time and effort. Clients appreciate this.

To be able to sell your services at a high price. Are you chosen based on price? You may be to blame for starting a price war. Professional approach to sales, when you know how a client buys and how to sell your service to him, allows you to sell your services at a higher price.

To have financial stability. More clients - more profit - more stability. You clearly formulate your budget, which will allow you to achieve the most important things.

To gain confidence in the future. Chronic search for money, chaotic sales of legal services to clients - all this does not have the best effect on the quality of legal services provided. You simply cannot take care of a client's problems when you have no money to pay your employees.

What is professional selling?

Systems approach to sales.

Understanding the psychology of sales.

Active interaction with the client.

Professional negotiations with clients during the sales process.

Chapter Summary

The key to being able to work successfully with clients is the comprehensive implementation of the following actions:

Homework.

1. Fill out the table (for the services you provide):

2. Come up with bait services for your clients.

3. Make a brochure for businessmen “7 mistakes of an entrepreneur that end in court.” Promote your brochure.

4. Prepare a guide (5-7 pages) for your clients that addresses the problem they most often come to you with. Tell us in it how to prepare for its solution.

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The given introductory fragment of the book Legal marketing. How to attract clients to lawyers and advocates (Dmitry Zasukhin, 2014) provided by our book partner -

Question: “how to attract clients to a law firm?” undoubtedly worries those people who are connected in one way or another with this field of activity. There are a lot of materials on the Internet that are full of stories of creating successful law firms. However, about how exactly to attract business clients and where to get the necessary motivation for this - you can find only insignificant grains of useful information. Many modern successful lawyers made a name for themselves back in the days when representatives of this profession were worth their weight in gold. Developing young law firms are literally left to the mercy of chance in the context of a global crisis.

Having graduated from the Faculty of Law ten years ago, many decided that this very fact was a lucky pass to a cloudless future. Finding a client was not a problem. However, in the face of growing competition, it became increasingly difficult to promote one’s legal services. Now, for a more or less successful stay in this field, attracting each client is accompanied by more and more sophisticated and advanced methods. Let's look at the most popular of them.

Where to get it and how to get a sufficient number of users of your services?

Every young law firm needs to be prepared to directly attract business clients. To begin with, you should create the very minimum marketing that will serve as a kind of springboard for the development and promotion of your services.

First, you need to create a website that would advertise your law firm in the most favorable light and allow you to attract due attention to your services. Now, probably, there are no longer any reputable companies left that do not have their own resources. And business clients are alarmed by its absence. The site is your personal office, the only difference being that it is virtual. Although your potential clients will evaluate it in the same way as the real one, so take care of its truly harmonious and professional content. Attracting new business clients with the right approach will become a little easier. Your resource must have the following sections:

• « our team" Don't be lazy and do it professional photos their employees. Describe each one with a list of individual benefits;
• « Why is it profitable to cooperate with us?"Here you must clearly argue and list all your professional quality as a law firm. It would be nice if you pointed out your truly unique characteristics, that is, those that no other similar company has;
• « Services" Here you describe why it is worth contacting you and not any other organization. Avoid tired patterns like "qualitatively" or "inexpensive". Attracting business clients with such formulations will not become easier. On the contrary, you will scare them away even more. You need to sell your services in a tasty and original way;
• « This information will be useful to you" Decorate your website. The ways to do this are limited only by your imagination. Dilute it useful information for your client. Write some useful articles informational nature. By doing this, you will demonstrate your competence in the legal field. In addition, this will allow you to attract additional applications to sign up for your services. You can write the articles yourself, but to resolve this issue we advise you to find an experienced copywriter;

Attracting clients using business cards and active marketing

Any type of activity, and especially business, requires an initial investment. If you intend to sell your services efficiently, be prepared for certain financial costs. Law firms also belong to the business sector, so you will also need to invest a certain amount of money in your company at first. Successfully attracting new clients without financial investments is not possible.

First, take care of yours business card, In the literal sense of the word. Such a small advertisement can provide a whole range of information about you and your law firm. Thus, it will significantly help you attract new business clients. Try not to skimp on small things and immediately order a business card of the highest quality.

After creating the necessary marketing minimum, you can and should attract business clients using active methods. To begin with, “raise” all your personal connections. We are sure that among your friends and acquaintances there will be a couple or three people who will be interested in your services. Even the very knowledge that they will have a lawyer they know will instill optimism for them. Do not hesitate to promote your services among your distant relatives and even very distant acquaintances. Believe me, finding your potential business clients among them and attracting them to your company is not so difficult.

Attract clients using lead generation? Easily!

A lead is a mature potential client who is ready to use the services of a law firm in this case. In order to attract him to a specific company, special people work - lead agents. Thus, you simply indicate the parameters of the desired business clients and a specific service searches for them. Everything is very simple. You can also submit applications for the leads you need with the help of our professional company. So, in short, the scheme we work according to:

• We search and attract business clients for your law firm based on the personal parameters you specify for each person;
• Next, after we present your company to the potential client in the most favorable light, we give you the contact information of this person. Your task is to talk to him and “force” him to use your services;
• After this we enjoy the fruits of our general activities– you received a client, we received our monetary reward;

This way you save a lot of time, which you can successfully spend either on improving the work of your company, or simply on a pleasant vacation!

Small companies that have just started operating, as a rule, do not set ambitious goals such as building a brand and bringing the company to the federal or international level. Most just want to attract a few clients so that they have enough to live on and call it a day with marketing.

The situation is quite clear -
We need clients quickly and inexpensively :)

I want to disappoint you, dear readers of our blog, with magical and inexpensive tools for attracting legal entities to subscriber service can not be!

Magical
no tools :(

If you were working with individuals, and your services would be a la legal fast food, for example, divorce, accidents and consumer protection - then we would be able to offer a lot of marketing tools, which we have already written about several times in our articles and books. Contextual advertising, electronic platforms on the Internet like Avito, a website and its promotion - all this can bring you clients. But with legal entities There are no miracles, and there are no magical tools for attracting them either. To understand the process of attracting customers in B2B, let's understand a little theory.

How do business leaders make decisions about legal outsourcing?

Let's go aside a little and look at the psychological side of legal outsourcing. Company managers are quite scrupulously studying the issue of legal services for their business. This is understandable, because the legal protection of a business directly correlates with how successfully the company conducts its business in the market. All entrepreneurs have a fear of making mistakes in choosing a contractor for legal services, and there is no escape from this.

It must be admitted that there are many amateurs in the legal services market. Cooperation with them instills fear in entrepreneurs...

Your task, as a company that truly offers professional solutions for business protection and maintenance, is to show potential clients your professionalism, practice and experience so that the manager can believe, overcome his fear and make a decision to cooperate in your favor.

Remember: To attract one client you have to work for years, and the rest will come automatically.

Briefly, I told you how your potential clients choose a company that they can trust to handle the legal issues of their business. You and I understand why it is so difficult to attract clients for legal outsourcing - after all, our clients are, in fact, afraid of us. They are afraid of making a mistake by choosing us.

For a business manager to trust you, we need to implement a whole range of marketing tools, work tirelessly every day, prove your expertise - only in this case will you succeed.

By the way, in practice, it can be especially difficult to attract the first 5 clients, then the process proceeds automatically.

At the very beginning of communication with clients, it is very important for us to show your potential clients the benefits that they will receive from cooperation with you; for this there are ready-made, proven tools. Let's look at them.

6 instruments
legal marketing that definitely work :)

It is important to understand: We will look at general tools that do not work for every specific case; the set should be modified depending on the specifics of your target audience.

Now you understand that attracting clients for outsourcing is difficult and time-consuming. This path is not suitable for all lawyers and company managers who decide to engage in legal outsourcing. But, if you are still determined to work and build your marketing machine, I offer you a basic set of tools that are necessary to start selling legal outsourcing.

On the Internet you can find many stories of the creation of successful law firms: some business owners willingly share their achievements. However, it is unlikely that you will be able to hear from them the secrets of a productive search for clients for a law firm. This material is devoted to how to open a law office and attract the maximum number of potential clients.

Types of work in a law firm

The income of a law firm is generated as a result of providing legal assistance and services to the public, private entrepreneurs or organizations. The range of services provided by the office can be universal or narrowly focused. Young companies that have only recently entered the market prefer a limited list of work performed. For example, registration of inheritance or divorces, purchase and sale of real estate or criminal cases, labor law or resolving financial disputes of corporate clients.

Secondly, you need to determine in advance the format of the law office’s activities: broad or narrow specialization. This step will reveal target audience, which should be focused on during the implementation of marketing activities.

A law firm that is planning to open in the near future can consider the following options for finding clients.

More than 100 thousand law firms are registered in Russia, reports. For comparison, there are only about 12 thousand travel agencies in our country (Rosstat). Either the population goes to court eight times more often than they go on vacation, or... experts in the law are unemployed. Where can a lawyer find clients in such fierce competition, and most importantly, how can he retain them?

How to attract clients to a lawyer on the Internet?

Annually Russian market online advertising is growing by 12.3%: more and more companies are starting to promote themselves via the Internet. Largely because online advertising is more flexibly customizable. For example, you can set up advertising only for a specific audience: city, gender, age, etc. And if you urgently need to change the price, you won’t have to pay for a new edition of leaflets - you just need to enter new data in your advertising account.

Online advertising covers dozens of tools, but not all of them are relevant for legal companies. And if you don't know how to attract clients to an attorney or lawyer, here are some online channels to help you.

Both methods help you get to the TOP of search engine results. attract clients aspiring lawyer and advocate. For example, when you type in Google "lawyer Moscow", then you see several advertisements above - these companies paid for the so-called contextual advertising. Next come those companies that did not pay for advertising, but got to the first page of the search due to high-quality website optimization. They added special keywords to the text and created a meta description for each page to “like” search engines.

Or you can do something more original. The Social Lift company gives an example of promoting legal services using the viral test “My Film Lawyer”. With its help, people could find out which famous movie character would be their lawyer. The test was distributed on social networks, and about 1,700 users took it. Even if only 1% of these people ended up seeking services from a law firm, the company gained 17 new clients.

Websites with leads for lawyers

There is also a more original approach to how a lawyer can find clients on the Internet. Services like Leadia, Domlead, Zakonpartner allow you to “buy” potential clients from third-party sites. You've probably seen pop-up windows inviting you to ask a lawyer a free question. Website owners post them using such intermediary services. People interested in legal advice leave their questions, and lawyers buy their contacts to offer their services.

Free consultations on forums

This method is similar to the previous one, but with one difference - you don’t have to pay. At least not with money: you are only wasting time. Register on legal forums, for example, yurist-forum.ru or forumyuristov.ru, and then follow the questions that potential clients ask. If a question appears about your profile, then you answer, and if your answer seemed like an expert to the user, then he can continue to work with you in a paid format.

Why are you losing clients?

So, we figured out how a lawyer can find clients. But keeping them is even more difficult. This means that all advertising expenses may go to waste.

You don't always pick up the phone

There are many situations where a lawyer may not be able to answer the phone, such as if he is in a trial. A disappointed client, without getting through, believes that he is being ignored. And if he contacted you for the first time, then it is very likely that in 5 minutes he will already be calling your competitor.

The problem is solved simply: a legal agency installs IP telephony and integrates it with. If the lawyer is busy, the call will be forwarded to a free specialist. CRM will show the client’s card, and the lawyer, even if he sees this data for the first time, will be able to quickly get up to speed and answer all questions. The conversation is recorded so that the primary lawyer working with the client can review the content of the conversation.

You are talking to the client incorrectly

A good lawyer is not necessarily a good psychologist. It's a pity.

Sarah E. Freeman, head of the law firm The Law Office of Sarah E. Freeman in the article Law Practice Today:
- When potential client asks questions, we must remember that this may be the first time he has encountered a situation that is routine for us. We must explain what factors influence the situation and choose our words carefully. If we use terms that a potential client doesn't know, we may turn them off.

So that your specialists always know what needs to be said to the client and in what order, it is better for them to create scripts. This could be a Word document, or it could be a special service.