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Lma mid west-6-2010

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June 2010 presentation to LMA Mid-West on What Law Firms Can Do to Differentiate in a Competitive Marketplace.

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Lma mid west-6-2010

  1. 1. LMA Mid-West<br />“What are you doing to differentiate your law firm in a highly competitive market?”<br />Jayne Navarre<br />
  2. 2. [Differentiate]<br />In marketing, differentiation is the process of distinguishing a product or service to make it attractive to a target audience.<br />In short: differentiation helps us choose.<br />
  3. 3. Differentiation helps us choose<br />Pink or Blue? Grey or Gray?<br />
  4. 4. Price. Location. Style.<br />
  5. 5. We have deep experience and knowledge in [-fill in the blank].<br />We aren’t afraid to take a case to court…we’re trial lawyers.<br />We have global presence.<br />We know the local economy.<br />We’re a one-stop shop for small businesses and entrepreneurs.<br />We know the law in -fill in the blank-] state.<br />We are the oldest law firm in -fill in the blank-] state.<br />How Law firms differentiate themselves:<br />We get results.<br />We partner with our clients.<br />We truly are a team.<br />We really care about our clients and learn their industry.<br />We’ve routinely handle corporate acquisitions for Fortune 100 companies.<br />We’re less expensive than larger or big name law firms.<br />We’re so large; there isn’t a -fill in the blank]- type of case we haven’t handled.<br />
  6. 6. Why prospects choose:<br />They know the attorney.<br />They met the attorney at a fundraiser.<br />Their father and grandfather used the attorney.<br />Someone recommended the attorney.<br />They went to college or law school with the attorney.<br />The law firm offices are convenient to their office or home.<br /> #1 Reason: They “Friended” me on Facebook!<br />
  7. 7. Bigger, smarter, more experienced.<br />
  8. 8. The “meaningful” dilemma<br />Prospects NEED meaningful differentiation..BUT<br />100’s of clients, dozens of prospects<br />Nearly impossible to align<br />what’s meaningful to one client is irrelevant to another<br />We’re a full service law firm…where do I start?<br />
  9. 9. Basic category benefits<br />Stop focusing on differentiation<br />Start focusing on those things which ALL clients expect from their law firms<br />Deliver them consistently<br />Out perform the competition<br />The rest will follow<br />Word of mouth marketing is powerful<br />
  10. 10. Coffee Shops | Basic Category Benefits<br />A building<br />Coffee<br />Cups <br />Sugar, cream, stirrers<br />Open early AM<br />A convenient location<br />A server or cashier<br />A place to sit, maybe a table<br />Trash can<br />Pastries or sweets<br />Plates, napkins<br />Newspapers<br />A restroom<br />
  11. 11. Starbucks<br />Convenient location<br />Premium coffee choices<br />Consistent and reliable hours, service, and product<br />Clean, attractive cups with designs and poems<br />Inviting surroundings.<br />Soft seating, work tables<br />Friendly Baristas<br />Fresh pastry<br />Wi-Fi<br />Ambient music, free downloads<br />2000 other items, gifts<br />Newspapers (local/national) <br />Local flavor (art, charities)<br /> Status brand<br />
  12. 12. Law Firms | Basic Category Benefits<br />Effective counsel by licensed professionals<br />Confidentiality<br />Ethical standards<br />Physical Offices <br />Meetings<br />Communications<br />telephone calls<br />emails<br />Bills<br />Documents<br />Court appearances<br />Modern and secure technology<br />Educational seminars, articles, etc.<br />[Tickets to THE game]<br />
  13. 13. Top Ten Client Complaints<br />#10 Not understanding my industry/business<br />#9 The surprise bill<br />#8 Inaccessibility; the age of Blackberries<br />#7 Over-lawyering<br />#6 Missed deadlines<br />#5 Not discussing strategy and recommendations<br />#4 Not informing the client who they can call when responsible attorney is away<br />#3 Not keeping client informed<br />#2-A Invoices for time or work not previously discussed with the client or delivered late<br />#2-B Not returning phone calls<br />#1B Not giving me 50 yard line seats for the big game (just kidding)<br />
  14. 14. Misalignment<br />
  15. 15. Core Values | Category Benefits<br />Clients are the most important part of our day<br />Effective counsel<br />Team work is essential to our clients’ success<br />Meetings, Documents, Court Appearances, Technology,<br />Our strength comes from our people<br />Ethical, Effective counsel, Meetings, Communications, Education<br />Our clients will be safe in our hands<br />Ethical, Confidentiality, Bills, Documents, Court appearances, Technology <br />Ease of experience helps our clients succeed<br />Meetings, Documents, Bills, Communications, Technology<br />
  16. 16. Core value #1Clients are the most important part of our day<br />Hi, Jayne, welcome back. We have some recommendations for you…<br />The power of a client dossier<br />Mr. Tony Hsieh (pronounced “Shay”)<br />E-commerce, retail, shoes, fashion<br />Fast Company, Women’s Wear Daily, Biking mags<br />Prefers tea, black, no sugar<br />Very busy man, 5 min or less wait time<br />Give access code to wireless network<br />Belongs to the athletic club and knows…attorneys X, Y, and Z.<br />
  17. 17. Core value #2Teamwork is essential to client success<br />The engagement letter (off the clock)<br />Face to face discussion of expectations<br />Communication preferences<br />Introduce them to the team-in person - Folio<br />Include a neutral third party for routine feedback<br />Show them a sample bill<br />Offer customization<br />Above and beyond – not just attorneys: EVERYONE.<br />
  18. 18. Core Value #3Our strength comes from our people<br />Basic business skills<br />Active listening skills<br />When giving advice<br />When taking instructions<br />That’s not my job<br />Training, training, training…<br />
  19. 19. Core Value #4 Our clients will be safe in our hands<br />No surprises, please<br />Confidentiality is not just a policy – it’s a way of life.<br />Digital communications and documents<br />Social media and networking<br />Deploying resources<br />
  20. 20. Core Value #6Ease of experience<br />Logistics <br />Do you make life easier? Or harder? <br />Reports<br />Both formal and informal with consistency<br />Email subject lines<br />Copies<br />Is it easy to work with your firm?<br />Hi, Jayne, welcome back. Don’t forget, you have 3 items in your shopping cart. There’s always free shipping for loyal customers like you!<br />
  21. 21. Be Obsessive about your core values.<br />Top to bottom, everyone must believe that the firms’ clients deserve great representation and service that supports it <br />It must be an unrelenting desire<br />
  22. 22. Differentiation<br />Differentiation isn’t about a clever tag line; its about being great. <br />A weak performance is over looked when it’s surrounded by lots of great ones. <br />Embed a culture that delivers on the basic category benefits (SERVICE) and your brand will take care of itself.<br />Word of mouth marketing becomes your marketing plan.<br />Don’t let your clients will market you out of job !<br />
  23. 23. THANK YOU!!! LMA Mid-West<br />Please join me on:<br />www.linkedin.com/in/jaynenavarre<br />www.twitter.com/jaynenavarre<br />www.facebook.com/jayne-navarre<br />www.virtualmarketingofficer.com<br />jln@lawgravity.com<br />