Know your client
What do we mean when we ask how well you know your client? We mean it’s hugely important that you know who you’re dealing with and where he or she comes from. The more you know about your client, the more focused your marketing can be.
Most law firms now use practice management systems to store their client contact data. However, those same law firms don’t use the client contact area to its fullest extent.
The more you know about your client, the more effective your marketing can be. Sometimes, law firms don’t even bother to store phone or email contact data and, worse still, don’t update address information once a client has moved house.
To know your client is to understand your marketing opportunities
Using your practice management application to its fullest extent will allow you to really get to know your clients. For instance, do you know the average age of your residential conveyancing clients. Do you know the average fee your typical client pays to the firm for each work type? Within what radius of your offices are the majority of your clients based? Where do most of your clients come from? What’s the source of business for each of the matters you open each month?
These are just some of the questions you need to think about to help you get to know your client. When you have this information, you can then “design” your typical client. That makes marketing to that “typical” client much more straight forward!