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How to Take Your Law Firm to the Next Level
Third in a series of three
articles

SO you've done such a good job at bringing in new clients to
your firm that you're swamped with business, your firm is large and growing, and
all parts of your marketing system are in place and running smoothly?
Congratulations!

If you can confidently answer "yes!" to the following
metrics, then you're ready to take your practice to the next level:

? Is
your firm's mission perfectly aligned with your market?

? Do your
marketing efforts create exactly the relationship your customers most want and
need?

? Are your services well packaged, presented with a What's In It
For Me? punch Yannick
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? Do
you know exactly where and how to promote your firm's services?

? Does
your marketing system routinely and predictably create the kinds of new
customers your business requires?

What happens next in many successful
firms, however, is not good news. Instead of sticking with what's created
success in the first place, the focus shifts away from a marketing mindset.
Instead of being an essential lens through which people in your firm view their
role, marketing as an every-day focus fades from importance. After all, why
continue to invest the time and resources on marketing when you've got more
business than you can handle now anyway? And shouldn't you spend time on what's
now important Leonard
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current clients, and other more urgent priorities?

The answer is an
emphatic NO! Not only will you erode all the hard work you've invested get to
where you are, but it will be much harder (and expensive!) to turn your now
larger and more complex ship around, once you lose that marketing
mindset.

The truth is, that once your firm gets more successful
and Taven Bryan
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turn naturally more inward. As your business grows, it takes on a life of its
own in the form of meetings, policies, training Jalen Ramsey
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the more energy is directed inward ? it simply takes more planning, management,
and systems to keep things running smoothly.

So how do you keep your firm
from being consumed with internally focused activities? By developing and
executing a strategy to?

Keep your firm's mission alive, real Telvin Smith
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firm's mission as the "magnetic north" in your compass. For everything you do,
constantly ask, "what difference does this make in the lives of our customers?"
If it makes no difference (or the wrong difference), then why are you putting
resources into it? Build this line of questioning into decisions you make and
resources you allocate.

Create and maintain laser-like internal alignment
with your external mission in the marketplace. Everyone's job should have a
direct connection to serving the customer. That means tying rewards and
consequences to how everyone at your firm contributes to building client
relationships. Even if someone has no direct client contact, they're supporting
someone who does. Connect the dots between what they do and what it means to the
client.

Create new customers for old packages. Chances are, you haven't
saturated your current target market. Don't let the basics that got you to your
current level of success fade away. And what about new target markets? What
successful services do you have that you could offer to another
segment?

Create new services for old customers. Do a little research?ask
people on your "front line" what they think your customers need. Ask your
customers directly or hire an outside firm to ask for you. Find out why you won
and lost business. You'll be surprised Nick Foles
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learn.

Create new packages for old services. Take what you know or do and
put it into a new format or offering. You can create workshops, CDs, e-books,
mini-books, on-line content Gardner
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of just about any professional content you know or work with. Think beyond just
charging an hourly fee for your services. &. Jordan For
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