Instilling a working knowledge of general marketing principles in lawyers can go a long way
With the legal landscape changing and evolving to suit modern-day sensibilities, it can be difficult for small law firms to stay afloat in a competitive industry. Thus, small firms need to cultivate additional skills in their lawyers in order for them to stand out among the big players.
Drawing clients takes a different type of approach these days compared to the days of lunch meetings and rounds of golf. Thus, instilling a working knowledge of general marketing principles in lawyers can go a long way towards their ability to bring in business for their firms.
Having a written marketing plan not only keeps small firms organised, but it also projects an image of professionalism that can help attract clients.
The size of a firm doesn’t mean it can’t dabble in international expansion. Today, geography isn’t a hindrance to trade and commerce, so learning a new language or two can impact a law firm’s ability to cater to clients from across the globe.
Last year, law firm Littler invited a lawyer who is fluent in Hindi to be part of its roster, strengthening its ability to grow in the APAC region. Many firms in Australia have also been seeking lawyers who can communicate in languages and dialects like Mandarin and Cantonese in order to bolster their services to markets like China.
Ultimately, law firms are also businesses, and a robust understanding of business operations is crucial in enabling small firms to continue offering comprehensive legal advice. Important factors to be knowledgeable in are competitors and political, economic and social influences.
Lawyers need to stay on the pulse of events like business deals and legislative changes related to the business world. Thus, keeping up with the news, listening to business podcasts, attending seminars/webinars, and participating in industry-specific events can aid them in refining their firm’s offerings.
