By Terrie S. Wheeler
Twheeler@MarketYourLawPractice.com
Pillar II – Develop New Business
Tip #6 – Know the Criteria for Your “Ideal” Client
When building a law practice, it is important to attract the right kind of clients—not just clients who can pay your fees. Think for a moment about your very best clients. Now think of clients you wish you weren’t working with. Create a list of attributes of your best clients. What characteristics do they have in common? How were they attracted to you? Why do you like working with them over other clients? Make it a goal to grow your practice by selectively adding clients you know are a good fit – – those who meet the criteria you have established for your “A-level clients”.
Tip # 7 – Target Your Audience and Your Message
Based on the results of your A-level client criteria, identify types of clients who utilize the best and highest use of your knowledge and experience when you work with them. What characteristics do they have in common (age, geographic location, company type, industry affiliation, who referred them to you, results you generated for them)? For each audience group, develop messages that answer the question, “Why should I hire YOU?” Focus your key “hire me” messages around the value you bring to your clients, the proven experience you have developed in certain areas, your client’s satisfaction with your work, the results you generate, and other specific proof supporting why you are the best choice for this type of client to hire.
Tip #8 – Focus on your Top Ten Lists
Track the logical flow of developing new business by making the process manageable. First, identify the top ten prospective clients you would like to attract. Next, identify your top ten current clients. Finally, identify your top ten referral sources. You now have 30 individuals and/or companies to focus on in 2009. Spend a few minutes putting a plan in place to connect with each person over the next 12 months. Think of those you know in your network who might introduce you to a key prospective client. Plan to attend an industry event with a client or with one of your best referral sources. Spend time with these people and focus on asking great questions, and listening to their responses. You have to listen for opportunities in order to turn those opportunities into new business.
Have you identified the criteria for your A-level clients?
For more information:
Visit MarketYourLawPractice.com
Visit Professional Services Marketing, Inc.
Visit me on Twitter
View my LinkedIn Profile
ESQCoach: Marketing Tips for Lawyers 