Seven marketing mistakes that could jeopardize your practice

 
In the business section of the San Antonio Express News, August 12, 2008, Bill Behnke writes about seven mistakes businesses can make in the “go-to-market” phase. The article is entitled “Startups need to beware common sales mistakes”.

While I agree with his observations on all seven, I think several are more marketing-related and all are applicable to businesses in any phase of operation, not just start-ups. And, that – of course – includes law firms.

So, here’s a brief rundown of Mr. Behnke’s seven common sales mistakes, with my observations on how they apply to the successful practice of law:

1. Targeting the wrong person.
   Determining the right audience for the areas of law you practice is critical. How you solicit probate practice clients is going to be different from how you solicit criminal practice clients – I hope!
2. Underestimating the time required to turn prospects into sales.
   While this is especially critical for start-ups and small firms, even the largest practices should evaluate the time actually required to bring in new clients and should be “filling the sales funnel” to meet their long-term growth and revenue projections. This could mean laying the groundwork now with prospects who might not become clients for two or three years.  
3. Assuming you have no competitors.
   No matter how unique your practice – or narrow your focus – you will always have competitors. Differentiating your practice from other firms will help, but you still need to constantly promote and “sell” your firm to your target audience.
4. Failure to get input from potential users before crafting your sales message and starting the sales process.
   This is always a tricky issue. Research and focus groups can provide limited information, but it’s essential to apply a liberal dose of business and marketing experience to the mix. If you think you can rely on your market research, think “New Coke” and think again. It’s true that great insights can come from market research, but consumers often don’t know what they want until someone with a great idea shows it to them. To be fair, even the best marketers can fail miserably as well. Remember the Edsel?
5. Assuming that “no” means “no.”
   Go back to item two and evaluate your sales cycle. How long does it take and how many times do you think you’ll hear “no” during that period? Chances are, you won’t close any major deal at the first meeting. So, set realistic goals for each phase of the sales process and remember that all those little “yeses” will eventually result in a new client.
6. Selecting the wrong people to head the charge.
   This can be especially important for attorneys. Most lawyers want to practice law, not run a business, so even if there’s a “rainmaker” in your firm, the rain only falls as long as he’s there. Strategic planning and hiring the right individuals will position your firm for long-term success.
7. Underestimating the power of public relations.
   PR is often the most under-rated weapon in a law firm’s marketing arsenal. While it’s hard to quantify, it’s also inexpensive to do, has incredible reach and “builds credibility and opens the minds of your prospects.” Public relations should at the top of your list when you allocate marketing dollars.

Kudos to Mr. Behnke on an excellent, insightful article. He can be reached at bill@behnkegroup.com.