How To Attract Clients Without Hard Selling

Effective Practice Growth Strategies For Intellectual Property Lawyers, By Eria Odhuba

Do You Really Know Who Your Ideal IP Legal Services Customers Are?

Microtends, the book by Mark Penn, discusses small patterns of behaviour in our culture that influence business, politics and personal lives. It is an excellent book if you are thinking about how to identify niches to market to, whether you target businesses, consumers or both.

If you’ve read my previous posts, you’ll know how much importance I attach to making sure you understand the conversation going on in your prospect’s mind. You simply can’t make assumptions about the information and services people actively desire.

The thing that Microtrends highlights is the small communities of interest that spring up all over the place which, if targeted properly, offer a fabulous opportunity for IP legal services professionals.

Even though you should treat your prospects as individuals, you need to find out if there similar patterns of behaviour amongst your best clients for purely selfish reasons. You want to maximise your opportunity to have clients that bring more money into your business. And if you get your referral process effectively systemised, the opportunities to grow via word-of-mouth recommendations are increased.

One other thing that the book highlights is the speed with which communities can spring up or evolve.  Even if you spend a lot of time and effort identifying a hot niche to begin with, you have to continually test your assumptions about what prospects want and are prepared to pay for, which then gives you a chance to review which types of customer you want to keep or attract.

A small proportion of customers will bring in most profits. It is rare to find a professional services organisation where this is not the case. Finding new customers that fall in this group means you have to understand the social and market trends taking place that impact your prospects as this then affects your business.

When installing The Magneto Effect in client businesses, understanding key trends is important to identify the niches IP legal services professionals should target. But this is a continuous process, and the systems that are put in place allow businesses to keep track of the marketing taking place to ideal prospects.

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