How To Attract Clients Without Hard Selling

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

How To Attract High Quality IP Legal Services Clients

The biggest problem many IP legal services professionals have today is attracting and winning new clients. The bottom line is that many simply do not have enough leads and are struggling to experience the growth the really want.

The reason why this remains a problem is because they focus on selling their services, rather than building trusting relationships. Such relationships are essential if you want clients that stay with you over many years and are happy to pay for premium services, as opposed to those that ask for one-off transactions.

If you have not built good relationships with prospects and clients, how will you understand what their fears and frustrations are? What they want is advice on is how to solve their problems and what steps they need to take to improve their lives?

Given this, and with the competition flying in from all corners, you basically have to change your business model and aim to develop a position of authority so that prospects contact you rather than the other way round.

Within this is a combination of relationship building and direct response marketing that, when done properly, allows you to plan marketing campaigns more effectively and predict new business wins more accurately.

The key point here is…focus on building relationships. I have already talked about the need to channel marketing efforts on a specific niche here, once you have established any pain or issue that has to be addressed. Building relationships takes time if you do it properly, and you have monitor the effectiveness of the various steps involved once you have your target niche.

  1. First of all, do you really know the fears and frustrations your target niche has, and what their ideal outcomes are?
  2. What information can you provide that tells your target niche what they need to do to solve their problems, or at least gives them information that increases their understanding and reduces their uncertainty? Remember, you are not selling your services yet, but demonstrating the fact that you appreciate what problems need to be faced and can provide excellent advice willingly.
  3. Think about the time you already spend telling prospects what they need to do or have. How can you break down and re-package that information into a series of reports that each addresses a specific point?
  4. And then, if you really want to ramp up your interactions, use the same reports to develop seminars that have specific messages which you know (because you have started the whole process doing excellent research) your prospects really need.

When your prospects then want services from businesses like you, they will have had enough opportunities to ask for clarification on specific points and will appreciate the fact that YOU have tried to inform them and put them in a better position to make a decision.

Now compare that to picking the phone up or sending a sales letter asking for business!

Unless you are a die-hard, love-the-door-slamming-in-my-face kind of person, the first option is so much better if you can get prospects to opt in to the reports and information you can provide.

In terms of quality clients, this process actually helps you weed out those that are less likely to stay with you, and gives you the platform to actually provide higher-ticket services. The whole life value of customers is the deal here, not just the odd interaction.

Does all this seem obvious? Yes, but how many IP legal services professionals are nimble enough to capture changing prospect / client needs, merge these with external forces such as government regulations, and then look to have a system in place to educate their clients and prospects on better ways to deal with painful issues. Not many.

Every day is hard enough trying to keep the business running and trying to win new business, so having a new business model in place that does the above seamlessly in the background is something you should think about if you have not started to do so already.

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