Lma mid west-6-2010

LMA Mid-West
“What are you doing to differentiate your law firm in a highly competitive market?”
Jayne Navarre

[Differentiate]
In marketing, differentiation is the process of distinguishing a product or service to make it attractive to a target audience.
In short: differentiation helps us choose.

Differentiation helps us choose
Pink or Blue? Grey or Gray?

Price. Location. Style.

We have deep experience and knowledge in [-fill in the blank].
We aren’t afraid to take a case to court…we’re trial lawyers.
We have global presence.
We know the local economy.
We’re a one-stop shop for small businesses and entrepreneurs.
We know the law in -fill in the blank-] state.
We are the oldest law firm in -fill in the blank-] state.
How Law firms differentiate themselves:
We get results.
We partner with our clients.
We truly are a team.
We really care about our clients and learn their industry.
We’ve routinely handle corporate acquisitions for Fortune 100 companies.
We’re less expensive than larger or big name law firms.
We’re so large; there isn’t a -fill in the blank]- type of case we haven’t handled.

Why prospects choose:
They know the attorney.
They met the attorney at a fundraiser.
Their father and grandfather used the attorney.
Someone recommended the attorney.
They went to college or law school with the attorney.
The law firm offices are convenient to their office or home.
#1 Reason: They “Friended” me on Facebook!

Bigger, smarter, more experienced.

The “meaningful” dilemma
Prospects NEED meaningful differentiation..BUT
100’s of clients, dozens of prospects
Nearly impossible to align
what’s meaningful to one client is irrelevant to another
We’re a full service law firm…where do I start?

Basic category benefits
Stop focusing on differentiation
Start focusing on those things which ALL clients expect from their law firms
Deliver them consistently
Out perform the competition
The rest will follow
Word of mouth marketing is powerful

Coffee Shops | Basic Category Benefits
A building
Coffee
Cups
Sugar, cream, stirrers
Open early AM
A convenient location
A server or cashier
A place to sit, maybe a table
Trash can
Pastries or sweets
Plates, napkins
Newspapers
A restroom

Starbucks
Convenient location
Premium coffee choices
Consistent and reliable hours, service, and product
Clean, attractive cups with designs and poems
Inviting surroundings.
Soft seating, work tables
Friendly Baristas
Fresh pastry
Wi-Fi
Ambient music, free downloads
2000 other items, gifts
Newspapers (local/national)
Local flavor (art, charities)
Status brand

Law Firms | Basic Category Benefits
Effective counsel by licensed professionals
Confidentiality
Ethical standards
Physical Offices
Meetings
Communications
telephone calls
emails
Bills
Documents
Court appearances
Modern and secure technology
Educational seminars, articles, etc.
[Tickets to THE game]

Top Ten Client Complaints
#10 Not understanding my industry/business
#9 The surprise bill
#8 Inaccessibility; the age of Blackberries
#7 Over-lawyering
#6 Missed deadlines
#5 Not discussing strategy and recommendations
#4 Not informing the client who they can call when responsible attorney is away
#3 Not keeping client informed
#2-A Invoices for time or work not previously discussed with the client or delivered late
#2-B Not returning phone calls
#1B Not giving me 50 yard line seats for the big game (just kidding)

Misalignment

Core Values | Category Benefits
Clients are the most important part of our day
Effective counsel
Team work is essential to our clients’ success
Meetings, Documents, Court Appearances, Technology,
Our strength comes from our people
Ethical, Effective counsel, Meetings, Communications, Education
Our clients will be safe in our hands
Ethical, Confidentiality, Bills, Documents, Court appearances, Technology
Ease of experience helps our clients succeed
Meetings, Documents, Bills, Communications, Technology

Core value #1Clients are the most important part of our day
Hi, Jayne, welcome back. We have some recommendations for you…
The power of a client dossier
Mr. Tony Hsieh (pronounced “Shay”)
E-commerce, retail, shoes, fashion
Fast Company, Women’s Wear Daily, Biking mags
Prefers tea, black, no sugar
Very busy man, 5 min or less wait time
Give access code to wireless network
Belongs to the athletic club and knows…attorneys X, Y, and Z.

Core value #2Teamwork is essential to client success
The engagement letter (off the clock)
Face to face discussion of expectations
Communication preferences
Introduce them to the team-in person - Folio
Include a neutral third party for routine feedback
Show them a sample bill
Offer customization
Above and beyond – not just attorneys: EVERYONE.

Core Value #3Our strength comes from our people
Basic business skills
Active listening skills
When giving advice
When taking instructions
That’s not my job
Training, training, training…

Core Value #4 Our clients will be safe in our hands
No surprises, please
Confidentiality is not just a policy – it’s a way of life.
Digital communications and documents
Social media and networking
Deploying resources

Core Value #6Ease of experience
Logistics
Do you make life easier? Or harder?
Reports
Both formal and informal with consistency
Email subject lines
Copies
Is it easy to work with your firm?
Hi, Jayne, welcome back. Don’t forget, you have 3 items in your shopping cart. There’s always free shipping for loyal customers like you!

Be Obsessive about your core values.
Top to bottom, everyone must believe that the firms’ clients deserve great representation and service that supports it
It must be an unrelenting desire

Differentiation
Differentiation isn’t about a clever tag line; its about being great.
A weak performance is over looked when it’s surrounded by lots of great ones.
Embed a culture that delivers on the basic category benefits (SERVICE) and your brand will take care of itself.
Word of mouth marketing becomes your marketing plan.
Don’t let your clients will market you out of job !

THANK YOU!!! LMA Mid-West
Please join me on:
www.linkedin.com/in/jaynenavarre
www.twitter.com/jaynenavarre
www.facebook.com/jayne-navarre
www.virtualmarketingofficer.com
jln@lawgravity.com

Lma mid west-6-2010

by Jayne Navarre on Jun 23, 2010

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Lma mid west-6-2010 — Presentation Transcript