3 Ways Passive Marketing Can Increase Revenues For An Attorney
By Tracia Graham
Passive marketing is the marketing you do within your everyday activities and can be even more effective because it’s personal. The following are three examples of passive marketing that when done correctly will increase your revenues over time.
1. The Talking Office: When a potential client walks into your office for the first time they are assessing you, and gathering information about your abilities as their future legal counsel. Do you have boxes of closed files lying around in plain sight? Is your desk covered in stacks of paperwork and other client files? Is the office dusty and in need of a vacuum?
If I’ve just described your office then there’s a good chance your clients are minimizing your value and hence you may have some difficulty getting decent retainers from the clients who hire you. A disorganized office sends a loud message to your clients. Your office is an extension of you, it is your personal publicist, clear out what’s not necessary, organize your files and make sure the office is warm and inviting.
2. Working with Current Clients: Each time you come into contact with your clients you are passively marketing for future business. Staying on top of deadlines, having proactive communications and being present with your clients will reap you big rewards down the road.
The way to stay in charge is through utilizing organizational systems. These systems will increase your efficiency and your ‘perceptivity’ in your client’s eyes. If your client is confident you have all their bases covered they will have more confidence in the outcome of their case.
Organized systems keep you on top of your communications, on top of statue deadlines and on top of your client needs, turning you into the high-powered professional that you really are. Confident clients are more likely to continue their business relationship with you as well as referring others.
3. Social or Civic Connections: Social or civic groups and connections can become a fabulous passive marketing avenue, especially when associated with activities you really enjoy. These groups provide an opportunity for others to get to know you and connect with you on a personal level. People love to do business with people they know and trust.
As you participate you are also marketing your services by building trust, showing up and being you. Having said this, it is important to notice how you are showing up. For instance, if you take a leadership role but are inconsistent with follow through, then you are establishing yourself in the eyes of others as being unreliable. On the other hand, if you become known as the person who gets things done, participates well with others and is a team player then you are more likely to be seen as approachable, likeable and trustworthy. These types of groups provide the opportunity to establish credibility that will transcend the group and set you apart as the attorney to have on the team.
Passive marketing is powerful because it is personal. It flows with your life, and your practice plus it is extremely cost-effective. You can spend a fortune on marketing campaigns but if you miss the understanding that, as an attorney with a professional practice you are marketing with your day-to-day actions, you’ll never reap the fullest rewards of your efforts.
Tracia Graham is a Law Office Consultant. She helps Attorneys create thriving practices with a coaching and organizational approach to practice management.
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