January 29, 2015

Legal Darwinism: Survival of the Fittest Lawyers

In an age of fierce competition, only the strongest lawyers (and their firms) will survive.  Many lawyers know that it is not enough to be a great lawyer; bringing in business is the new status quo.  Whether it is on the firm level or individual lawyer level, creating a business plan to approach, land and retain clients will bring accountability into the equation.

The Ask

Most lawyers are “ask averse.”  They equate asking for business with a root canal.  A paradigm shift can make all the difference.  Subtle approaches that suit a lawyer’s style may be the minor psychological shift that turns a service partner into a rainmaking behemoth.

Using Technology to Support

The world has changed.  Lawyers who use technology to their advantage will create the awareness necessary for building their “platform.”  Acquiring new business and retaining that business takes more than a flashy social media site or solid CRM.  Integrating all technological tools at your disposal will make the whole greater than the sum of the parts.

Adjusting legal strategies to fit modern clients is what makes the fit survive; it’s “Legal Darwinism” at its finest.  New tools provide lawyers with an extraordinary chance to become relevant thought leaders and trusted sources in new networks and via exciting channels (think twitter).

At the heart of this legal revolution, clients want to know that their lawyers are relevant and engaged in discussions.

As many lawyers know, one of the best social media tools for business is LinkedIn.  To leverage it, you have to do three things:

1.    Create a solid profile.  Staying up-to-date is important because people are watching you.  Invest some time in looking at profiles of competitors to see what they are saying and you or not.  Work on those “differentiators.”

2.    Determine Your Strategy.  Connect with others in your field, and connect with people who can be “connectors.”  If you’re looking for new clients, join LinkedIn groups and contribute to the discussion.

3.    Use LinkedIn to search for contacts.  A very powerful, underutilized LinkedIn tool is searching for connections of connections.  Once you find people who you would like to know, ask your connections for an introduction.

Leveraging and honing your skills, contacts and technological savvy is the integrated marketing approach you need to survive.  Done correctly, it will steer clients to your door.  Creating a solid plan and incorporating accountability will help you stay ahead of the curve.