Unveiling the Truth: Why You're Struggling to Attract Clients

If you are struggling to gain new clients or even keep clients that have been given to you, chances are that you are mired in your own belief system about what clients really value.

It is crucial for professionals, especially in the legal field, to understand the nuanced factors that truly influence a client's decision-making process. Clients may claim to prioritize expertise, team quality, experience, and reputation when selecting legal services, but in reality, their main concerns revolve around whether you can help them avoid poor outcomes, solve their problems effectively, make their lives easier, and establish a positive personal connection.

This disconnect between perceived and actual client priorities highlights the importance of conducting thorough market research. By identifying the specific market segments interested in a firm's services, understanding the key drivers behind clients' choice of legal counsel, and crafting a compelling message that resonates with high-potential clients, law firms can enhance their marketing strategies and bolster their competitive edge.

Investing in a comprehensive marketing research program can provide valuable insights to improve overall marketing effectiveness, client acquisition efforts, and brand development. By aligning internal perceptions with external market realities, lawyers can tailor their client outreach efforts, deliver more personalized services, and ultimately cultivate stronger client relationships based on genuine understanding and mutual trust.

What clients say they consider when buying:

• Expertise/ Technical Skill
• Quality of the team or lawyer assigned to the matter/account
• Experience
• Reputation

What clients really consider:

• Will you help them avoid poor results
• Can you fix the problem (make sure to define the problem correctly)?
• Will you make my life easier?
• Do I like you as a person?

Understanding the concepts may seem easy, but applying them is a whole different story. Lawyers often spend a lot of time persuading others and trying to convince them to see things from their perspective, which may not be effective when it comes to developing a client relationship.

This process of market research and understanding client needs is essential for lawyers and professionals in any industry looking to effectively sell their services or products. By investing in a comprehensive research program, firms can gain valuable insights into the specific segments of the market that are most interested in their services. This knowledge allows them to tailor their marketing strategies towards these high-potential clients, ultimately increasing their chances of success.

Furthermore, by identifying the key drivers behind clients' decisions to select legal counsel, firms can better position themselves as the ideal choice for prospective clients. This involves understanding what truly matters to clients, such as the ability to help them avoid unfavorable outcomes, solve their problems efficiently, simplify their lives, and build a strong personal connection.

Crafting a compelling message that resonates with these client needs is crucial for firms looking to stand out in a competitive market. By aligning internal perceptions with external market realities, lawyers can ensure that their client outreach efforts are effective and that they are able to deliver personalized services that meet the specific needs of their clients.

Overall, investing in a thorough marketing research program not only enhances a firm's marketing effectiveness and client acquisition efforts but also contributes to the development of a strong brand identity. By understanding and meeting the needs of their target clients, lawyers can build lasting and meaningful client relationships based on trust, understanding, and mutual benefit.

The goal of a marketing research program is to provide a firm with actionable information to improve overall marketing effectiveness, client procurement, and brand development.

Researching and understanding this information can help lawyers to reach their target clients better and then provide their clients with more personalized client service.