The Gazette 1995

GAZETTE

MAY/JUNE 1995

N E W S

The Law Society Annual Conference 1995

A most successful Annual Conference was held in May in the Hotel Europe, Killarney, Co. Kerry. The conference was attended by over 200 participants including guests from the Law Societies of Northern Ireland, England and Wales, Scotland, New South Wales and Queensland. The conference opened j with a very successful dinner on Thursday evening. The dinner was followed by entertainment provided by the world renowned Bunratty singers. Consulting, which provides a business development and training consultancy to solicitors, accountants and other professionals in the UK. He advises professional firms on developing a marketing culture within their practices and teaches them the skills they need to | sell in today's intensely competitive environment. I The keynote address was followed by a panel discussion. The panel members were Aidan Canavan, President of the Law Society of Northern Ireland; Charles Elly, President of the Law Society of England and Wales; Kenneth Ross, President of the Law Society of Scotland and Maurie Stack, President of the Law Society of New South Wales. The discussion was chaired by Patrick Glynn, President. I | Keynote Speech - How to Develop Your Business The keynote speaker commenced by explaining what marketing is: anticipating and satisfying the needs of your clients and prospects profitably. Client Care The following is an outline of the points j which he made. Marketing will help you to expand your practice, increase client satisfaction and increase staff loyalty. There is a recognised oversupply of professional hours for sale. What is the On Friday morning the business session was held. The keynote speaker was Richard Haynes. Mr Haynes is Managing Director of Haynes

LAW SOCIETY CONFERENCE 1995 - BUSINESS SESSION Left to right: Aidan Canavan, President of Northern Ireland Law Society; Charles Elly, President Law Society of England & Wales; Paddy Glynn, President, Law Society of Ireland; Kenneth Ross, President Law Society of Scotland; Maurie Stack, President Law Society of New South Wales and Richard Haynes, Keynote speaker.

result of this? - an increase in client power. Clients will now shop around. Every solicitor is running a business and must face up to marketing the firm. Choosing a professional is difficult because there is no product to show. A client makes a decision based on what he sees and hears. A professional makes an impression on clients by his/her own behaviour. If someone has a bad experience they tell more people than if they have a good experience. Looking after existing clients is fundamental to a successful business. The keynote speaker identified four factors which people take into account when deciding on which professional to use: awareness (they must have heard of you), trust (they must trust you), need (they must need the service you are offering), the solution (you must offer the client a solution). The reality is that the most powerful way to increase business is by selling yourself. You must sell your practice. Building relationships with prospective clients takes time. It is not a sprint it is a marathon. One must develop a strategy for keeping in touch with potential clients. Methods of doing this include: Building Relationships

• meeting them through intermediaries • inviting them to a seminar • writing to them with new information • inviting them to a social or hospitality function. You must ensure that you are the first firm potential clients think of when they need a solicitor. A marketing culture does not create itself. It starts at the top of every practice and permeates downwards. Everybody in the firm must be client conscious. Every solicitors firm should have a client database. This should include all existing and potential clients. What work are you doing for them? What work are you not doing for them? The database should include a profile of each client. There should never be a key account. To every client, his account is the key account. Marketing Culture

Why do clients complain about solicitors?

Solicitors often take on too much work and do not live up to the expectations of the client. There is often inadequate supervision of work given out to juniors. Solicitors are often guilty of bad communication. They do not let clients know what they are doing on the

• sending a newsletter and following it up by telephone

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