Creating the Lifestyle Law Firm: What Business Are You Really In?

"What business are you in?" We all get asked this question a lot, and most attorneys would respond by saying, “I’m a lawyer” or “I practice (fill in the blank) law.” 

But in actuality, you run a business. If you are not in business, you are not practicing law. And the success of your business lies in how well you are able to:

Market your legal skills. As a solo practitioner, a partner in a small law firm, an associate or of counsel, your primary focus, after gaining competency as an attorney, is to understand the key  principles of business development and law firm marketing and to apply them every single day. Not every attorney will be a top Rainmaker, but everyone can do something to grow and market their practice.

Create extraordinary experiences for your clients.  John Bisnar, founder of Bisnar Chase and a multi-million dollar Rainmaker, speaks often about the need to “micromanage the client experience”—controlling every aspect of how the client experiences your law firm. From how the phone is answered, to greeting them by name as they walk in the door, to minimizing the amount of paperwork you ask them to complete, to reserving your conference room with their name on the door, to returning client phone calls and emails consistently and promptly, everything should be focused on creating a positive experience for your clients.

Build deep and lasting relationships with your clients. Far too many attorneys only have a transactional relationship with their clients. They create an estate plan for them, they file a lawsuit on their behalf, or they set up a corporation for them. To be successful over the long term, you must think long term.

You must develop long-term, meaningful and influential relationships with your clients because the most expensive thing you can have is a one-time client. The first step is to stay connected with them. Regular, non-billable communication with clients is more important than ever in these difficult times.

You should be communicating at least 10 times a year with every current and former client. Send out an e-newsletter or email them an article you authored or read that would be of interest to them. Create a game plan for how you can build long term, meaningful and influential relationships with your clients and you will have built a solid foundation for a lasting business relationship.