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Law Firm Marketers: Consider Pilot Fish and the Shark

For all the well-known reasons, aggregate demand for legal services delivered by traditional law firms is flat. That has been pretty well documented. (In fact, enough already.)

Shark, Pilot FishSo, the firms that are succeeding are the ones taking business from others (they are taking business from other law firms and taking it from alternative legal services providers, as well).

Here are three opportunities for midsize firms in this jungle:

Midsize firms can take business from big firms when clients elect to hire smaller firms where (i) the service is equivalent or better, (ii) costs are lower, and (iii) firm principals are more directly engaged in direct client service.

Midsize firms can take business from small firms where the midsize firm can bring broader and deeper capabilities.

Midsize firms can take business from anyone, anywhere, any time a midsize firm can provide experience-honed legal judgment delivered person-to-person by empathetic, seasoned professionals.

But “taking business” from others need not be all tooth-and-claw. Think instead pilot-fish-and-shark.

Artful midsize firms can build lasting, mutually beneficial relationships with other firms — large and small — law firm and alternative provider —  by networking, collaborating, complementing.

Midsize firms are uniquely apt for networking.

Copyright © 2022, Brooks, Pierce, McLendon, Humphrey & Leonard LLPNational Law Review, Volume VII, Number 53
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About this Author

Edward C. Winslow III, Brooks Pierce, Greensboro, Banking Lawyer
Managing Partner

Ed Winslow represents business and corporate clients with an emphasis in the fields of banking and financial services. Principal clients include bankers associations, banks, savings banks, insurers, and other financial services firms within and outside North Carolina. He is a frequent speaker and writer on topics involving financial services law and authors a blog on law practice management, called MidLaw and Divers Items. 

(336) 271-3112
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