Today, the challenge to becoming an exceptional law firm --one that is impervious to economic downturns and fee pressure from online legal services and low cost centers in developing countries – is more intense than ever.

Yet, one of the simplest ways to accomplish that goal is by listening. . .

. . .to clients past, present and future in order to understand precisely what they need, and therefore what you can do that no other law firm is doing to earn their trust and their business

. . .to your staff because that is where you will find some of the most innovative ideas about how to test your business thinking, transform old-style law firm marketing techniques and to increase profits

. . . to other businesses outside the legal profession – particularly how they market themselves. It is there among fast, agile, hungry entrepreneurs that you will find really outstanding ideas that you can apply to your own law firm marketing approach.

Whether you are currently feeling the sting of price pressure or thinning client lists -- or you simply want to become one of the elite firms in your area -- try these simple steps.

Respond to what you hear and apply what you learn to your business processes and systems and to your law firm marketing plans.