Asked and Answered
By John W. Olmstead, MBA, Ph.D, CMC
Q. Our firm has in place a strategic plan as well as a firm client development plan and individual lawyer client development plans as well. While we have great ideas and good intentions - we seem to be falling short of the mark and not accomplishing much. What are you thoughts regarding our dismal success with our client development efforts?
A. Obstacles to Marketing
Based upon our observations drawn from working with client law firms over the past eighteen years we have concluded that marketing is poorly understood and ineffectively implemented in many small law firms. In addition, the following obstacles are at play:
Time
There is no time for marketing or any firm developmental activities. Production is king and non-billable activities such as marketing are discouraged.
Uneasiness With Marketing
Attorneys are uncomfortable with marketing. This is primarily due to lack of understanding, training, and experience with the process.
Lack of Marketing Understanding