Marketing To Your Ideal Client
Some clients are simply a delight to work with. They value your guidance, they follow your instruction and they trust that you know what you’re talking about… which is good because of course… you do.
But then other clients aren’t quite so pleasant. They question your every move, second-guess your recommendations and just generally behave as if you’re the one in need of instruction.
But that’s just part of doing business, isn’t it? Shouldn’t we assume that difficult clients go with the job?
The truth is, you should always be looking for ways to build your client base and certainly, some clients will be easier to work with than others.
But when working with a client isn’t worth the fee they’re paying, it’s time to reconsider how you choose your clients.
And you are choosing them aren’t you?
Just as potential clients do their homework before deciding on the right attorney for them, there are also right clients for you.
Clients that pay your fees without stalling or scoffing. Clients that understand the importance of estate planning and are eager to hear what you have to say. Clients that – yes, they do exist – appreciate your hard work and value the services you provide.
So, where can you find such ideal clients to target?
Perhaps the first step is to begin thinking about what you want your services to be. Rather than shaping your firm to fit the status quo, give life to your visions and tell the status quo to take a hike. Then look at what kind of client would buy your kind of services.
When you know the client you’re targeting, it’s not too hard to figure out where to find them. Maybe through some local business groups in your community such as your Chamber of Commerce or perhaps by offering a free educational seminar to businesses and their employees.
In truth, the possibilities are endless and the pickier you become about the clients you take on, the happier your law firm will be.
President & Co-Founder
American Academy of Estate Planning Attorneys, Inc.