Lawyers have a tendency to act big – to make their law firm names sound monolithic, to make their voicemail systems like mazes. But what they don’t realize is that consumer don’t hire law firms.
Consumers hire lawyers.
People hire people.
When you create this facade, you invariably insulate yourself from your clients and prospects. That leads to an inability to create a meaningful relationship with your target market.
That may make you happy. Maybe you don’t like your clients, don’t want to be bothered, and want to do “real work”.But here’s the problem: if you don’t make a connection then there’s no reason for someone to hire you over another lawyer. And if people don’t hire you, then there’s no “real work” to be done.
Business generation is what makes your practice operate. Without it, you are engaged in an academic exercise.
Do yourself a favor, and turn off the voicemail for a day. Pick up the phone and talk to your prospects and clients. Ask them what they need, and how you can help. Learn a little about what they want, and you’ll find the connection easier to make.
Jay Fleischman is a consumer rights lawyer and blogs about marketing a consumer bankruptcy practice.