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:
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
Many attorneys confuse marketing with advertising. Marketing is not advertising. Marketing activities can exist without any promotional components such as television advertisements, radio spots, tombstone magazine advertisements, or direct mail. Marketing is the broader process concerned with the development and delivery of legal services and is part of the firm’s long range planning process. It provides answers to the questions what are we selling and to whom are we selling. It involves maintaining relationships with existing clients as well as creating new relationships with prospective clients. In fact, a major objective of many successful marketing plans is obtain additional business from existing clients.
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