A BRIEF EXHORTATION

With all the exhortations to sell your legal services, it probably has occurred to you that you cannot go everywhere with the resources that you have, profitably. Call it ROI or Working Capital Ratio but getting what type of clients, how much will this cost us, what kind of practice or firm will we be?

All the above is about where you are targeting your selling effort and managing the difference between getting clients and building a practice. One is not the other and if you want some enduring profitability and professional competence you have no option than to actually build a practice and differentiate your service offerings imaginatively.

With a focus on the type of legal entity you want to become you will have to develop actual strength to serve your market and this is by having people with the ability to be relevant to and to relate successfully with the market they choose to serve. Your people are the ones with the responsibility for marketing your law firm, for doing the work and for holding on to the business.