Rainmaking has to be one of the most challenging aspects of the legal practice, with a constant pressure to generate new and lucrative business. But sometimes, unrecognized opportunities are right under your nose. With some consideration and minimal efforts, you can find some previously untapped opportunities for your firm.
Everyone is a potential customer
Every person you come across each day is a potential opportunity for business. While passing out your business cards to every person in the grocery store may not be a viable option, you should always have your cards on hand should a conversation arise. When the person behind you at the checkout counter strikes up a conversation about the high price of eggs, why not end the conversation with your name, your business card and a friendly, “Let me know if you ever have any legal needs.” I have seen that one statement turn onto an extremely lucrative case for an attorney.
Former employers may also provide business opportunities, especially if your employment ended on good terms. You are in a great position to evaluate these potential customers because you have inside knowledge about the services the company needs. Take a moment to evaluate how your practice could meet these needs and then reach out to your old supervisor or co-worker. Schedule a meeting with the decision-makers, so you can present your law practice and applicable services.
Talk to your vendors
What about your vendors? Do you contract a yard care company or a custodial crew How about the neighborhood auto repair shop that fixes for family vehicles? All of these small businesses have legal needs that your firm could be meeting. If their decision makers have no clue that you are an attorney, you could be missing out on a valuable client. It doesn’t take much effort. A simple conversation is more than sufficient to introduce and offer your legal services.
Watch the news
Real world developments can lead to real world opportunities. Keep up to date on trends and developments that affect your area of practice. For example, did your state legislature recently change the grounds for divorce? Use these changes in your marketing material to demonstrate your knowledge and skill. Iindividuals impacted by the new laws may find your blogs or article through their searching efforts and decide to retain your services. Trade magazines and industry associations are excellent tools for keeping up with policy changes and trends.
There is no shortage of business opportunities for your practice if you step outside the box and take a look at the people and businesses around you. You never know. Your next business opportunity may be right in your backyard.
About Erika Winston:
Erika Winston is a freelance writer with a passion for law. Through her business, The Legal Writing Studio, she helps legal professionals deliver effective written messages. Erika is a regular contributor to TimeSolv and a variety of other publications.
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