April 01, 2017

How to Create Your 2017 Marketing Plan—Pillar II: Sales Strategies for Lawyers (I Didn’t Go to Law School to Be a Salesperson)

Terrie S. Wheeler

I hope you enjoyed the first two articles in this series in the December 2016 and February 2017 issues. If you missed them, you can also read them on the marketing website we developed JUST for readers of the ABA’s GPSolo e-Report. The website provides access to free marketing tools, tip sheets, templates, links to related articles, and access to free marketing “how to” webinars.

The Four Pillars of Marketing for Lawyers

As you might recall from the last article on creative ways to retain and grow relationships, The Four Pillars of Marketing™ should guide and direct every lawyer’s marketing efforts. The Four Pillars of Marketing include:

I. Retain and grow relationships with existing clients and contacts.
II. Develop new business.
III. Increase your name recognition and awareness.
IV. Pursue only targeted and effective communications.

This article focuses exclusively on Pillar II (new business development) and will discuss how to implement—yes, I’m going to say it—SALES best practices to grow your firm!

 Key Takeaway: Visit our GPSolo eReport Marketing Resources Page for this article.



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