As an American living in Normandy, France, who has built an international business in marketing, I can tell you firsthand that many practice building techniques remain a global truth, but there are a few key cultural differences for each of my international clients that can’t be overlooked. For example, in France, we “faire la bise” — which isn’t kissing but more of a cheek brush while making a “kissy” sound. I’ve lived here many years and still struggle with knowing how many cheek kisses are expected. In some regions, it’s two; in others, it’s one, three, or even four. I’ve learned to follow the other person’s lead and definitely not rush to my own cultural default of shaking hands. That would be disrespectful and a quick end to any relationship I’m trying to build.
You might not be expected to “faire la bise” as often as I do, but you might be expected to do business on the golf course if you’re building a practice in the United Arab Emirates or Japan. Will the majority of your clients assume you’ll do business over cocktails (Russia is a good example)? Do you need to be careful not to step on the threshold of a door as you enter a client’s office or home (like in Thailand)? Knowing the cultural ins and outs is key to building trust in a future client.
A great resource for these and other cultural dos and don’ts is “Kiss, Bow, or Shake Hands: Sales and Marketing: The Essential Cultural Guide — From Presentations and Promotions to Communicating and Closing,” written by Terri Morrison and Wayne A. Conaway.
Building a successful international practice involves strategic planning and effective marketing, sure, but it also requires an in-depth understanding of the cultural preferences of the international clients you want to obtain and maintain. Let’s briefly cover the essential steps of practice development.
For any attorney, firm, mediator, or arbitrator, the basics remain the same:
Before expanding internationally, clarify your objectives. Are you aiming for cross-border clients, partnerships, or global recognition? Write out your specific practice goals. Putting pen to paper or fingers to a keyboard is an important exercise that will help you put your critical thinking skills to best use. Write down all your goals — the most simplistic to the most outrageous. Then refine that list. Then refine it again. Once you’ve got your list of goals, you’ll be able to start assigning each goal its own action plan, timeline, delegation of tasks, budget, etc.
Next, set measurable goals to guide your efforts. Look at the goals you’ve created for yourself or your firm and then assign at least one way in which you can measure your success. It might be simply by how many more clients you bring in. It could also be more data driven like how many more conferences have booked you as a presenter, how many more contacts you have on LinkedIn, how many more people read your newsletter, how many more people click on specific pages of your website, how many more people refer work your way, how many more people know your name at a networking event, how many more people engage with you on social media, etc.
An important part of building an international practice is understanding the legal landscape in your target niche and target countries. One of the easiest ways to get some insight (or perhaps reinforce what you think you already know) is to use the internet. Use a search engine like Google and research other attorneys, firms, mediators, and arbitrators who would be your most likely competition. You can also use the strongest social media platform for the legal industry, LinkedIn. Just go to the search field in the upper left corner and start searching for your competition. You can find their website on their profile. Read it carefully for the kind of language it uses, the fees listed, the links provided, the use of video or other media, the images and badges used, the use of online calendars or forms, and more. Make notes or create a spreadsheet so that you can easily dissect what your competition does and how it’s presented. You should also note how many competitors you’ll be up against for new business. And, very importantly, determine how you can differentiate your practice from theirs. What can you do better? What can you do that they aren’t? What can you do in a way that they can’t?
Next on your to-do list for research is finding out all you need to know about the local and international laws, regulations, and market trends. This list needs to include but is not limited to things like website accessibility and privacy, necessary licenses or business formations, ethics in marketing, continuing education requirements, insurance requirements, work permits or visas that you’ll need, and whether you need to pay taxes in multiple municipalities or countries.
The foundation of any successful marketing and business development strategy is a deep understanding of your market. This involves identifying your target clients, understanding their needs, and being aware of the competitive landscape. This should include both demographics (the statistical characteristics of human populations, such as age, income, education, and other relevant factors) and psychographics (the study of customers based on their attitudes, interests, and emotions).
A family law attorney might identify their target market as a couple or a family going through a divorce. But you’ll see better business building results if you can better define your ideal client. An example is: a family law attorney who specializes in high net-worth couples who are American expats, with holdings in more than one country, who need to maintain or transfer wealth through a variety of real estate and banking tools to ensure the stability of their children and or the continuity of their business. Their primary concerns might be confidentiality; how to communicate the impending divorce to children and family, coworkers, or employees; dealing with the stress of a possible relocation of their home, children, or business; the pressure of impending legal fees and the length of time of the upcoming litigation; and so much more.
By understanding the legal, emotional, and financial challenges these families face, you can tailor your services to meet assumed specific needs. At this stage of your practice planning, you’ll want to focus as much on the benefits as the factors of working with you.
Be sure that you fully understand any cultural, religious, and legal differences for your international clients. Getting a divorce in California is far different than getting a divorce in Dubai. Yes, there are legal process variances, but the cultural differences too are diverse and just as important to know and understand. Next, communicate to your prospective clients that you truly understand.
Develop a strong brand that resonates across cultures. Consider cultural or religious nuances when designing logos, taglines, images, and website content. Position yourself as an expert in specific practice areas relevant to international clients.
Attend international legal conferences, seminars, and trade shows that are composed of your primary target market. Collaborate with local law firms or legal professionals to gain insights and referrals. Regardless of the distance from your “home” office, you need to be present in all your geographic interests. Invest in the necessary travel to truly engage in networking opportunities. Your best marketing is done face-to-face.
Support your face-to-face networking with online marketing tools to reach a larger audience. Based on your market research, create an online presence for your practice that differentiates you and your services.
This could involve search engine optimization (SEO), social media marketing, email marketing, or content marketing. Optimize your website for international SEO. Use localized keywords for each of the geographic areas that you want to expand into. For the legal industry, the most powerful social media platform is LinkedIn. LinkedIn has some amazing tools for videos, events, newsletters, and more.
Use social media platforms to share legal insights, case studies, and success stories that “prove” your understanding and knowledge of your practice specialty and cultural awareness. Create content that is valuable to your target audience, not just a promotional piece about you or your practice.
Additionally, creating videos for your website, your newsletters, your social media posts, and your YouTube channel is very powerful. The use of video allows your clients and prospective clients a way in which they can see your face, hear your voice, and learn that you do indeed have the right knowledge, experience, and communication style that’s right for them. In a somewhat lesser way, podcasts do the same. Both are effective and efficient evergreen assets that build your practice while you’re busy at work and are available to prospective clients at a time that’s most convenient to them. They also establish you as a credible authority in your practice specialty.
Adapt your communication style online and in person. Some cultures prefer informal texts, some prefer formal emails, and others appreciate a more personal touch. Be aware of indirect communication patterns (e.g., Asian cultures) versus direct communication (e.g., American culture). You might need to change your wording on your website, change your behaviors in person, and think carefully about how and when you move a perceived business relationship forward. Consider the phrasing, the timing, and the platform or medium you use to communicate. Understand negotiation styles (e.g., hierarchical vs. consensus-based).
Use technology to help you with communication and calendaring. Having an online calendar and world clock will help immensely. Be flexible and accommodating when setting meeting times. Technology plays a vital role in international marketing and business development. From virtual meetings to online dispute resolution platforms, technology can help you reach clients across the globe and deliver your services more efficiently.
In the ever-evolving landscape of legal services, attorneys, mediators, and arbitrators face the challenge of standing out in a crowded market. This necessitates a strategic approach to marketing and business development, tailored to the unique business needs and cultural expectations of your clientele.
Building an international legal practice requires strategic planning, cultural sensitivity, and a commitment to ethical marketing and practice development. Use a combination of market understanding, brand building, networking, and online marketing to find the right communication balance your clients and your practice deserve.
By adopting these strategies, legal professionals can effectively market their services and grow their practice across borders. Follow these steps, and you’ll be well on your way to success!
