Jun 22 '16
Who says law firms don’t sell? Here at Elephant Creative we like to call a spade a spade. And that means showing you how we’ve been able to help support sales in the legal sector. Of course it isn’t as simple as turning up on a doorstep with a suitcase full of books. Ultimately the only person that can ‘make the sale’ is the lawyer… but we can help. Our clients don’t want to share their names, because that would be giving away a little too much information but we’ve put this case study together to show you some of the projects we’ve worked on recently.
This top 50 law firm wanted to research opportunities in a new sector. In particular, they wanted us to test the ideas they had for adding value and providing expertise.
We were asked to approach this in three different ways:
1. desk research – to understand the strengths, weaknesses, opportunities and threats
2. telephone research – calling several hundred target clients to ask a series of questions about what they would be looking for from their legal provider and to get their views on suggested offerings/packages
3. client research – online survey of existing clients to get their views on suggested offerings/packages. We also asked them which types of marketing they best responded to, to help us better focus.
All of this was conducted over a period of a month and then presented as a written report. This formed the basis of their marketing and business development activity in this area.
Telemarketing and appointment setting
We worked with a well-known regional practice, operating over eight high street locations. They wanted to launch an employment law helpline service to local businesses.
• We started by identifying the target clients they had (what types of business, how many offices, how many staff etc etc).
• We supported by using one of our approved database suppliers, to supply a mailing list of senior decision-makers at organisations, across the firm’s target region, that fitted this profile.
• We then worked with them to articulate, clearly, a number of packages that we thought would be attractive to this type of target.
• A three step email marketing campaign was developed and sent out over three weeks, to this mailing list.
• After each mailing a hot list of those that clicked and opened was provided to a telemarketing professional. We also provided a script of key points so they could follow a clear process through each call.
• At the end of each week a report was provided to the partner in charge of the project, with contacts to follow up (including requests for more information and appointments made).
Don’t forget, though, business development shouldn’t start with new targets. The most productive place to generate instruction is through existing client relationships and key account management. We’ve worked with a number of firms and chambers to support in this area too. For more information on this have a look here.