How we target new clients for you

We have clients from Morecambe to Bristol, Jersey to Norwich, Edinburgh to Southampton. All of our clients have one factor in common: they all want to increase their client base.

What we do, in simple terms, is introduce law firms to prospective commercial clients that match their parameters by size, geography, line of business etc. In other words, we find the exact type of organisation that you would like to have as a client and then we introduce them to you.

Our methodology

Somewhere in your target market place are hundreds of potential clients - for arguments sake, let's assume there are 500. By definition, they must all need legal support from time to time, so somebody is getting their legal work - but it's not you. Now obviously you don't want all those hundreds of potential organisations as clients in one go. Probably what you want is a steady drip of new clients - say one every 6 or 8 weeks, maybe 8 or 10 per year.

There are only a couple of occasions when you are likely to be successful when targeting a potential new client. The first is when they are unhappy with their current solicitor today; the second is when they are unhappy with their current solicitor at some time in the future.

As part of what we do, we try and find out if clients are unhappy with their Solicitor when we call and we can then pass them on to you. This is a very tiny percentage of clients - so the real exercise is to contact them when they are unhappy at some time in the future.

We have found that some sort of critical event happens to disturb the existing relationship between client and solicitor. This could be something that happens at the incumbent law firm, e.g. a partner dies or leaves, the firm merges, a mistake is made, the Credit Control people are rude or aggressive chasing for a debt etc.

Alternatively, something could happen at the client, e.g. the buyer of legal services leaves or is promoted, the MD changes, there is a policy change etc. In the case of our founder, Ray Fox, his employer in the early 1990s Dun + Bradstreet changed MD. He wanted to know why they were spending £250,000 with one legal firm, and as a result of that single conversation, three local firms in High Wycombe picked up Dun + Bradstreet as a client - each getting about £35,000 in fees.

We work to make sure that if a critical event takes place at one of the 500 potential clients in your target market place, the buyer of legal services is likely to call you. We do this by ensuring you are the "second choice" solicitor to the "first choice" incumbent solicitor.

We do this by:

1) Finding out who the 500 potential client organisations are;

2) Then we find out who the 500 buyers of legal services are in each organisation;

3) Then we research what type of service they buy and whom from;

4) Then we gently and non aggressively let them know who you are and what you can offer them using.

Over a 12-month period, perhaps 35 to 50 of those 500 organisations are going to experience that critical event which prompts them to review their legal advisers. You will have a major advantage over every other competitor in the area - you have established a relationship by sending a letter or your literature (which we will help your produce) every few months. Over time they will come to believe your law firm seems to know what they are doing: "They know who I am. They know what I buy. They know the type of organisation I am. They even know who my current Solicitors are. I think I'll give them a call."

Does it work every time? Of course it doesn't. But you only need it to work 10 times per year and you have a far better chance of it work than if you did nothing. Remember, if you mail shot them 4 times per year, the cost of postage, printing and envelopes is no more than a couple of pounds. A new client could easily be worth £5,000 in year one with a lifetime, residual revenue of as much as £50,000. If you pick up just one client like that over the next 12 months, the exercise has more than paid for itself.

Why not give us a try - we can prove what we do works. You can contact us for a free discussion of your requirements.