The work of a specialist who assists organizations is focused on the full list of tasks within the legal framework that a company may encounter. Legal assistance legal entities will be effective at all stages of a company’s existence on the market - from the moment the company is opened to the moment the business is liquidated.

Legal services for legal entities in Moscow at the initial stage

• Consulting on the selection of a business entity and taxation system;
• A complete list of services for registering a business with the tax office;
• Collection necessary documentation for business registration;
• Representation of interests in the tax office in case of refusal to register a business;
• Assistance in opening a bank account for a legal entity;
• Drawing up the charter, maintaining minutes of meetings;
• Assistance in obtaining necessary licenses and certificates;
• Assistance with inspection organizations on the issue of obtaining permits for business activities.

It is important to know: why legal services to legal entities are a necessity in initial stage? Bureaucratic delays can cause delays or refusals - the tax office may not accept an application due to a minor error. This will cause downtime and financial losses for new businessmen.

Lawyer services for legal entities at the stage of entrepreneurial activity

• Maintaining internal company documentation - personnel, labor, financial;
• Checking the legal purity of contractual documentation, drawing up draft documents at the request of customers;
• Mediation service, support of transactions and agreements with counterparties and partners;
• Escort foreign economic activity, as well as foreign economic contracts;
• Termination of contracts and agreements, recognition of certain positions from them as invalid;
• Conducting work to collect accounts receivable, debts under loan and leasing agreements;
• Representation of interests in tax, customs, migration services;
• Supporting on-site inspections from government agencies, appealing the results of inspections;
• Assistance in blocking a current account;
• Assistance of a lawyer to legal entities in transactions with shares and shares of the company;
• Legal services for legal entities in foreign financial management company, development of corporate management schemes, cost optimization;
• Checking the legal purity of real estate, machinery, equipment;
• Supporting various structural changes in the company.

It is important to know: the services of a lawyer for legal entities in Moscow are necessary for every transaction carried out - if transactions are carried out with finances, documents, property. This approach will allow you to protect yourself and avoid possible legal consequences. The specialist will check to what extent the future operation meets legal requirements and whether it poses risks for the company.

Legal assistance to legal entities in Moscow during legal proceedings

• Carrying out comprehensive pre-trial work aimed at resolving the problem situation;
• Drawing up a pre-trial claim, response to a claim;
• Maintaining business correspondence or settlement negotiations;
• Collection of necessary documentation and preparation statement of claim To apply to a judicial authority;
• Conducting disputes with government agencies regarding fines, overpayment of social contributions;
• Maintaining labor disputes with employees of the organization;
• Providing lawyer services for legal entities in corporate disputes, raider takeovers;
• Representation of interests in disputes between co-founders and shareholders of the company;
• Work in judicial authorities in disputes with counterparties regarding debts, non-fulfillment of terms of cooperation;
• Bankruptcy of legal entities.

It is important to know: at the initial stage, you can always get free legal advice for legal entities in all organizations that are represented in our rating. To do this, you will need to contact the company or call representatives by phone. This will help you decide whether to continue to cooperate with the company and use the help of lawyers. Assistance can be provided on any issues, including in the form of consultation with an individual entrepreneur lawyer.

Cost of legal services to legal entities in Moscow, average value

It is very important to attract your attention potential clients, in the language of PR people, target audience

If politicians and businessmen have long been friends with PR technologies and understand that a lot can be achieved with their help, lawyers were somehow wary of these technologies. Many people still believe that they can do without them. However, it should be noted that successful lawyers known to everyone became such without even realizing that they were their own good PR people. In times of crisis, when the number of potential clients decreases, law firms understand that it is still necessary to use methods of forming business reputation. After all, if a law firm has competent specialists, then why hide it?

In this article, we offer you an overview of fairly simple and low-cost (and sometimes even inexpensive) PR methods that law firms can use to promote themselves and attract new clients. Moreover, it can be used very successfully and efficiently. It's no secret that even expensive direct advertising does not always give the same return as PR.

Who do you need and how to reach these people?

The first thing you need to do is determine what kind of people you need to attract to the law firm or its employees. In professional terms, who is your target audience. The answer is obvious: those who can afford the help of professional lawyers in court. These are wealthy citizens and top officials of companies, successful individual entrepreneurs.

Now you need to figure out how to get their attention. There is no need to reinvent the wheel: you need to appear in those media (newspapers, magazines, radio and television channels) that the people you need read or watch. Again, in the language of PR professionals, become visible to your target audience and maintain a level of “Market Visibility” regardless of the level of income of your law firm and how long it has been on the market.

Choosing the media you need is not difficult. Look at what's on sale at newsstands, look through subscription catalogs at the post office, which list the names of all media outlets. Pay attention first of all to business publications (they are read by the top officials of enterprises), as well as to specialized publications, for example, magazines about real estate, taxation, cars (they are attractive to wealthy men) or to glossy specialized and simply glamorous publications (their audience is wealthy women). Write down their names, put them in your plan and think about how to get in touch with them, what to offer them to interest them, and how to organize the work. All this sounds impressive, but there is no need to get scared ahead of time. In reality everything is simpler.

How to interest the editors, quickly establish contact and start working

There is no need to be afraid to call the editor and offer your own services in exchange for PR. Understand that, in a sense, newspapers and magazines, television channels and radio stations are themselves interested in connections with legal and advocacy firms. After all, the media always feel the need for professional legal comments on current events or legal problems. Offer your services to the editors: say that your company’s specialists will give short oral or extensive written comments on the materials prepared by journalists, and, if necessary, simply explain complex legal issues over the phone. Let your specialists sometimes do something for the editors “just like that,” free of charge. But then the journalists will also meet you halfway.

As a rule, editors are reluctant to accept and publish ready-made articles that were once written by lawyers or attorneys. This is explained by the fact that each publication or TV channel has its own ideas about the relevance of materials, its own thematic plans developed by editors. It is not surprising that the articles prepared by your lawyers do not correspond to these ideas and plans. Your specialists simply did not know about them and were not oriented. But this does not mean that articles by your company’s employees cannot appear on the pages of the publications you need. Just structure your conversation with editors differently. Ask if they have drawn up a thematic plan for the near future. If yes, ask if there are articles on legal topics, offer to write them by the deadline set by the editors. And then the material, the author of which will be a specialist from your company, will be published in the newspaper you need or in a magazine that is interesting to you.

Three golden rules in working with the media

Rule 1:

It is not necessary to require a fee for articles or comments from specialists in the media mass media. Moreover, in the context of the financial crisis, editorial offices and television and radio studios have reduced their royalty funds. Ask for “advertising services” rather than money for your work. Of course, we are not talking about placing advertising modules for your company - this is very expensive, and fees for comments do not correspond to such a price. Let the editors indicate not only the last and first name of the author, but also the name of your company (if the editors pay a fee, they usually do not name the company), and, if possible, telephone numbers, website or address Email. Sometimes it is possible to agree on the placement of line advertising or even a small advertising module that contains the name of the company, a brief description of its activities and contacts.

Rule 2:

Support a good relationship with journalists. If for some reason the specialist from your firm who undertook to prepare the material cannot do this, recommend another lawyer from among your colleagues. Otherwise, if you let the editor down, next time they may not offer your company to prepare material or a story. And he will even refuse you (as an unreliable colleague) if you yourself apply there with such a proposal.

Rule 3:

Take part in exhibitions, conferences, seminars that are organized by the media or, if not organized, then participate. It is advisable not to pay for this, but to agree on mutually beneficial participation. Let's say, work at a media stand, under his auspices, promoting both him and your services. To do this, try to present your company in the best possible way. best side, make proposals that would interest those who invite you. If you wish and have the funds, you can, of course, organize the conference yourself...

Personal PR: promote company lawyers who win high-profile cases

If your company’s specialists (lawyers, barristers) successfully participate in trials of stars, famous public figures or high-ranking officials, or win complex cases that essentially create legal precedents, do not hide it. Try to inform the media about this. Prepare and send press releases to publications needed for your PR. If it makes sense, notify journalists in advance about upcoming court hearings with the participation of a specific specialist from your company. If for some reason you did not do this, inform the media after the meeting. In short, create the image of a successful professional for one or several specific specialists in your company. Promote them personally, using their last name and ensuring that they are recognized by their last name. The company name will automatically appear after this. Remember: the louder and more significant the case that your lawyer or lawyer is handling, the more attention he will receive.

The career of the famous lawyer Pavel Astakhov is one of the classic examples of “screwing” a person into a “heated up” information field. The media showed great interest in him after he volunteered to defend the constitutional rights of the head of the Media Most holding, V.A. Gusinsky. This was followed by a number of high-profile trials and, as a result, fame.

A similar path was followed by lawyer Shota Gorgadze, who actively collaborates with the Nightingale Trills program on Silver Rain radio and journalist Vladimir Solovyov.

Participate in online forums, write blogs

On the World Wide Web, as you know, there are many sites where legal forums operate: online site visitors leave questions, and lawyers answer them. Often among those who leave questions there are also lawyers, and sometimes visiting lawyers answer questions. In short, these are so-called online consultations, as well as the exchange of experience between lawyers. But what is important to us from a PR point of view? By communicating on the forum, lawyers often find clients and generally promote themselves and the firm they work for. Sometimes visitors themselves offer to work with the lawyers who answered them - to help in court. The most suitable for legal advice today are: social media, like “Professionals”, “My Circle” or “Zubry.ru”.

Personal blogs created by lawyers help them open up, show their professionalism, and talk about the cases they won in court. You can understand how all this might look by looking at the blogs of some lawyers, for example Shota Gorgadze - http://blogs.mail.ru/mail/grant-pravo/, Dmitry Zhdanukhin - http://pr-law.livejournal.com/, Olga Semencha - http://blawg.ru/, Nikolai Blokhin - http://blog.yurist-online.com /, Svetlana Klepach - http://lawmi.ru/.

Lawyers should not ignore such Internet resources as Odnoklassniki and VKontakte. Today these are very visited sites. Even long-time acquaintances or classmates of your firm’s lawyer, having found him in the resource, may offer to work for them, representing interests in court.

This is very good support for both the lawyer himself and the company for which he works. After all, books usually indicate not only the author’s last name, but also give short biography, a description of his activities. So the name of the company will also appear in the book. In any case, you can discuss this with the publisher in advance. Imagine what a great addition to business card a lawyer will be a book written by him on a specialized topic (arbitration, taxes, criminal law, collections...).

Please note: we are not talking about your company publishing a book at its own expense. Printing is quite an expensive proposition. In addition, before going to press, the book must be laid out, a high-quality design and a good title must be come up with. This can only be done by specialists whom you will have to hire. But that's not all. The most important thing is to distribute the book, that is, to make it appear on the shelves of stores, kiosks, and other retail outlets, and people could buy it. Believe me, it's not as easy as it might seem. In the publishing business, distribution of printed materials is a serious separate area, which is handled by specially trained people. Moreover, this direction is very expensive if you master it “from scratch”. Therefore, it is most advisable to publish a book in some publishing house that specializes, among others, in the publication of literature on legal topics. In this case, you get rid of all the costs listed above. The publishing house will do everything. All you need from your lawyer is a text. But he will also receive a fee for it.

Examples of successful cooperation with publishing houses are demonstrated by such companies as Vegas Lex (books were published by the Mann, Ivanov, Ferber publishing house), Gamolin Quinn Vyzhlov LLP (cooperating with the publishing group Et Cetera Publishing, which released the famous Mafia Manager series) and others.

It is necessary to prepare texts for books and submit them to the publishing house promptly, since professional literature quickly becomes outdated due to constant changes in legislation. That is why the book is in demand by specialists only for a certain period of time. Of course, most often legal literature is intended for a narrow circle of readers. It's not scary. The narrower the readership, the higher the likelihood that the book will “hit the target.”

You can only count on reaching the widest possible readership if a lawyer or advocate for your firm suddenly writes a book not on a professional topic, but on fiction. His name is on the cover of a book written in a popular genre, published in thousands of copies and distributed thanks to well-functioning retail chains publishing houses throughout Russia, is remembered and catches the ear.

Books by famous lawyers Mikhail Barshchevsky ("The Ice Has Broken", "I Will Command the Parade", "The Same Author", etc.), Pavel Astakhov ("Producer", "Spy", "Mayor", etc.) can be found in any bookstore. They are bought and discussed even by people who have never been involved in jurisprudence.

Don't rely only on word of mouth

This term - “word of mouth” - refers to a very simple method of disseminating information about your company. Through those who are already your clients and are satisfied with working with you. They simply tell their friends about you, recommend your company to them, and this is how you get new clients. But this can only work for a certain time. And best of all, in a financially favorable period. During a crisis, you should not rely only on word of mouth as the only way to attract new customers. It is necessary to apply other PR technologies. In particular, those that we described above.

During his latest seminar on increasing sales and attracting customers for restaurant owners, one famous marketer asked the participants one by one the same question: “What business are you in?” And one after another the participants answered: “Restaurant”, “I am the owner of a chain of cafes”, “I manage a small bistro”, etc.

To which the marketer replied: “You are all wrong! Whatever business you are in, you are all in marketing business, where the main task is to attract customers.”

The legal business is also no exception. It is important not just to be a good lawyer and do your job well, but also to be able to effectively sell, attract clients, manage income and employees...

What prevents a law firm from increasing the number of clients and profits?

My opinion is that the main difficulty in promoting a law firm lies precisely in the fact that the company very often makes mistakes, after eliminating which, the company receives a sharp increase in both the number of clients and the profit that these same clients bring.

So, let's look at 8 critical mistakes that reduce profits in legal business.

Mistake #1: Confidence in your knowledge and skills in the field of promoting legal services

While creating own company, it is important for a lawyer to understand that he is a professional in the legal field, and marketing is a completely different matter professional sphere. And the criteria for success of a specialist and a company manager are also completely different.

As always, there is a way out. Every head of a law firm should learn “smart marketing.” Since the success of a small business depends 80% on how it is promoted.

It is not enough to simply “blindly” copy what competitors are doing. And even more so marketing activities large law firms. Because it is fundamentally different from marketing in a small law firm.

Attempts to use “seen” developments ultimately lead to the company getting lost in the lists of other competing companies for one simple reason - for a potential client, all offers will seem the same and he will choose solely based on price, since there are simply no other criteria No.

Mistake No. 3: “blindly” using copied developments from competitors

In fact, the company uses a two-tier sales model. The first step is to attract a client to an office, supermarket, store, due to the very low price of a certain group of goods or one service. The second step is to sell the main service or other products at prices that bring in a good income.

Now, if you transfer this model to the legal business and, for example, reduce the price of one of the main “monetary” services, as the “big player” of the market did, you can quickly spend the entire budget and go bankrupt. Unless, of course, a two-step sales model was thought out before.

Mistake #4: Using ineffective tools for promoting legal services

Exists a big difference between building a brand and increasing sales in a small business.

How often do we hear from lawyers and heads of law firms: “In order to have many clients, you need to be famous and have a name.” Indeed, this is so. The only problem is how to earn a reputation if the budget is not so big, there are not so many clients yet and in general the company is very young...

Mistake #5: skeptical attitude towards non-standard and unusual methods of promoting a law firm

And any non-standard methods that are used, for example, by Western law firms, are discarded in our country for the reason “it’s not serious” or “it won’t work for us.”

How many times have I heard the phrase from business owners “this won’t work in our business”... Yes, indeed, something may not work. But how will you know if you don't try?

Mistrust of fundamentally new programs and external experts does not allow a law firm to develop. A company can receive the same stable income from year to year and not think about any development. But only until a strong competitor comes to the market with ready-made tactics and strategies for conquering the market. Then it will be too late to think about innovations...

Mistake #6: lack of a ready-made and well-thought-out system for attracting clients

The main source of new clients is recommendations. And, of course, this is one of the best sources. At the same time, this is the most unpredictable source of potential clients. If you use additional sources of attracting clients, this will increase the flow of potential clients who are converted into real ones. A real clients– they give real money.

Attracting clients in law firms is associated with an increase in their flow. If you increase the flow of customers, sales should increase accordingly. True, often only 1-2 ways to increase traffic are used. Moreover, the company loses 90% of potential clients after the first conversation, and only 10% of interested clients can buy, and of these, 2-3% become real buyers (clients).

What if he buys not 2-3%, but 5-6%? How will this affect the company's income? Right! It will almost double in size!

Mistake #7: Lack of uniqueness

When a potential client types “LLC registration” in Yandex or Google and follows the links, he ends up on dozens of identical sites. There is an opinion that everyone is copied from the same primary source, and in general no one is different, except for the color scheme and some other details that have no meaning for the client at all and do not affect the purchasing process.

The same situation applies to printed materials. For example, a brochure from one of the largest companies on the market is taken and all the information is copied. Please, another clone is ready.

If you find your uniqueness, you will immediately differentiate yourself from your competitors. In the eyes of potential clients, your company will stand out among dozens and hundreds of other competing companies that cannot compete with you.

Your focus on working with a specific area of ​​business or only in one direction, service, etc. can be unique.

Uniqueness cannot come from a low price.

Mistake #8: Price wars

Reducing your prices and selling your services cheaper than competitors is a path not only to reducing your income, but also a path to bankruptcy.

What if a large competing law firm cuts prices by 30-50% in order to destroy smaller firms? What then can your company offer to the market? As Western practice shows, this will happen sooner or later.

For your potential clients, the most important and only selection criterion is price! Until you show the value of your offer, the uniqueness of your company and good service.

Many company managers have the impression that for a client the decisive and most important factor when choosing his company is price for one simple reason - because clients most often ask about it.

If you increase the prices on your list by 10-20% right now, you will only lose 10% of the customers who will cost it. As a result, you will not lose anything, because those customers who choose by price are in the lower price segment and are often problematic. They call a lot, take up time, “download your license,” and the earnings from them are not that big.

It's easier to reject these clients than to spend a large number of of your time on them. It's better to have 10 customers who buy at $10 than 100 customers who buy at $1.

Without more effective techniques and technologies in their arsenal, many law firms begin to reduce prices, thereby depriving themselves of profits that could be obtained without it.

Often you even have to work at a loss just to attract a new client. True, this is a path to the abyss, because there will always be a competitor whose prices will be cheaper.

Show the value of your offer and you'll never have to compete on price again!

Very often at a seminar, lawyers interrupt me and say: “How can I tell the client? They will then go and do it themselves. Why do they need me?
Tell me, if the same dentist tells you in detail and shows you how to put fillings, will you go and put a filling, even if you have the equipment for your family? The answer is obvious. It’s the same in your practice. And the client who goes to resolve legal issues himself, as a rule, is not your client. You won't get anything other than brainwashing from such self-taught people.
It is important to understand! The appeal of free stuff is deeply embedded in our brains. It is beyond any rational explanation.
If you want to be successful in attracting clients, you will need to implement a free strategy:

2.11. Strategy 11. Decoy services

I have already said many times that the consumer is constantly haunted by fear: “Did I choose the right lawyer? Will they help me? These fears prevent the client from easily contacting you and paying you money.
Stepping a little aside, I will say that these fears are quite natural and are present in any human relationship. Take, for example, the relationship between a man and a woman. How does a man meet and establish a relationship with a woman? Does he immediately invite her to spend the night with him? (No, there is, of course, the method of Lieutenant Rzhevsky, but, as you know, you can get it in the face). A man begins with insignificant advances: invitations to a restaurant, a movie, or a walk. This way the man shows: I’m not scary, you can trust me, everything will be fine.
Remember! Main strategy in marketing legal services– do not sell to the client at the first touch.
How to put this into practice?
There is a concept in marketing front-end(bait) - a service or product with which we catch our client.
How to build such a “hook” in the legal business? General rule is this: Offer the consumer a low-cost or free service that allows them to interact with your business.
Hook service options for legal business
Free consultations.
Free document preparation.
Books.
Seminars.
Free information products (articles, videos).
Which of these options should you choose? The easiest way is to create a series information products helping the client solve their problem. This could be a series of articles, video consultations, recordings of your seminars.
Remember! Having spent once on recording an information product, you can attract customers for years.
For example, let's say you are involved in divorce proceedings. Make a series of articles on the topic “How to get a divorce, saving nerves and money”, release a video “The 10 most important mistakes when filing a divorce.”
How does this affect the client?
Remember how a man cares for a woman. The same thing will happen to your client: they will come to the office, receive free material, understand that you are a professional in your field, and will pay you money for a legal divorce settlement.
Important note! Such information materials should contain only useful information! No water!
What if the reception doesn’t work?
Let me show you how global brands successfully apply this technique in practice:
Printers: cheap devices - then come expensive cartridges.
Gillette razors: cheap machines - expensive blades.
IT services (telephony, hosting): the ability to use the service for two weeks for free.
Cars: test drives.
For bait services to work effectively, use them as an element of two-step advertising:

2.12. Strategy 12. Customer training

The legal sales paradigm has changed. Every year it becomes more and more difficult for lawyers to break through the barriers of secretaries, executive assistants, and ordinary employees in sales. What is the reason? The reason is that in business schools and books we were taught: the goal of any business is to satisfy the customer's needs. So hundreds of law firms are striving to satisfy this need. All modern technology Sales negotiations are about asking what the customer needs and then offering them a solution.
Lawyers are greatly mistaken in thinking that clients clearly understand what they want, what need they want to satisfy. Practice shows that the majority of clients do not have their needs formed. They most likely notice their legal problems, but do not attach any importance to it. Formulating a new paradigm for selling legal services, we can say: first you need to create a need among the consumer, and only then move on to satisfying it.
How to start forming needs? There is only one answer: through training clients and increasing general legal literacy.
What do clients want to learn from lawyers?
Clients are more likely to buy your services if you can teach them the following things:
How to run a business more efficiently and profitably using legal knowledge and skills.
How to avoid mistakes when resolving legal issues in business.
What to do if an error occurs. How to act wisely.
Simply put, clients want you to teach them how to do business more efficiently, how to get more value, how to reduce costs by applying your legal knowledge.
The old legal sales paradigm said that clients themselves knew what they needed. New paradigm allows you to get ahead of your competitors by shaping the needs of your customers through their education.
To some extent, sales are transformed into the approach that we have in medicine: the doctor will first educate you, give you a consultation, and then write a prescription.
What benefits will customer training give you?
More attracted clients. First, training is a great enticement service. For example, by inviting a client to your seminar, you will remove the initial fear and be able to move on to more substantive negotiations. Secondly, by training the client, you make him more professional, he begins to understand legal issues more easily and makes purchases easier.

A simple everyday example.
The most striking method of teaching smokers not to smoke is to show them the lungs of a smoker. If you want clients to order, for example, the implementation of a bankruptcy procedure, show them what will happen if the bankruptcy procedure is not launched on time.

2.13. Strategy 13. Internet marketing

No one will argue with the fact that the Internet is becoming the main means of obtaining information in our time. An important feature of the Internet is its interactivity. People on the Internet not only receive information, but also actively disseminate it. New mechanisms of word of mouth, which are so beloved by lawyers, are emerging. We can say without a doubt: which of the lawyers will better use the mechanisms of the Internet in the 21st century will be more in demand by clients.
If you want to be successful in attracting customers, you will have to learn and implement internet marketing techniques. I’ll say right away, as a professional: you will be bored and uninterested in understanding marketing tools on the Internet. What happens if you don't master them? It's simple: unscrupulous performers will be able to screw you over by getting money from you.
We remember! The Internet is a strategic resource for attracting clients to the legal business!

2.14. Strategy 14. We sell services at high prices

Do you want to sell your legal services at a high price? I have not met a single professional who would answer this question: “No.”
To the second question: “Why don’t you sell then?” – I receive the following answers: “Clients will not buy”, “Competitors are cheaper”, “In our city no one sells services at an expensive price.”
Let's figure it out: if high prices so attractive, how to sell expensive legal services in practice?
Several axioms of pricing.
Prices for legal services are an abstraction. How much does it cost, for example, to conduct a criminal case in court? The lawyers I worked with quoted a range from 30,000 to 1,500,000 rubles for starting work in the first instance. Will a lawyer for 1.5 million rubles defend you 50 times better than a lawyer for 30,000 rubles? You understand very well that this is unlikely.
Price does not guarantee the quality or quantity of the service provided. Prices depend on many subjective factors.
We don't know how much money the client has. We must admit this. We can guess, but we don’t know the exact amount the client is willing to spend.
The price of a service is a measure of quality. This is how it goes: if we cannot determine the quality of a service, we choose based on price. We settle on the maximum possible amount that we are able to give.
Remember! The worst option in the legal business is to act according to the “Fast, high-quality, inexpensive” strategy. After all, there will always be colleagues who will offer the service even cheaper. They will fall in quality and professionalism, but they will make it cheaper.
The only reasonable option is to strive to sell legal services at a high price!
Why is one lawyer able to charge high fees, while another is content with significantly less? For me, as a legal marketer, high pricing is one marketing technique that anyone can use.
Why is it worth learning how to sell legal services at a high price?
Knowing how to sell services at a high price, you save your time. Fewer cases with higher fees gives you the opportunity to focus on each case, which helps you improve the quality of your work.
You will increase your expert status. If you learn to charge high fees and can justify them to clients, then you will give a great advantage to your practice as a whole - clients will perceive you as a better specialist.

2.15. Strategy 15. Well-built sales system

You will be surprised, but just attracting customers is not enough. They also need to professionally sell the service. And here professional sales suffer greatly in legal practice.
Why does your legal business need professional sales?
To beat the competition. The client has long wanted a professional approach in everything. Not only when the service is directly provided to him, but also when he is sold. When you sell professionally, you can feel it. You clearly explain to the client what he is buying, saving him time and effort. Clients appreciate this.
To be able to sell your services at a high price. Are you chosen based on price? You may be to blame for starting a price war. A professional approach to sales, when you know how a client buys and how to sell your service to him, allows you to sell your services at a higher price.
To have financial stability. More clients - more profit - more stability. You clearly formulate your budget, which will allow you to achieve the most important things.
To gain confidence in the future. Chronic search for money, chaotic sales of legal services to clients - all this does not have the best effect on the quality of legal services provided. You simply cannot take care of a client's problems when you have no money to pay your employees.
What is professional selling?
Systematic approach to sales.
Understanding the psychology of sales.
Active interaction with the client.
Professional negotiations with clients during the sales process.

Chapter Summary

The key to being able to work successfully with clients is the comprehensive implementation of the following actions:

2. Come up with bait services for your clients.
3. Make a brochure for businessmen “7 mistakes of an entrepreneur that end in court.” Promote your brochure.
4. Prepare a guide (5-7 pages) for your clients that addresses the problem they most often come to you with. Tell us in it how to prepare for its decision.

Chapter 3. Formation of strategy in marketing

In the previous chapter, we looked at basic marketing strategies. Now let's figure out how to formulate an overall strategy.

3.1. Strategic Marketing. Your practice in five years

3.2. How to formulate your competitive advantages?

3.3. Choosing a Specialization

End of free trial

The legal business is rapidly developing in Russia. More and more lawyers and advocates are faced with the need to professionally attract clients. In this book you will find many useful ideas on how to develop strategies and tactics for attracting clients to your legal practice. The book is written in a simple and in clear language, based on practical experience gained by the author while working with law firms and lawyers in Russia, Ukraine and Kazakhstan. The author of the book is an expert in marketing legal services, member of the American Legal Marketing Association, president Russian Association legal marketing, managing partner of the international consulting firm "Legal Marketing Laboratory". The publication will be of interest to privately practicing lawyers and attorneys, and heads of law firms.

A series: Legal Marketing Laboratory of Dmitry Zasukhin

* * *

by liters company.

Chapter 3. Formation of strategy in marketing

In the previous chapter, we looked at basic marketing strategies. Now let's figure out how to formulate an overall strategy.

3.1. Strategic Marketing. Your practice in five years

Imagine that you are asleep. You have a dream in which you see your law practice five years from now.

Describe what you see:

What kind of clients do you serve?

How do you attract them?

What services are you selling them?

How many employees are on your team?

What is your personal role in the team?

How much do you earn?

These are not just questions. These are the questions that shape the strategic view of your legal business.

My experience as a consultant shows that most lawyers do not have a strategic (5-7 year) view of their practice, or a clear and specific vision of what they will do.

Where does this lead?

There is a good proverb: “There is no fair wind for a ship that does not know where to sail.”

In practice it works like this. We are starting to work on attracting clients in the “Auto Lawyer” direction. We make a website, launch advertising, the client comes... and the lawyer says: “I’m not interested in this.” The result is a waste of a lot of time and money.

Is it possible to avoid this result? Yes, you can! Try daydreaming as described above. Draw a strategy. Imagine your ideal future in 5-7 years.

Remember! The more detailed you draw your prospects, the easier it will be to move towards your goal. You will reduce resources and go through your business path much faster.

So, you have formulated a strategic vision of what and how you will do in the legal business. You clearly know who your client is and what services you will sell to him. What's next?

We must find our distinctive features. Let's do this.

3.2. How to formulate your competitive advantages?

To begin effectively attracting customers, you must articulate your competitive advantages.

There is a technique in marketing called USP (unique selling proposition). USP is the answer to the question “Why should I contact you?”

How to find your USP? After all, legal services are so similar. The following strategies will help you.

Effective principles for forming a USP.

The principle of a microscope. Review your legal practice in detail. What is your specialty? What attracts your clients?

I must warn you that it will be difficult for you to look at your business from the outside. Ask someone. Let them appreciate you and your practice. Conduct a customer survey. Let them explain why they chose you.

Having analyzed legal activity of our clients, we have found the following USPs:

Free preparation of statements of claim.

If we lose your case, we will return your money for services.

Conducting independent legal investigations.

Collegial resolution of issues.

Narrow specialization (for example, legal services for dentists).

Many of you will say: “What are these benefits? Everyone does it!”

Remember! USP does not mean that none of the competitors does the same service. The USP works if none of the competitors TALK about it in their advertising!

The principle of the bouquet. This principle involves combining incompatible things.

Example from practice.

One of my clients did the following: in the office where she was receiving, a psychologist began working in the next office. Her clients began to go through two stages of conflict resolution: psychological and then legal. As a result, she gained fame and her services became unique.

Think about how you can complement your service? What to combine with?

Pseudo-USP, or inventing advantages.

Have you looked through all the options and don’t know how to differentiate yourself from your competitors? Try to come up with your own difference.

There are plenty of such examples in product marketing. Look at the composition of the “Laska” laundry detergent. Magic of Color" and "Weasel. Black magic": two products, but one composition. You can also recall Nivea, which released a series of products with silver molecules, while everyone knows well from a school chemistry course that silver does not contain molecules: it consists of ions.

How can you come up with distinctive feature, which will attract attention to you?

Analyze our laws from a marketing perspective. This is simply an unlimited storehouse of formulations for USP. For a lawyer, for example, the following applies:

We guarantee that we will never testify against you, no matter what you tell us.

We abide by a code of professional ethics.

We will never take a position that is contrary to your will.

One powerful strategy that will differentiate you from your competitors is specialization. Let's look into the details of how to use it for marketing purposes.

3.3. Choosing a Specialization

In the Russian legal business, specializations are usually distinguished according to such a criterion as the area of ​​law. Some specialize in criminal law, others in family law, and so on. This is quite logical for professionals: you cannot be an expert in everything, you need to choose one thing and concentrate on it.

Does legal specialization help you attract clients? Undoubtedly! There is quite a lot of competition in the market, and it is easier for a client to choose a specialized lawyer.

The problem with specialization in law.

Type “arbitration lawyer” in Yandex and you will get dozens of answers; type “car lawyer” and you will get even more answers. Among such diversity, it is quite problematic for the client to choose a specialist.

Customer specialization.

"Lawyer for dentists." Don't believe me? Please: http://www.dvplaw.com/.

“Lawyer for fathers”? No problem: http://www.cordellcordell.com/.

Why does customer specialization work?

Each of us considers himself unique at heart, not like others. Try complimenting a woman that she has a dress like your friend’s, and a man that he drives a car like half the city. At the very least, the person will be upset.

Despite believing in our uniqueness, we love to be related: we are looking for people similar to us in religious beliefs, sports and professional interests...

It is on this cocktail of kinship and uniqueness that the strongest marketing technique is built - CUSTOMER SPECIALIZATION.

Dentists think their legal problems are special; fathers think their divorce process requires special knowledge and skills.

What are the benefits of specializing in clients for a lawyer?

Ease of attracting clients. When you know exactly who your client is, it's easier for you to reach him. Professional forums and communities, social networks... Modern Internet provides dozens of ways to segment customers.

Competitive advantages. Being an expert in your niche is a very powerful weapon. People want to work with experts. Expertise based on the type of client is natural to them. Let me remind you that we consider our problems and the problems of our community genetically unique.

Reducing advertising costs. All lawyers and advocates love word of mouth, but no one uses it purposefully. If a legal expert appears in a community, for example among dentists, the community will spread the word about you instantly. Remember how women pass on information about good hairdressers by word of mouth?

Which client should you specialize in?

So you plan to specialize in a certain type of client. One of the most important conditions for success is choosing a promising client niche. Let's consider its two main characteristics.

There must be money in the niche. A client may need you three times, want to cooperate with you, but if he doesn’t have money, everything is pointless. How can you decide whether there is money in a niche or not? Look for indirect signs. Where is the client's business advertised? What office are you using? Are there many staff? What is the average bill for the service? By doing this little analysis, you will be able to understand whether the client can afford your services or not.

By the way, when analyzing the legal services market in Russia, I do not find specialized lawyers defending dentists, restaurateurs, owners of car service centers and car dealerships. But these niches have significant financial resources.

The client must need legal services. Does the client have legal problems? How does he handle legal issues now? The client must need your services and be psychologically ready to outsource legal services. Take the civil service, for example. Perhaps hiring your company to provide legal services to some government agency would be 10 times more profitable and efficient than keeping specialists on staff, but alas... bureaucracy is stronger than efficiency.

End of introductory fragment.

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The given introductory fragment of the book Legal marketing. How to attract clients to lawyers and attorneys (Dmitry Zasukhin, 2014) provided by our book partner -

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