If you’re doing things right, your practice grows primarily by attracting new clients, that is, clients find you, you don’t find them.
They find you online, respond to an ad, someone refers them, or they’ve hired you before and come back when they need you again.
Clients show up and are “pulled” into your legal machine, with very little effort on your part. Once there, you deliver high-quality services (and high-quality service) to keep them happy and ensure they return and refer, and generally speaking, they do.
Sure, you have to do maintenance, making sure your systems are working well, your content is fresh, and you have sufficient resources to do your job. But other than that, you don’t have to do much else to keep your practice running and profitable.
On the other hand, you can’t rely on this dynamic forever. You can’t expect to always be able to attract clients and pull them in, you must also do some pushing.
Clients die or no longer need you. Businesses fold or get bought out. People move away. Clients can no longer afford you or find another attorney who charges less. No matter how well you do your job, there will always be attrition and you need to do something affirmative to keep your funnel (and your bank account) full.
And let’s not ignore the fact that there is a continual wave of competition. New lawyers, better-financed lawyers, and more aggressive lawyers eager to eat your lunch.
Bottom line: you can’t rely on pulling in new business, you have to do some pushing.
Pushing means reaching out to prospective clients and referral sources and centers of influence in your niche market or community. It means trying new strategies, networking with different people, and creating new types of content.
Pushing means expanding on what’s working and eliminating or changing what isn’t. It means continually upgrading your client base, replacing good clients with even better clients. It means never getting complacent and assuming that what was will always be.
The world changes. Make sure you keep up with it.
Give your practice a little push with this
