If your competition is more successful than you are, there is always a reason. Or several reasons.
They might get better results for their clients. They might provide better “customer service”. They might package or bundle their services differently, giving their clients more of what they want instead of just what they need.
Or they might offer more value than you do (or can) because they’ve found ways to lower their overhead and provide more attractive fees.
Of course, you know my favorite reason—they might simply be better at marketing.
It could be any of these reasons, or other reasons, and while it might be painful to admit that other lawyers in your field do things better than you do, that realization could be your salvation.
Because while your competition probably won’t tell you the details of what they’re doing, if you pay attention, you might figure it out.
Study them. Set up a file on them, read everything you can find that they’ve written, or that’s written about them, watch their videos, attend their seminars, get on their mailing list, and soak up everything you can about them.
What do they do? What do they say? And, just as importantly, what do they not do or say that you and other lawyers do and say?
And if you are fortunate enough to meet any of their clients or other professionals who know them and have worked with them, and they are willing to tell you some of what they know, listen and learn.
And look for patterns.
You’ll probably find that your most successful competitors are good at a lot of little things and great at a few big things. You can use this information to improve your practice.
Most attorneys won’t do that. They’ll ignore what they see or hear, blame other factors, and resent their competition all the more.
Not you.
You’ll learn what they’re doing, decide to improve your ways, and get to work. You won’t let your competition make you bitter; you’ll let them make you better.
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