Unix is a forty year old computer operating system that owes its longevity, in part, to its simplicity.
Simple and powerful. Or perhaps, simple IS powerful.
Unix programmers speak of the Unix philosophy approach to writing software. They say, “Write programs that do one thing and do it well.”
I immediately saw the parallel to success in the practice of law.
If you’re trying to do too many things in your practice, you’re certainly finding it harder to do everything well. Success is more likely when you keep things simple. One practice area. One niche market.
Do one thing and do it well.
The same is true of marketing legal services. If you’re trying to do too many things at the same time, or what you are doing is anything but simple, you’re much less likely to do it well enough, or long enough, to get good results.
I’ve seen great practices built with one or two marketing techniques. The key is to have a simple strategy (program) so that you can execute it well.
Simplicity is also key to success in the area of productivity. I get more done, and more important things done, when I keep things simple. I don’t use two apps when one will do. I look for ways to eliminate options because too much of a good thing usually isn’t a good thing.
Forget complicated. Keep it simple. Do one thing and do it well.
The most important person in your law office
The most important person in your law office is the person who answers the phone. What they do, or don’t do, is critical to your success.
That’s not an exaggeration. Your “receptionist” can be a major factor in the growth of your practice, or they can destroy it.
When a prospective client calls your office for the first time, they don’t know what to expect. Their legal situation is weighing on their minds and if they’ve never talked to an attorney, they’re probably nervous. They’re looking for solutions, sometimes desperately, and they want someone to comfort them and tell them everything will be okay.
How well does your receptionist do his or her job?
Have a friend call your office and pose as a prospective new client. You listen in. How are they treated? You may be surprised by what you hear.
I’ve talked to some excellent receptionists and I’ve talked to some awful ones. I can tell with surprising accuracy how successful the attorney is, or will be, within a minute or two of calling their office.
A professional receptionist will make the caller feel important. They listen carefully, ask appropriate questions, and explain what the caller needs to know. They don’t talk “at” people, they talk to them. They care about helping people, and it shows.
What are you paying the person who answers your phone? You should either fire them or give them a big raise. They are either making you a lot of money or costing you dearly.
What’s that? You don’t have a receptionist, you answer your own phone? Record yourself answering a few calls and then listen to those recordings. You may be surprised by what you hear.