If you become the cheapest attorney in town, you'll be working twice as hard and there will be little time to build close relationships with your clients. Building close relationships can be as simple as promptly returning phone calls, meeting with your clients in person and taking the time to answer questions and address concerns. Creating personal bonds adds value to your legal services and sets your firm ahead of the competition- this is the key to having loyal, life-long clients who will refer other people just like them.
As you have probably discovered, marketing yourself and your business law firm can be challenging, costly and time consuming. To have a successful law practice you do not need to spend a fortune on overpriced and ineffective advertisements that oftentimes bring in the wrong type of clients. Traditional phone book advertising is about as useful as an eight track player and can cost hundreds to thousands of dollars each year. Long-term clients who will give you future business and profitable referrals are not going to open the phone book and call the attorney with the prettiest ad- those people will have little loyalty and are just shopping around for the cheapest price.
Always remember that exceptional service begins with a client-centric attitude, integrity and an honest work ethic. If you are unable to meet a prospective client's needs you should refer them to an attorney who is better suited to represent their legal interests. When you are honest about not being someone's best solution yet you still help their problem by pointing them in the right direction, you become a respected legal expert and that is the business law firm people want to do business with. Only once you have adopted these principles in your firm are you ready to attract the right type of clients, and with a good reputation it will be much easier to do.
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