The quarterly publication of the International Legal Technology Association
Issue link: https://epubs.iltanet.org/i/448505
PEER TO PEER: THE QUARTERLY MAGA ZINE OF ILTA Many law firms are realizing they need to nurture relationships and improve "reach" more than ever before. They need to embrace change and use those new digital tools to allow lawyers to extend the reach of their relationships, build reputations as thought leaders and nurture extended networks through social media. CULTURAL BARRIERS TO CHANGE With the new digital tools and a greater need to bring in work, you would expect to see attorneys busy with business development, but this does not seem to be the case. Why are so many firms finding it hard to adapt? Deep-rooted cultural behaviors within the legal sector are inhibiting change. These behaviors include: 1. A Focus on Billable Hours: When the sector was buoyant, there was little need to focus on business development. A law firm maximized its profitability by focusing on billable hours. Many firms introduced targets for billable hours, making attorneys reluctant to undertake anything that distracted them from meeting set goals. Nurturing networks and expanding their reach took a back seat and marketing had to take up the slack. This model made sense at the time, but the role of marketing is more PR-focused and about building brand awareness. Marketing cannot do the active business development work required today because they do not have the specialist knowledge or network. It has reached a point where the targets for billable hours are causing more harm than good. Attorneys must dedicate more time to business development. 2. A Lack of Customer Service: In the past, clients came to a law firm, and that law firm charged by the hour for a lawyer's expertise. End of story. There might have been "plenty more fish in the sea" if a client became disenchanted, but today repeat business is crucial for long-term growth. If clients become unhappy, there is no shortage of other lawyers at their disposal. Clients now have a global platform on which to express their experiences. Bad experiences can be shared just as quickly as good ones. Make sure you provide great material for clients to share! BEST PRACTICES 10 Lawyers Can Win Big with Digital Tools About the Author Paul Boag has been working with the Web since 1994. He is co-founder of the Web design agency Headscape, where he works closely with clients to establish their Web strategy. Paul is a prolific writer, having written the "Website Owners Manual," "Building Websites for Return on Investment," "Client Centric Web Design, Digital Adaptation" and numerous articles. Paul also speaks extensively on various aspects of Web design, both at conferences and on his award-winning Web design podcast boagworld. Contact him at boagworks.com. Repeat business is crucial for long-term growth. Times are tough in the legal sector. Digital technology such as the Web, mobile and social media has altered the marketplace. Law firms have seen the commoditization of services, where competition is more accessible and unhappy customers have louder voices.