Use Staff to Boost Marketing
Help Your Staff Communicate the Firm's Mission, Vision
Want to get a leg up on marketing?
Spread the world about your firm's mission and values - and encourage others to do so as well.
According to legal consultant Allison Shields, your firm's mission, values, and unique selling proposition (USP) are the foundation of every lawyer's marketing efforts.
Every connection you make, every conversation you have, every newsletter you send out should always convey the firm's CULTURE, PERSONALITY, VALUES, and INTELLIGENCE.
In her article, Helping Staff Communicate Your Firm's Mission and Values, Shields also offers these tips to enhance communication within the firm:
- Introduce clients to the staff members in the firm. Make sure both clients and staff know which issues can be handled by staff and which require your individual attention.
- Involve employees in developing or revising the firm’s mission and USP.
- Create a game plan that tells staff exactly how to respond to clients, especially when you are unavailable.
- Develop suggested “scripts” for employee voice mail and telephone answering that communicates your USP and mission.
- Ensure that staff is instructed on how to direct calls properly and how to obtain information from clients.
- Develop standards and tie perks, rewards, bonuses, and raises to client service.
Bottom line: Don't just document your firm's values, live by them!
In doing so, communication of those values and mission will come naturally to you and your staff.
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