Who is tired of the phrase, The New Normal? Who is tired of watching TV and hearing the talking heads make predictions and proclamations about the new normal? We are tired of it. More importantly, in our world of legal marketing, we see a lot of questions like what is the new normal for lawyers? The new normal for lawyers, whatever that means. We like to think of it this way – what is the new normal for clients, and how will lawyers react and adapt to changing times.
A bit of good news for law firms comes from an article on Bloomberg Law called The New Normal—Law Firms May Never Be the Same. Basically, the article discusses a couple of key themes. These themes, due to the COVID-19 pandemic, are the integration of business practices, advancement of work-from-home arrangements, and the improvement of technology. The article points out that, traditionally, law firms have been slow to adapt to change. Perhaps a crisis like this will force much needed change.
Client Survival Survey
While the Bloomberg article focused on law firm operations, we remind you to focus on firm revenue. Said differently, do not forget to focus on clients. The best way to know how clients are dealing with the pandemic is to communicate with them. Ask and keep asking. Traditionally, legal marketers like to talk about client satisfaction surveys. Maybe in the new normal, lawyers should think about putting together client survival surveys. Shameless plug – we are working on this concept and will help you. A client survival survey can be effective for several reasons:
- Show you care.
- Pinpoint most pressing needs.
- Determine financial viability of the client.
- Be able to help clients creatively and proactively.
For example, the client says they probably do not think that the business is sustainable, maybe you can help with bankruptcy proceedings. Or, help get them emergency funding. Or, help find a buyer for their business. That is just one small and obvious example of what may come from a client survival survey. Basically, a client survival survey is about the client – a client satisfaction survey is about you. Like the Bloomberg article says the crisis is forcing change in operations, maybe it will also force a change in the lawyer’s perspective of clients.
The time has come to think and act differently. Therefore, call us to help you implement necessary changes. We are here for you!