Evolution Not Revolution Simon White Wilkinson Read & Partners 21 st June 2012 © Simon White 2012

Half a league, half a league, Half a league onward, All in the valley of Death Rode the six hundred.

Its Two Worlds (Or “It’s life Jim, but not as we knew it”) Legal Aid –v- Private Client Process-v- Service (Fixed Fee-v- Hourly Rate) Need –v- Expectation Specification v Specification Transaction v Relationship

The Legal Aid Practice Profit Pipeline The Five-Stage Process of Creating Value Win Tender Open Matter Do work BillCollect Taxi Rank Rates and Payment Terms dictated by LSC

The Private Practice Profit Pipeline The Five-Stage Process of Creating Value Get Client / Referrer Get Instructions Do workBillCollect If you neglect the beginning the pipeline empties If you neglect the end all the effort is wasted Be Careful What You Wish For - What Gets Measured Gets Better The Value Proposition – What’s Yours??

Value Value proposition –What do you help people achieve, and what does that mean to them???? Value = Experience – Expectation And leads to referrals, repeat business

Talking to clients about value Context In which we do it Content Of what we do

The Customer Journey Read an article Subscribe to ezine Hear a talk Download Resources Google search Phone someone Make Contact How does your Customer find you? Social Media © Simon White 2012

Simon’s Sustainable Platform Niche Value Proposition Conversations Networking Showcase Alliances Keeping-in-touch Referrals Leads Service Delivery Database Trust Profiling Appointment Repeat Work Attribute Source Confidence Ideal Client Client’s World Habit

Simon’s Sustainable Platform A Void…… Niche Value Proposition Conversations Leads Service Delivery Trust Appointment Repeat Work Attribute Confidence Ideal Client Client’s World Habit Believe Like Trust Believe Like Trust

Simon’s Sustainable Platform Filling the Void Networking Showcase Alliances Keeping-in-touch Referrals Leads Service Delivery Database Profiling Appointment Repeat Work Attributes Source

1. Repeat Business…… For most Professional Services, this is Number ONE source (though it needs cultivating) Belief Liking & Trust Already There But for Family??????

2. Referrals from Satisfied Clients Over 80% of surveyed professionals said Referral is Their best (most productive) source of new clients Source of their many of their Best New Clients But most just hope it will happen Belief Liking and Trust Transferred by somebody they already know and like…. Maximum Results depend on.. Satisfying the Client, Systems (inc Keep in Touch), Conversations, Timing……

3. Referrals from Strategic Allies Carefully chosen sources …. Other Professionals Community Connectors Belief Liking & Trust Transferred by somebody they already know and like…. Mutually enhanced credibility……. They will never refer the cheapest!!!!

Methods for Keeping in Touch 4. The Keep in Touch System Key Contacts (less than 20) Phone Calls and Meetings Personal s Social Events and Seminars Research Programmes General Contacts Key Contacts General Contacts - (100’s) Published Newsletters Electronic Newsletters Business and Social Events Market Summaries

5. Profiling Demographic Profiling by Postcode Where your past clients came from….. Where your ideal clients are likely to be…

YOUR CONNECTIONS ‘Signposters’ Colleagues Media Contacts ‘Target’ Clients Suppliers Neighbours Friends of Friends Intermediaries Bank Manager Accountant IFA Chamber of Commerce Association Membership Sport Social Political Business Children’s Friends Parents Former Colleagues Friends Close Wider Past Existing Clients 6. Your Network --- and your Colleagues

Networking Map If you would like a copy of Simon’s Networking map, please him on

7. Showcase Create Credibility Offline (Traditional) –In Print – Books, Articles, Magazines… –In Person – Seminars, Talks, Conferences... Online –Website, content and profiles –“You are what you publish” –Social Media…..

And a Word About Price! In any developed market, 90% of customers would prefer to buy on non-price reasons and pay some level of premium price for perceived additional value 10% will always buy the cheapest – because they don’t care about the category © Paul Fifield 2012

And a Word About Price! In any developed market, 90% of customers would prefer to buy on non-price reasons and pay some level of premium price for perceived additional value 10% will always buy the cheapest – because they don’t care about the category In an undeveloped market, a proportion of customers will still prefer to pay premium price for some additional value A proportion appear to want the cheapest but have latent needs that have not yet been identified and exploited Still, 10% will always buy the cheapest © Paul Fifield 2012

In order to be irreplaceable one must always be different. Coco Chanel (1889 – 1971) © Simon White 2012

The Local Hero Integrated Reputation Consistency Respected Legacy “The Family Solicitor” © Simon White 2012

The Local Hero Key Steps Define your battleground Know your enemy Purpose Dedication Map Your Networks © Simon White 2012

The Critical Non-Essentials The little things that make the Client (or Prospect) feel “Good and Important” –Reception –Telephone –Meetings –Service –Acknowledgement –Goodwill © Simon White 2012

Stockdale Paradox Confront the most brutal facts of your current reality, whatever they might be BUT Retain faith that you will prevail in the end, regardless of the difficulties © Simon White 2012

What Will It Take? © Simon White 2012

Question Time

Thank You m) © Simon White 2012