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As the legal industry continues to evolve, it is becoming increasingly competitive for smaller law firms to win new business and retain existing clients. In order to stand out in a crowded market, law firms need to adopt unique tactics and strategies that not only attract new clients but also build better relationships with existing ones. 

In this article, we will explore some of the ways small law firms can use tactics to win new business and build better relationships with their clients. 

Define your unique selling point (USP) 

The first step in winning new business is to define your unique selling point (USP). This is what sets you apart from your competitors and makes you stand out in the market. To do this, law firms need to identify their strengths, areas of expertise, and what makes them different from other firms. For example, being a smaller team can be positioned not as a negative, but a positive. Perhaps there is practice expertise that your focussed team can offer because it’s niche, not despite being niche? Alternatively, perhaps your USP is focussed round the individualised customer support you can offer as a more personable, smaller team?

Once you have identified your USP, you can use it to create a compelling marketing message that will resonate with potential clients. This will help you to attract new clients and win more business. 

Leverage your existing clients 

One of the most effective ways to win new business is to leverage your existing clients. Your existing clients can be a valuable source of referrals and can help you to build your reputation in the market. 

To encourage your staff to win new business from existing clients, you need to create a culture of client service excellence. This means delivering exceptional service to your clients, building strong relationships with them, and ensuring that they are happy with your services. 

You can also incentivise your staff to win new business by offering them bonuses or other rewards for bringing in new clients. This will motivate them to go above and beyond in their efforts to win new business. 

Embrace technology 

Technology is playing an increasingly important role in the legal industry. Law firms that embrace technology and use it to their advantage are more likely to win new business and build better relationships with their clients. 

For example, using a customer relationship management (CRM) system can help you to manage your interactions with clients more effectively. This can include tracking client communications, managing appointments, and identifying opportunities for cross-selling or up-selling. 

Other technology such as UUÂãÁÄÖ±²¥â€™s latest release, Lexis+, is not only an online platform combining legal research and practical guidance, but also includes numerous features such as workfolders and annotating functions that facilitate improved collaboration between teams.

And on a topical note, technologies such as artificial intelligence (AI) and machine learning can help law firms to automate tasks and improve efficiency. This can free up time for your staff to focus on winning new business and building better relationships with clients. 

Offer value-added services 

One way to differentiate yourself from other small law firms is to offer value-added services. This can include anything from legal advice to business consulting, marketing services, or financial planning. 

By offering these additional services, you can demonstrate your expertise in a range of areas and position yourself as a one-stop-shop for all of your clients' needs. This will help you to win new business and build better relationships with your clients by positioning and demonstrating yourself to be the expert they require. 

Foster a culture of innovation 

Finally, small law firms that foster a culture of innovation are more likely to win new business and stay ahead of the competition. This means encouraging your staff to think creatively, take risks, and try new things. 

To do this, you can provide training and development opportunities for your staff, encourage collaboration and cross-functional teams, and create a culture that rewards innovation and creativity. I spoke further about this in my last blog, ‘How small law firms can retain talent – without competing on salaries’.

Winning new business and building better relationships with clients requires a strategic approach and a willingness to try new things. By adopting unique tactics and strategies, small and independent law firms can differentiate themselves from their competitors, attract new clients, and retain existing ones. 

Some of the tactics discussed in this article include defining your USP, leveraging your existing clients, embracing technology, offering value-added services, and fostering a culture of innovation. By implementing these strategies, your law firm can stay ahead of the competition and continue to grow its business in a rapidly changing market.