Before the age of 30

I do

Struggling in litigation

09 Years of Marketing Research

In the late 1990s, more and more lawyers appeared in all aspects of society. They provided various kinds of legal services for companies and individuals, but at the same time, the competition in the legal service industry began to be fierce!

At that time, I began to study as a graduate student, and I happened to be studying marketing for a semester. Based on theoretical knowledge, I believe that:In terms of the source of lawyer’s personal business development, there are mainly two types, namely, horizontal and vertical</ Strong>Horizontalnessrefers to the introduction of business through relatives and friends</ Strong>Verticalitymainly depends on existing customer recommendations. I think both have their own advantages</ Strong>Horizontally, it mainly depends on whether lawyers have good social relations; Vertically, it mainly depends on the recommendation of existing social resources.

In the class, the professor once explained a pyramid! (This marketing map was quite popular at that time)

At that time, I thought:I am a lawyer, and I can completely build my own client pyramid in this way</ Strong>At that time, I had been a lawyer for five years and had basically passed the hunger period. My thinking mode had also changed significantly!

At that time, I was thinking about how to use marketing to further expand performance! I remember when all the books about literature, history and philosophy were on the sidelines. I only had books about law and marketing on my desk. In retrospect, at that time, I expanded my customers from five aspects, and the effect was really good! Are you still old enough to eat?!

1. Brand Strategy: A brand is a business name and symbol stipulated by an enterprise’s own products and services. Since a brand represents the reputation of an enterprise and the quality of its products, consumers often choose goods and receive services based on the brand. Brand strategy must reflect the brand of a lawyer.

2. Relationship Strategy: The goal of relationship strategy in society is to establish and maintain a long-term and high-quality customer base, in which different types of legal disputes will inevitably occur.

3. Service Strategy: Lawyers can enhance their viability only by providing high-quality legal services to clients. At that time, I personally believed that the operation mode of the company could be completely introduced into the lawyer industry. For example, the judgment is the quality of output, and the conscientious attitude of lawyers in the service process and thinking about customers is the quality of process. The two are not isolated, but interact.

4. Difference Policy: In the accounting firm, difference services exist almost every day. For example, different parties have different requirements for the same legal issue, so a legal litigation idea that may be very good for Party A is very disappointing for Party B. Therefore, lawyers must deeply understand the needs of the parties, which of course also has an emotional intelligence problem.

5. Value added strategy: It is a simple way to provide certain value added services to the parties. For example, buy a small car and give you a large package of repair parts and fuel cards; For another example, after signing the legal consultant contract, we will hold regular on-site legal lectures for the consultant unit. Of course, the premise is to be clear about the social level of the parties!

Stop talking! I forgot the story twenty years ago. To borrow the old saying of my neighbor’s grandmother, the little lawyer next door is studying marketing again. What kind of marketing is it? It’s obviously a market liar! After hearing this, I was very angry! But this is a joke! He is a retired university professor! Don’t be too nice to me!

10 In that year, the experience was taken at the airport

One year, one of my brothers in the industry was going to study in the UK at his own expense. He and his family sent him to Hongqiao International Airport in the early morning.

After getting the boarding pass, I checked the time and ordered a cup of coffee with him. He casually asked me, “Brother, how’s your business recently?”

“Don’t talk about it any more. I’ve talked about the business of legal counsel for several times, but I’ve been depressed for a long time!” I said.

“Don’t worry! Say it early! There is still time for me to talk about my experience

Remember:You must ask him, not let him ask you</ strong>”

“For example,

First: Do you agree that there are risks everywhere in the society, especially legal risks?

Second: Do you agree that litigation is not the best way to resolve disputes?

Third: If I serve as the legal adviser of xx company, my opinion is: if I provide legal services for the enterprise, don’t say to me the words of “our company has few legal affairs and doesn’t fight a lawsuit at all”, just like saying to the doctor, “I’m in good health and haven’t been to the hospital for a long time”. My philosophy: risk should also be controlled.

Fourth: Generally, there are two modes of corporate profits: explicit and implicit. In short, one is to make money from the market, and the other is to reduce costs. Instead of hiring a lawyer to act as a “surgeon” when encountering problems, it is better to hire a lawyer to become a “health doctor” of the enterprise as early as possible. For the boss, it is not difficult to judge whether the cost of surgery is higher or the cost of taking health care drugs is lower.

Fifth: You should try to let the boss study the “cost performance” with you. For example, who has a higher cost performance ratio when hiring professional legal counsel or internal legal services of the company. At present, the monthly salary of an ordinary corporate legal officer is usually 3000 yuan (at that time), not including social security; The employment of a lawyer is generally 24000-36000 yuan a year (at that time), and you do not need to provide insurance, benefits, etc., to measure it yourself.

Sixth: Can lawyers’ risk sensitivity be replaced by legal affairs? For example, if the same company receives a letter from a lawyer, is the perception of the internal legal staff consistent with that of the lawyer? If he is a legal adviser, he will consider the debt problem, he will consider the litigation preservation problem, and he will consider the security of the bank account! It should be known that external legal advisers can provide independent handling opinions, which is relatively more objective. In addition, legal advisers often participate in various kinds of litigation, and have rich court experience and trial skills, that is, as the saying goes, they know more about hidden rules.

Seventh: With regard to the particularity of the lawyer industry, lawyers are “quasi judicial personnel” with special rights recognized by the state! Professional legal counsel can issue legal documents such as legal opinion, lawyer’s certificate, lawyer’s statement. Can legal affairs be replaced?

……”

I tasted blue coffee and realized the practice of lawyers!

My brother left the customs. An hour later, a Boeing airliner took off smoothly