| |
Very
important |
Somewhat
important |
Not
important |
| |
5=Excellent
4=Very Good 3=Good
2=Fair 1=Poor |
|
Planning |
|
The firm has a clear vision for its future. |
|
|
The firm has a strategy for realizing its vision. |
|
|
The firm has a plan for executing its strategy. |
|
|
The firm’s plan is adequately funded. |
|
|
The firm has a partner who is responsible for and committed to managing
the firm’s marketing efforts. |
|
|
The firm’s plan reflects the “selling process”: |
|
|
Awareness of firm and its expertise |
|
|
Comprehension of firm’s services |
|
|
Consideration of firm vis a vis competitors |
|
|
“Purchase” – selection of the firm |
|
|
Education |
|
|
The
firm provides ongoing instruction for partners, associates, staff in
such topics as social skills, prospecting, client relations, referral
source development, cross-selling. |
|
|
The firm’s
promotional materials project a positive image and convey the desired
information: |
|
Logo |
|
|
Letterhead/envelopes/business cards |
|
|
Note paper/cards |
|
|
Virtual stationery (for email) |
|
|
Printed brochure |
|
|
Website |
|
|
Other |
|
|
The firm
communicates with the public through appropriate advertising: |
|
Display ads |
|
|
Direct mail |
|
|
Yellow Pages |
|
|
Broadcast |
|
|
Martindale-Hubbell |
|
|
Other |
|
|
Earned media |
|
The firm effectively communicates with the public through
“earned” media (i.e., unpaid advertising) |
|
|
The firm and its attorneys are involved in the community through: |
|
Trade association memberships |
|
|
Bar activity |
|
|
Civic organization memberships |
|
|
Charitable organizations |
|
|
The firm offers
periodic seminars for: |
|
Clients |
|
|
Prospects |
|
|
Referral sources |
|
|
The firm consistently maintains a database of information on: |
|
Clients |
|
|
Prospects |
|
|
Known referral sources |
|
|
Potential referral sources |
|
|
The firm and its attorneys adequately entertain clients,
prospects and referral sources through: |
|
One-on-one entertainment (lunch, etc.) |
|
|
Parties and receptions |
|
|
Events (sports, theatre, etc.) |
|
|
Referral sources |
|
The firm or its attorneys promptly and appropriately thank referral
sources after a referral is made. |
|
|
Potential referral sources are identified and contact information is
stored and updated. |
|
|
The firm acknowledges referral sources during the holiday season or other
appropriate times. |
|
|
The firm
informs its attorneys about attorneys and other professionals who have
made a referral to the firm |
|
|
The firm
maintains a list of attorneys, by practice area, to whom it makes
referrals |
|
|
Prospecting |
|
Prospective clients are identified and contact information is stored and
updated. |
|
|
The firm has
procedures for rapid response to prospects’ invitations to make a presentation/proposal. |
|
|
The firm has an effective format for written proposals. |
|
|
The firm’s compensation system offers adequate incentives to generate
new clients. |
|
|
Client standards |
|
|
The firm has
objective standards for accepting new clients and new matters |
|
|
The firm
periodically evaluates and rates its recent/current clients and
transitions out of the firm clients who have fallen below the firm's
standards |
|
|
Cross-selling |
|
All clients are systematically analyzed for cross-selling potential. |
|
|
Clients are made aware of firm’s services. |
|
|
Internal introductions are systematically made. |
|
|
The firm’s compensation system offers adequate incentives to
cross-sell the firm’s services to its clients. |
|
|
Client relations |
|
The firm offers convenient (for client), accurate methods of gathering
new-client information. |
|
|
Client waiting areas are clean, comfortable and pleasant. |
|
|
Magazines and other promotional materials are current and appropriate. |
|
|
The firm has regular written communications (e.g., newsletters or
advisories) for all or selected clients. |
|
|
The firm maintains accurate e-mail addresses. |
|
|
Client satisfaction is periodically measured through written surveys. |
|
|
Client satisfaction is periodically measured through one-on-one
discussion. |
|
|
The firm acknowledges clients during the holiday season or other
appropriate times. |
|
