Pay attention to young lawyers incentive innovation of youth
-- young lawyers marketing strategy and work rules
Shaanxi Rui Cheng law firm senior partner Gang Lu
The spread of the Internet with such a words: "read 10000 books is, traveling thousands of miles is better than reading countless people, reading countless people as guiding teacher , guiding teacher as their own understanding", this sentence is very enlightening and feelings for me, for young lawyers, read ten thousand books in theory skills acquired solid, traveling thousands of miles is the need to do things, reading countless people speak to wider and wider popularity, accumulate experience, guiding teacher lies in the correct guidance teacher, you realize you need be keenly aware of. Young lawyers practicing how to face dilemma, self marketing case, and how to adjust the mentality earnestly to do business, is my practitioners have been concerned topic. Although I do not talk to go up what the teacher, but hope that through my 10 years of professional experience, and start their own firms to the young lawyer training experience sharing, here and we exchange, I hope that young lawyers in the practice in the detours, difficult period as soon as possible through the practice at the early stage of.
The tendency of the development of lawyer industry, at present
Chinese lawyer industry development from the cultural revolution has thirty years of time. During this period, the lawyer occupation from the "system vacuum" to government employees and civil employees, experienced the identity change three times, has now entered a period of rapid development, the main development tendency manifested in the following aspects:
1, the lawyer industry competition is unusually intense
The lawyer industry competition has reached the fierce degree, although the annual legal service market is expanding, and building a harmonious society, the WTO also provides many opportunities, new, new, faster development, resulting in vicious competition in some sense. The legal service object relative not mature, to provide legal services value does not have the ability to judge accurately, it went wrong is to a certain extent, the cheaper the better, especially the people's demand for legal services. Now the newspapers are Beijing, Shanghai, launched the "1 Law", in fact, this phenomenon itself shows malignant legal services market competition state.
The regional differences, the lawyer industry was 2
According to preliminary statistics in 2010, Chinese lawyer industry output value is about 380 RMB million, per capita income of RMB 190000 per lawyer. Among them, Beijing lawyer industry output value 10 billion yuan, per capita income 500000 yuan; Shanghai lawyer industry output value of RMB 5600000000, due to the number of Beijing relatively less, per capita is RMB 500000; Shenzhen lawyer industry output value of RMB 2700000000, RMB 430000 per person; Chongqing lawyer industry output value of RMB 8 hundred million, RMB 170000 per person. Xi'an lawyer industry output value of nearly 300000000, the per capita less than RMB 100000.
Regional differences of lawyer profession is very obvious, the development environment of Beijing, Shanghai, Guangdong and other developed areas of the lawyers best. Taking Beijing lawyer industry as an example, according to the relevant statistics, in the high-end market, Beijing bar at the top of the competition, particularly in the securities industry, international trade, intellectual property services. Demand for legal services of Beijing enterprise vigorous. In law firms, lawyers involved in the proportion is 51.9%, and the depth of higher degree of participation. 45.7% enterprises received litigation agent, 38.4% enterprises to employ legal counsel general or special. Have no lawyers in any way service enterprises rarely.
3, the lawyer industry strength disparity
Two eight in economics law, manifested in the legal profession is particularly evident in the lawyer income, more than 80% of the income comes from less than 20% of the lawyers. The average income of practicing less than five years young lawyers usually only have practicing lawyer of five years of above 1/5 or less. At present, the lawyer team number has exceeded 200000, the famous lawyer annual income of millions, tens of millions have, but there are a lot of newly recruited young lawyers are tired of living, income but million, or even no money to pay the annual fees or dues were forced to change jobs. For entry level lawyers, 90% of its income can only maintain basic living.
4, firm scale, professional development
According to statistics, as of 2011, China's current law firm 1.69, most of them are small and medium-sized law firm. However, with the internationalization Chinese legal service market opening and the services of a lawyer, lawyer industry in China is faced with opportunities and challenges hitherto unknown, in the face of strong competitors, law firms to gradually scale and specialization is the inevitable trend of development. Of course, we are glad to see many prospective law firm to truly feel the scale, specialization and give them opportunities, such as Shanghai, Beijing and other offices into the. At present, firm scale, constantly raise the level of professionalism, has gradually formed a number of large-scale, organized, large-scale, comprehensive law firm business involves a number of industries, there are a number of specialized in finance, real estate, intellectual property and other aspects of the professional law firm. With the demand of social legal services for professional requirements become more and more obvious, large projects, and is closely related to the national and local economic development of maritime affairs, financial securities business, gathered to high-end legal service personnel scale, professional law firm lawyers quickly focus, brand effect is outstanding.
5, the steady growth of business lawyers, more and more social contribution
The lawyer business volume in China solid growth, in 2010 the national lawyers handling cases to more than 196 pieces, for the non litigation cases to more than 85 pieces, acting as the legal consultant for more than 33 enterprises and institutions. Business development, whether the traditional litigation defense agency business, or intellectual property, corporate mergers and acquisitions, securities, e-commerce and other aspects of the business are increased, the lawyer business has been widely used in every aspect of life in the country. At the same time lawyers more participation, gave himself a force in the development of countries, undertake more social responsibility.
6, the lawyer professional development trend is becoming more and more intense.
The lawyer industry particularly fast, about ten years ago is the question of whether can received the case, now ten years later to consider is whether the degree of specialization case can do. This is because the legal services mature, competition is intense, forcing you to subdivide, and attorney professional segment, "one size fits all" type lawyer must have no vitality. In particular, the high-end legal service market competition and the people is not the same as the case, the gold content of lawyer industry, mainly in the high-end market, there is no professional level, can not do. In fact, including people's business, such as marriage, family, damage compensation, traffic accident and so on, also has the trend of specialization.
7, demand for professional legal services, diverse group
With the continuous development of social economy, the legal service market of new industries and new directions are gradually increasing, market demand for space. But should see, the legal service market day by day, the lawyer to provide professional legal services, new opportunity to diversify is also more and more big. For example, in the intellectual property transaction process, due diligence services, in the daily management of enterprise legal risk investigation and prevention services, lawyers for the credit investigation service, lawyers for the estate legal services etc..
8, Shaanxi lawyer industry characteristics
The legal service market of Shaanxi as an example, by the end of 2010, Shaanxi currently has about 4500 registered lawyers, law firms and more than 300, every year there are about 800 young lawyers involved in the field of. Shaanxi lawyer service business is given priority to with traditional business, mainly for various types of litigation, non litigation business according to the legal adviser of the company, the real estate project special adviser, due diligence services, archives query services. For the Shaanxi local high-end securities business, financial business, bankruptcy business, international business, intellectual property services do little, let alone to undertake the field service. But the Shaanxi local high-end business are mostly from Beijing, Shanghai law firm or its branch occupation in Shaanxi. Law firm is the basic form of partnership, lawyers in the house is often linked to attorney, the development of small scale, low degree of specialization of features, there is no one scale operation management company office.
Two, the young lawyer misunderstanding and practice dilemma
Through the introduction above, young lawyers should have a preliminary understanding of the legal profession. However, for you, in the face of fierce competition in the industry form, how to solve the "in the face of such a big market, how ability from which share a cup cake?" How to consider their own "cake" ability? This problem is particularly important. I think, to solve the problem, we must first find out the problem, is to find itself in the practice process of the "misunderstanding", and clearly recognize the current practice dilemma.
(a) the practice error
The word "misunderstanding" always sensitive and practical, every lawyer may have their own feeling. I will follow my understanding that, in order to encourage each other, and to share and discuss. The way ahead is long; I see no ending, yet high and low I’ll search with my will unbending.
Misunderstanding one: with a good master than choosing a good office (to choose)
Young lawyers entered with the people are very important, leading the lawyer you entry may be largely around you to become a what kind of lawyer, you decide how to view this industry, which will affect your career as a lawyer. However, when the author as a sponsor founded Ruicheng law firm and concentrated business for more than 4 years later, feel more and more, the lawyer started with a good teacher is not necessarily better than choosing a good firm strong. Young lawyers should be to choose a good lawyer on the first. Because, (1) a full range of training and exercise and individual lawyers young lawyers to need the total contradiction between neglect and Limited is an objective existence; (2) a good teacher teach by precept and example cannot replace the systematic training and standardized occupation lawyers need to grow; (3) with a good master concept is the inevitable product of lawyer alone model development direction, but this does not mean that the lawyer. Of course, when unable to choose good firms must choose a good teacher.
Misunderstanding two: "I exist in the exploited" mentality lawyer assistant stage (start state of mind)
Once, in an interview for a lawyer, I heard such complaints: "I do assistant lawyers in recent years, with the partner essence in exploiting us, a vigor for our work, but also very strict, salary is so little, so want to change environment." in this idea to control, or as soon as the end of assistant lawyer career barely independent practice, or to seek "fair treatment", or strong dissatisfaction with work, or simply walked out his beloved lawyer. But he did not take into account adequately, strict combat exercises in the assistant stage is how rare ah!
In the opinion of the author, in the face of the paralegals working characteristics of basic, procedural, repeatability, young lawyers should be rational to treat, actively grasp, make full use of various cases of contact opportunities, professional skill learning mature law, exercise and cultivate your ability, understanding and explore the characteristics and law of development. Change an angle to think, if the teacher will take you only send you money, don't let you take on too much work, this time you although easy, but not harvest.
Misunderstanding three: non litigation is the lawyer for (business)
Quite a number of young lawyers that litigation is a small bar dry, non litigation is the lawyer for the. Think, restructuring, mergers and acquisitions of listed non litigation legal services, customers, high fees, the simple relation, the only fun. In this psychological tendency, gradually lost interest in the action, only to bigger projects, want to be a lawyer, and even deliberately to avoid litigation. In fact, litigation and non litigation business just two different types of service, do not represent high low-end business and size of lawyers, litigation more basic, direct and simple, and neither can be neglected. I personally think that the young lawyer, initial stage or mature stage, too, to maintain a certain litigation is a wise choice; the litigation experience in order to better provide non litigation services.
Misunderstanding four: marketing is not now I consider things (market consciousness)
Interestingly, there are many legal assistants and young lawyers for business development and marketing expressed obviously avoidance of psychological and emotional conflict, widespread "just started doing lawyers do not need to consider the business", "do not talk about what the lawyer business marketing" and other psychological. When the author puts forward "the view on the first day of entering the industry should be a lawyer to design their own marketing ideas and methods" in Law Institute, lawyers do not understand, or even not to regard it as right. However, the practical experience of our young lawyers for several years, not for business development and self marketing lawyer in gradually eliminated by the market. However, on the need to affirm that the, the author support young lawyers when (or join) began to self marketing, not to encourage lawyers start to develop business is important but ignored the professional accumulation, but hope that young lawyers attach importance to interpersonal communication, pay attention to the external image, reputation to win customers trust value of lawyers, to your professional, cherish every opportunity, accumulation potential customers.
Misunderstanding five: firm to our more loose tube better (management discipline)
The lawyer is the high-quality talents in the eyes of many people, should be very good management. To the contrary, the lawyer is the most difficult, and most is not willing to let a person tube. Some young lawyers leave late for meeting, training can escape fled, almost all, learning is even worse. It is worth pondering, young lawyers should be how to deal with the firm's management. It is a lawyer too loose tube is better?
I remember a suspected of perjury lawyer in the television interview, said a words, let the author feel moved. The reporter asked what time he realized his behavior has been suspected of a crime, the lawyer said: "I do not have such consciousness, just do the business, he organized many times occupation ethics and disciplinary training I didn't go, this consciousness is too weak, you know this is a crime, I don't take this business, to earn thousands of dollars......" In the competition, almost cruel, huge potential risks of lawyers, lawyers management is not absolutely not essential, especially in the industry policies, management rules and training, practicing risk warning, operation guideline, marketing guidance, cases discussion learning, enhance the quality of services and so on can and should give full play to the role of. On the contrary, the lawyer management of lawyers, or cope with any disregard of conflict, could cause irreparable damage to the lawyer and individual and unpredictable risk.
Misunderstanding six: the firm's management and non business and I don't want to waste time (in business)
Many lawyers say, the best state the relationship between the individual and the firm is "you shall I follow, I do what you don't interfere in other things, I don't care", especially when it comes to participate in the firm's management and non business, it is not willing to one hundred. They feel that they are lawyers, not the management staff, let them participate in management, is wasting their time. In fact, if a lawyer frequently involved in these non business and office management, energy accumulation of management experience, cultivate awareness of the market, understand the industry dynamics, get promotion opportunity, strengthen the professional ability, obtain partner identity. In any case, hope the lawyer especially young lawyers can give full attention to the resources and platform of lawyers, give full play to one's ability and advantages, to participate in the service work in non business.
Misunderstanding seven: have the ability also not line, mainly rely on the relationship of business
Some of the young lawyers very impetuous, think we should put more time on the "bang" judge ", near the boss", eyes stare is money and relationships, that source of business is on the old relationship gifts to undertake business, and neglect its ability to exercise and service learning. The author thinks, no theoretical knowledge is very high and rich handling skills, can not be a good lawyer. In this society, relationships are important, many business sources is rely on his friends and relatives have an opportunity, however, had the opportunity, to do solid business to win the trust of customers through their own ability and experience. As a pole on the building, very insecure, once supporting your relationship to collapse, you will fail. In short, the lawyer excellent theory and rich experience and approved by the customer service is the only rule to win the trust of customers.
Misunderstanding eight: the legal profession is not "specificity" itch for a try, the civil service exam, looking for opportunities to do justice (practicing Psychology)
Many young lawyers in line with "I do first a lawyer, then the civil service exam, or looking for opportunities to large companies do justice" mentality, so low, income in the face after joining the source, no experience, no no instructions dilemma, not brains by trying to overcome difficulties, get out of the trouble, but every day hold official data moment for civil servants, do not cease to participate in a variety of public examination.
Of course I do not exclude the civil service exam, just think you should concentrate on doing one thing. If you choose to be a lawyer, perseverance and hard work, you of the industry is not "specificity", business will not be in your favor. According to relevant research, 30% or more proportion of young lawyers to survive the "debut" three years ago, had to give up their professional ideal, to switch to other industries or to go back to school to continue their education, for students of law school, a powerful army seized the bridge like judicial examination, but after entering the low income and no security class, a state of mind to accept the change also is very normal. But, I will tell you, if you have a persevere do lawyers beliefs, with your diligence, and the marketing strategy and the correct methods of work, the near future "of the 20% lawyers in two eight law" will you have a space for one person.
Misunderstanding nine: my own business volume will open (the entrepreneurial Institute)
From the development of a young lawyer, in certain business accumulation has three main directions can choose, one is in the promotion to partner, two is to he become a partner, three is a single vertical portal prior entrepreneurship. The three choice no matter good or bad. But many young lawyers are put one's foot down selected third direction. Result? May be difficult to accurately statistics and quantitative analysis of the choice of success ratio, but some fact is indisputable: an excellent young lawyers single vertical portal, experienced in the business of excitement and fresh, only a small portion of the development of a more benign external partners, due to large scale cooperation mechanism is reasonable, the original foundation is good, most of them exist to varying degrees of brand promotion difficult, business development is very difficult to molding, team construction progress is slow, management issues such as lack of experience significantly, thus gradually emerged blindly seek cooperation object, a large number of low-end market promotion, and consider the merge, to give up the brand and management become lawyers fairs and other strange phenomena. At the same time, never stop another batch of young lawyers single vertical portal, repeated this road....... This is done The loss outweighs the gain. to young lawyers, "dig deep, wide grain" is the young lawyers should choose the direction.
The author suggests that, in the entire industry should encourage the scale, the brand, the company development, on this basis, our young lawyers should be adhering to the "do not easily give up business possibilities, not easy to choose the road of entrepreneurship" responsible for such reason, cautious, idea.
(two) the practice of the real plight
1, with the old law is an "live"
Competition in the legal profession so severe situation, for many young lawyers, face is probably the seniority, experienced lawyers and lawyers industry, comparing the top bar, a well-known lawyer in competition with, may be more pressure, the survival of the problem more difficult to solve. Young lawyers to various case processing level due to the lack of practical experience is not enough to do many things at once, and other competitors experienced to form their own advantages, thus difficult to win the trust of the clients. But young lawyers had little exposure to the high-end business, even the business of divorce, traffic accident and other traditional, the parties are not willing to find a young, no experience in handling cases of lawyers. Therefore, young lawyers income, survival problems become the biggest obstacle to its development.
2, small and medium-sized law firms cannot provide good learning and communication platform
The growth and development of small and medium-sized firms to the new lawyer speaking, may not provide too many opportunities and help. The number of small and medium-sized firms reached 30, 40 person are not many, many are some 10 person firm. Most small law firm, a business model adopted is an act of one's own free will, the loose joint form, this you may experience. "Do not stay in the office in the law firm lawyers, to expand the business, and colleagues in a year also not see several, not to speak of in place can freely exchange and learning. Small and medium-sized law firms are no more public case for you to practice and learning, this will give the line just neither case nor business ability of young lawyers poses a dilemma for survival and development.
Various trust crisis 3, lawyer image
At present, the lawyer image by industry all adverse events severe stunting. Cause now the crisis public, media including the government's multiple trust some of lawyers. There are a lot of lawyer criminal cases should be said has caused great damage to the image of lawyers. And this crisis of confidence on the old lawyer impact is not great. But the new law, customers also don't know, it will cause First impressions are strongest concept. In this case, entrust to win the trust of customers, to accept the customer form case, played a role of one disaster after another.
4, the legal service market confusion
The legal service market has its special characteristics in the present stage, a variety of service subject to flood the market form a disorderly competition, such as "lawyer" exist, although they do not have any qualifications, is not a legal workers, not lawyers, but still appear agent. Fierce competition makes some lawyer lawyer occupation moral, no longer take into account the formation of occupation standard and for a long time in the industry the tacit understanding, to the ultra low price contract business, thereby seriously disrupted the market order of law.
5, the current judicial environment, case handling uncertainty for young lawyers difficult to fit in
The parties need an accurate answer, however, the processing results are often influenced by the power interference. The right to interfere in the implementation of the law, the prevailing. Young lawyers is relatively pure, their faith in law is higher than other lawyers, they did not consider political factors and other social problems, in reality, in the face of some specific cases, lawyers and I can't give the party a definite answer.
Three, the young lawyer marketing strategy
How can the young lawyers to eat their own cake? In fact, for every successful lawyer, they first encountered are not big cake, are small steamed Steamed buns, few young lawyers entered this industry will have a big cake for him. Therefore, the lawyer's marketing is very important, marketing aims to help lawyers to find their own "cake", and to "the ability to do the cake". Of course, this is not only the young lawyers need to learn, also have certain experience in practicing lawyers need to constantly update exploration.
As a lawyer, marketing is actually "a process of" war ", to map out a strategy, deploy forces, not moving troops and horses, forage ahead" for a series of preparations. But in the process of creating opportunities, more is the strategy, thinking of you, rather than using some communication conversation skills. So, first of all, let us understand the typical lawyer marketing mode.
(a) seven typical marketing mode
1, the event marketing
For example, a few years ago Kelong, lawyer Yan Yiming to small investors identity will Kelon Dong and Gu Chujun to court, seeking compensation for the medium and small investors in securities. No doubt, Yan Yiming through the "Gu", not only in the legal profession to improve his personal popularity, but in the business world, the capital markets are improving their personal influence.
2, the product marketing
The most representative is Beijing lawyers fought, he sold 204th of commercial housing contract a contract format, but so far no that developers will use the format of the contract. But in China, the first commercial housing sales link legal high service product, he has been successful.
3, through marketing consultants
This is recommended for everyone to do. , the most representative is the Yuecheng law. Celebrity lawsuit, major cases and have news value but not to earn money, including currently making, first of the lawyer's series, are important means of marketing Beijing Yuecheng law firms to establish brand. The Yuecheng lawyers as the domestic many mainstream media's legal adviser, through the media publicity is the marketing of conventional weapons - "". It is this "conventional weapons", make the Yuecheng lawyers got more and more celebrity lawsuit cases, litigation opportunity.
4, through the public welfare lawsuit marketing
As a Hebei lawyer, lawyer Qiao Zhanxiang because sued the Ministry of railways, to win a national reputation. The media as "the first man sued the state ministries". Bold move Qiao Zhanxiang sued the Ministry of Railways is a marketing person, build a personal brand of the suspects, but the value and significance of this lawsuit is not "win" two words can be covered. The Qiao Zhanxiang case clarifies some people regard "railway fare rise notice" acts as the abstract administrative action judicial review and eliminate incorrect understanding, but also contributed to the 2002 transport during the Spring Festival floating ticket price hearing. Also as director of the Shaanxi based firm Chen Xiaomei lawyers sued the Huayi and bona cinema is the most successful case. "Mingaoguan" lawsuit, lawsuit, celebrities with high value of news and media attention, is a very good lawyer, law firm carrier case marketing.
5, combining the characteristics of marketing
There are many ways of marketing. For example, as a real estate building business lawyer, his target customers are Real Estate Company and construction company. You should charge in this regard, after charging can write some related articles, and even books compiled related issues, organized a number of similar exchanges salon activities, real estate construction company who thought he was a study in this area, please ask him to go to the lecture, and explains some of the leaders of the company, the leadership recognition his professional knowledge, meet it will find him. After a certain time of precipitation, accumulation, the lawyer will be able to win a large number of housing construction customers. If the lawyer is not good at writing, writing articles, you can through the network QQ group, or participating in some social activities, such as forum, and the pursuit of customer communication, to know, to establish contact.
6, firm overall marketing
Lawyers provide legal product sales personnel, law firm is the organization and management, production of legal product entity (in the law firm of qualitative no conclusions before, for the convenience of writing, first called entities.). This entity also has the market profit and profit seeking nature, it should be a subject in market economy. If the lawyer firm has the image of a good reputation and industry, for the lawyer's services are of great help. Similarly, for young lawyers, will your expertise and market combination, choose a suitable for their own firms, we mentioned the development trend of law firm, young lawyers can also choose operation mode must be consistent with the team, specialization, marketization in the choice of law firm, has a systematic training system and the corresponding mechanism, capital, human security, business development momentum is good, have a more adequate sources of law. At the same time also includes the firm overall development of ideas, concepts and whether you have the consistency of the long-term, and the teacher's value and you can agree on the main aspects of.
In my case, the overall publicity in place, with the increased visibility of lawyers in the firm, of customers also increase the credibility of the customers, the business has a certain proportion of increase. As king and wood every year, year-end summary of the general assembly, will be wonderful, exquisite show. The audience is leadership, an important customer. In their evaluation of Kindu law firms are very high, this will undoubtedly improve the loyalty, reputation.
7, the lawyer team marketing
Young lawyers closest customer base is the lawyer. As a senior lawyer, too much of their things, need a young lawyer help, but they need to be relatively professional, down-to-earth young lawyers, though it didn't pay much, but this opportunity is very rare. If you can develop around several fixed attorney client, then you do professional lawyers have a better platform. This is what we often say that the lawyers cooperative team marketing. Young lawyers should bear in mind the sentence: "there is no perfect person, the only perfect team".
Service marketing 8, lawyer
Service marketing lawyer while on the final say, but that does not mean that it doesn't matter, on the contrary, this is all lawyers are important factors in the industry for a long time to settle down.
Now customers are mainly focus on the lawyer's trust, responsibility, serious degree to select a lawyer, but did not see the deeper things, such as lawyers in specific areas of expertise, the firm's ability to resist risks, risk control system and risk relief mechanism etc.. Customers tend to follow the law, such as the lawyer at A, the customer to A, if the lawyer to the B, the customer to B, then as a lawyer, in his unique service as a way of marketing, to win customers for their own identity, its importance is self-evident.
My lawyer team in order to ensure the advisory unit quality of service, every consultant units are by teams of lawyers (at least 3 lawyers and 2 assistant lawyer) service, in order to solve the contradiction between demand and individual units have lawyers sitting on business. According to the contract review and modify the daily work of the consultants, is completed in accordance with the requirements of the time unit. Processing units encountered emergencies, Saturday and Sunday overtime is common. The application of OA software platform, providing instant online communication to customers, at mid year and at the end of the year, making legal services summary report for each consultant unit, the "tangible service" invisible, "change from passive to active service".
Because the characteristics of lawyer industry itself, lawyers for the marketing should be a combination of the characteristics of the industry "degree". In order to provide quality services, supplemented by a variety of ways both marketing skills, persevere, will get considerable returns.
It is introduced the several more representative of the new marketing mode, in addition to the direct marketing means, there are a number of indirect but effective marketing mode and means, including lectures, see all kinds of group activities, making laws and regulations, building professional websites, do professional publications, write a personal blog the lawyer, salon and so on, can be in different ways, each of which is feasible, the author not one one of them.
(two) marketing activities step decomposition
At present, more and more demands for the legal service market of Shaanxi, with the construction of Xi'an international metropolis, Xixian new area has been incorporated into the planning, a new type of legal service is also more and more. The authors estimated the legal services market in Shaanxi will be in the next few years was blowout trend development. Can say, for young lawyers, this is a beautiful era, full of opportunities, and opportunities and challenges. But the problem is, this big cake in front of you, how can you eat it?
The author thinks, marketing is built on the premise that a thorough analysis and grasp of the market, the customer needs to fully understand, is an activity carried on this basis. This activity can be divided into several steps to finish the difficult task decomposition, break up the whole into parts, will each step into operation can be realized, can achieve the goal of. No matter what the professional direction can be decomposed by the following steps to achieve the purpose of marketing.
Step 1: set up professional development planning.
The second step: choose the target customer group
The third step: to understand customer needs
The fourth step: design the corresponding legal service products
The fifth step: let the customer know you
The sixth step: to allow customers to choose you
Step 1: set up professional development planning
The young lawyer, a lawyer to make sure all the first year of a professional lawyer first year, because of professional lawyers are in the charging stage, but after three years there will be significant difference, and the gap is growing. Do professional lawyers will become better and better, they will be more and more, also more and more high quality. Therefore, I suggest that young lawyers with their own advantages and hobbies, from the beginning to set clear practice plan and scope of practice, for example, engaged in the real estate business, financial business, business and other professional fields.
Focus on emerging legal service market: I don't know if you have not noticed a successful lawyer in a professional and field, through the practice to form their own professional expertise, form their own unique influence and can provide quality of service. Because of the special nature of lawyer, lawyer pioneers a monopoly of most of the social resources, then lawyer especially young lawyers want to divide a cup of a thick soup, indeed the need for more difficult than the first lawyer to pay. So be sure to identify market segments, with their talent, my experience is a young lawyer to combine their expertise to do some new business may be more likely to success, such as: enterprise legal risk investigation, short-term financing bonds etc.. Therefore, in practice we set planning, not blindly staring at the traditional areas of business, should be more emerging legal service market development, learn to make "new cake".
The second step: choose the target customer group
On the basis of the foregoing, young lawyers in their practice of planning on the basis of clear positioning, targeted to your target customer segmentation and clear, clear to whom the pin, namely to determine who is the target customer. Market positioning and locking the specific target customer is a lawyer, not accurate market positioning on the rush to start marketing, as if there was no sight on the gun.
I was just entering the legal profession have seen a book about lawyers lawyers marketing, marketing way the book is clearly written, such as how to organize business card, how to contact with classmates, friends, integration of resources etc.. However, if the model copy, copy sth. without catching its spirit, will have little effect. The lawyer must first know who their customers. last year. A television station asked me to give a lecture, I push away. The column to the staff said to me, "do you lecture, expanding the visibility is good." In fact, say, that they do not understand the legal profession. My client is not watching lectures viewers or listeners. They asked about the content and I do not professional counterparts, and I must spend more than others, the time to prepare. Then, I did not what significance. If you engage in this business lawyer, would be better for the lawyer's marketing effect.
For young lawyers, I think the small and medium private enterprises can become our target customers. Because, for the state-owned enterprises in the legal counsel of the qualifications and reputation will be higher, most are employed by the industry famous middle-aged lawyer. And the characteristics of private enterprises is the basic legal quality is not high, the enterprise is not standardized high-risk operation, they often complain that the consultant is not timely, when the old lawyer more not so much time, but also because of low cost, much disdain on this market. Young lawyers can spend on it's time and effort, the service will be also more serious, and can get very good training opportunities. Therefore, a stage as a legal adviser for the middle and small enterprises can let everybody fully to display their talents, young lawyers must grasp the current opportunity.
In addition, according to the different legal business types, production enterprises, companies can all become young lawyer's target customers, these specific business I will describe later in the view.
The third step: understanding of customer needs
Just say no light to see customers "pocket", but also think of the heart of customers. Target customers, have not thought about the target customer is how to think. They meet those problems need to solve in the business management consultant? What is their specific demands? Only by fully understanding the needs of customers, in order to better customer service.
The small and medium-sized private enterprises as an example, need to do text, file processing will find legal consultant, contract lawyer, and find a lawyer in the notarization business. In another case, he may take legal adviser as the team only high education level of staff, in some business letters to find a lawyer to help control when drafting, and even some of the company management to find a lawyer. According to customer demand, we usually should focus on this aspect of learning and teaching, so as to achieve customer satisfaction and loyalty to your results.
Private enterprises required to provide the service which is the most important feature to "fast". Like my team at the same time as a legal adviser for more than 20 Large Firm, must have a duty of lawyers in the firm; and then there are two assistant he work at any time, should be requested to amend the contract, information query. These customers have a characteristic is sometimes requires lawyers will be very suddenly, sometimes the private owner is reminiscent of a is called a lawyer, hate you now. This appeal is rational or not, for many have the option of lawyers, such customers he may be thrown, but young lawyers if the target customers are mainly located in the small and medium-sized enterprise, you have to keep up with his "fast" rhythm. You have to have a fast reaction speed, to cope with the demands of his "fire".
The fourth step: design the corresponding legal service products
The most basic legal service product design is to provide what kind of service to the enterprise? This service not only to reflect what you do, you should do.
Example: we all these young lawyers in the analysis of the production type enterprises widespread customer arrears situation, lock the target "initiative", specially designed for the legal service products for this type of enterprise: pure risk reclaimable arrearages. That is to say the "package" to entrust our recovery all customers in arrears, in accordance with the recovery of the amount of arrears of about 15% commission agency fees, fees commissioned more lower, commissioned by the amount bigger, return after fees lower. For enterprises with no risk, both the collection cost, but also by the law collection cycle is short, the effect of good characteristics, agreed to their proposal. While the lawyer in the collection process, sometimes lawyers issued a letter to a collection, lawyers can be a part of the cost of debt collection, laid the foundation for the future. Even when it comes to litigation, a litigation management specialized, cycle can greatly shorten the lawsuit, which meet the specific needs of enterprises.
The original legal service product design, features from: rich practical experience and deep knowledge of lawyer practice, thorough analysis of customer demand, every details of the figure; product design success depends on whether the customer.
(such as enterprise legal risk investigation service) characteristics of enterprise has its own survival and development are in different stages, will have different risk. Then, we can design the enterprise legal risk management service. Look from practice, enterprises can deal for the establishment of an independent risk management system. Specifically, the system may include information system, customer and contract classification management system, risk identification system, Department Post authorization system, assessment and reward and punishment system etc.. In addition, can also design a enterprise beforehand legal risk inspection products, equivalent to the enterprises to do a "physical examination", check out the legal risk existing enterprises, so as to achieve the effective prevention and control effect.
(due diligence as technology transfer) technology enterprise technological achievement and the transfer of intellectual property being false, the blemish of right, infringement risk, therefore, can be designed to transfer process of due diligence services products, on the transfer of the subject, to ensure that the transfer effect and safeguard the interests of both sides. Also provided counsel witness services for real estate intermediary market, maintaining both the security of transactions. If such legal service products once formed the scale, then order copy operation, lawyers need not spend too much energy, but also more mature, but also a good non appeal business.
The fifth step: how to let the customer know you
Let customers know that you have many ways, such as by relatives and friends, through the network propaganda, to participate in various activities, seminars, adding some QQ group, its website, and with some media programming channels.
Here I combine their own successful experience be keenly aware of and we are part of a young lawyer, emphatically introduces the lawyer uses several suitable for professional development of publicity channels.
1, held a lecture to broaden marketing channels
Specific to a particular industry, the company inside the industry management seminars organized form, let the customer know you, to know you. Using some Human Resources Inc, headhunting company or media have customer resources, through cooperation with them to convene the relevant industry management, legal knowledge lectures organized interest free customer. A Human Resources Inc to enhance the service content, customers at the same time, we also use their client platform to let customers know our objective, beneficial to form a win-win situation. For example, we are just practicing counsel and Xi'an headhunting company cooperation, according to real estate companies, and in several real estate professional lawyers to hold long-term real estate related legal knowledge training, the training content is rich, covering the legal knowledge of real estate development take place, building construction, sales, property other issues should be paid attention to. The lecture is very popular, and recognize him through lectures for many property companies, and further opportunities for cooperation.
2, QQ group marketing channels
As everyone knows, the modern people will QQ as the most frequent most commonly used communication tools, the lawyer can also by adding some within the industry QQ group, meet with customers know objective, and can take part in the group's salon and recreational activities, expand your social circle. For example, we are engaged in the field of labor law, lawyers, by adding some HR management group, met a lot of companies engaged in human resources management, enterprise can get need to find legal counsel, or human resource demand from the group in the special consultant. And often in the group to answer some of the labor law advice, let everybody know him, to get everyone's approval. Many of his customers are from the group of friends of the Q.
3, establish professional website marketing channel
Through the establishment of professional website, introduces its own expertise in website, accept the advice, published professional articles, interpretation of law, understand the industry dynamics, provides the convenience for the customer at the same time, to allow customers to understand your purpose. For example, I founded the "Xi'an real estate construction legal information network", the website provides legal real estate construction enterprises involved, and online accept customer consultation, legal problems for them to solve the actual, and published more than 50 articles about the real estate construction case of articles on the Internet, to a very good warning action for legal risk prevention daily the majority of real estate construction enterprises. At present, there are many clients are from the website of advisory clients.
4, through certain media program production
We in Shaanxi and the five set of political and law channel has the long-term cooperation relations, many lawyers involved in "the eye view of the world" program recording, follow the news to the people at home to provide legal consulting service door, solve various legal problems people meet, although occupied a lot of time lawyer, and no any costs, however, a lawyer by training opportunities, more important is through broadcast, so that we may know him.
The sixth step: how to let the customer to choose you
Through the previous introduction, lawyers made clear their potential customers, and a clear understanding of customer needs, and according to customer needs and reasonable design of legal service products, but also through various channels to let customers know us, the next most important step is to allow customers to choose you. I think that in this process, you should pass three words to the party.
The first sentence: I care about you.
The second sentence: I have the ability to do your thing.
The third sentence: my fees are reasonable and legitimate and is acceptable to you.
Specifically speaking, can be divided into the following contents:
1, inform the customer you understand what he wants to achieve what goal
Inform the customer very brief you understand what he wanted to say, after this, customers and before you start to reach a preliminary consensus, at least he will think that you really understand his needs.
Inform the customer 2, sure you can help him to solve practical problems
Lawyers can help customers to solve the problem, is the biggest concern of the customer. This is similar to the doctor. If the doctor told the patient, he can be very thorough eradication of the pain of the patient. This gives the patient a very exciting news. The patient was willing to listen to the doctor's solution. If a doctor to say the disease cure is unlikely, then the patient will be sure to consult a hospital, until you find the one can grasp the great physician. Therefore, the lawyer should also use the clear language to inform customers, can help him to solve the problem. And will try my best to solve problems.
But, to solve practical problems. Bosses to legal adviser to real-time processing to guard against risks and risks of. In fact, the legal consciousness of the bosses is far beyond our imagination, now 30 years old -40 years old boss, almost all of the industry elite, they want to protect their rights and industry through legal and other means. You begin to solve practical problems include how to deal with the legal risk, how to avoid legal responsibility, how to participate in the actual operation of the project, your value lies in the flexible execution law evade the legal risk. For example, when the enterprises do not have the strength to bear certain provisions of the cost, you can't lobby manager to do these may lead to the enterprise cannot manage things, you should try to find the methods to avoid these costs while not violating the legal prohibition of. You write should be legal documents meet the business habits, rather than inflexibly law of enterprises to change the usual culture.
3, tell the thought and the feasibility to solve the problem of his
Many customers are known, there are many lawyers will boast, it will not do, but to say they will do, to let the customer will case to him, received the lawyer's fees. Therefore, the customer through understanding and observation of its own, fully assess whether they have the ability to solve the problem of lawyers. Therefore, for some ability, knowledge of the customer, to show others the lawyer thought to solve the problem is essential, but also to use some hosted case and service experience proved feasible. The customer is not a fool, he is capable of judging thinking is clear, and whether it can achieve the purpose of solving the problem, ability to judge the lawyer practice.
4, reasonable price
Cost fees related to the customers to solve the problem. Now many major suit lawyers with rich experience, to judge the severity of customer problems, impact on the customer management, clear law value, then set a price not fei. This quotation operation, need to have a very skilled to master the client itself and psychological. Most of the time, the customer is willing to pay the price not Fei attorney fees to what they consider a lawyer. However, it is very easy to appear the same similar cases, different customer payment standard far situation.
There are Lawyers Guild according to the nature and the workload of a case, make a standard price. Standard price is acceptable to most of the customers, and the standard, not to the customer charges feeling. but are not expensive, not to please customers good lawyers, is sometimes standard will. The author thinks, for the price, not only have the standard, but also consider the customer special requirement. Like, some patients, willing to spend big price, hope to live in the intensive care unit, hope to have the director level of physician services. Legal services also need the VIP service. And for the VIP service set standards, to allow customers to understand and feel. Otherwise, different customers different prices, enjoy the same service, customer psychology is certainly difficult to accept.
Four, young lawyers work rules
Young lawyers know how to marketing can help him expand the case, but, I think, to overcome the practicing misunderstanding oneself, develop good working habits is the most basic professional accomplishment. Starting from the first day to enter the industry, young lawyers don't I * * *, I what all don't understand, others succeeded because relationship to find all sorts of excuses for his shortcomings, but should work began as "mature" lawyer. To develop good work habits, step, not a thousand miles. The good work habits and work should have at least the following aspects:
(a) to comply with the law occupation ethics, make oneself become a qualified legal workers
The lawyer occupation morality in addition to enlightenment morality have, also has to strengthen self-discipline, to balance the conflict of interest and law to safeguard the legitimate rights and interests of lawyers and other functions. Young lawyers generally flexible thinking, have questioned spirit strong, all well and good, but in the occupation morality often despised. In essence, occupation moral requirements of any industry has its specific social background and the characteristics of the industry. As a lawyer, strictly abide by the "Lawyers Law" and "law occupation ethics and practice the basic norms" is a most fundamental and important requirements.
(two) to adjust their mentality to practice
As the saying goes: "the decision thinking way out, attitude decides success or failure", the lawyer is definitely not the young people can achieve success and win recognition of the occupation, it is crucial to maintain a good state of mind. Here, I want to mention three young lawyers on the mentality of the. First of all, and colleagues get along with attitude, just we talked about, in fact, the lawyer before you as the first marketing customer, and you just practice stage, faced with some case must with colleagues, therefore, need to hold a win-win cooperation, you get along well with colleagues mentality; secondly on the public security personnel, mentality, as a lawyer, inevitably often and public security personnel in the business contact management, to their ideas and practices you can fully understand, will make it easier for you to design the ideas and handling skills, you therefore, for the public security personnel to understand the mentality of the last, a; on the mentality of customers, customer types, ways and about the ideas may be totally different, you need to target customers, take them to accept and strategy, softer and therefore, to provide a service for them to hold a positive, optimistic, calm state of mind, so that customers can more trust you. Is the so-called "know yourself as well as the enemy, know yourself", in the business management and daily life, young lawyers to transposition thinking, in the full understanding of each other's basis, also need to keep a good attitude.
In the whole process of a career, you will struggle and frustration, you have to overcome setbacks attitude, rather than when they became depressed. With a positive attitude in the face of setbacks, overcome setbacks. At the same time, to keep enterprising, stand on solid ground, calmly ahead. Customers need your positive mental attitude, whether it affects the case can win. Firms need your positive mental attitude, so that we can continue to expand customer. Similarly, the lawyer occupation need not only practitioners knowledge, more important is the life experience and philosophy. The lawyer mentality more gentle, the easier to trust you, the more easy to get. You also need a positive attitude, so that you can feel that the lawyer is a very meaningful thing.
(three) conscious accumulation growth experience
Every day you will contact the case, contact customer, contact the judge, you will attend the court session, participants in the debate, participation in the operation of the project. These experiences, will let you grow. But if you just deal with the work style, then you will not have the very fast growth rate. If the points you can record these cases, and timely sum up, you go from one case to master a kind of case method, master a series of operation of the project from a project.
For a log, and may not carry too many things, the lawyer occupation perceptual comprehension, writing could not record. But for an aspiring to become a professional lawyer assistant, please accept my advice, insist that every write the work diary, this is certainly a good way to let you quickly improve work efficiency, work experience and give a good impression on customers.
(four) to charge and discharge continue to choose a good professional post
Before that, encourage everyone to be a professional lawyer, even can't become the professional lawyers, but laws and regulations are constantly updated, business is expanding, as a young lawyer in the choice of their own professional, still need to continue to strengthen their professional knowledge learning, constantly charging. Of course, learn to charge and discharge, is looking after consult professional lawyers, is the communication consulting. This would also allow the lawyers know of one aspect of the original opinion, meet related cases later when they think of you. So, the young lawyers start has a great help.
The lawyer occupation is a social work, a good lawyer should have extensive knowledge structures, so that we can more deeply understand the law of social background. Therefore, do their professional charging at the same time, also want to dabble in knowledge structure, their.
(five) to develop good work habits
I asked my assistant to do work log and case schedule report every day, the future at the end of the case to give each client a case bound book, the content and the materials, the main content is log, indictment, pleading, evidence, proof, ask advice specifications outline, judgment, summary and customer feedback handling etc.. Customers are identified. This is what we often say that the tangible and intangible. You put the things others can not do it, well, even if for some reason the customer temporarily without you, will he meet lawyers if not you, he will come back for you. In addition, the case is over, for the classical case, I also asked my students to write a paper. The young lawyers will grow quickly, because your future will be in the face of this case quickly.
In addition to young lawyers punctuality is very important, often the client is because lawyers are not punctual and give up the lawyer.
(six) the work must have initiative
Young lawyers and lawyers in the old co investigators must have initiative, is to take the initiative to your teacher reports and customer communication process, in order to ensure the cooperative law about cases can keep synchronization. Young lawyers have initiative is experienced lawyer judge young lawyers most important. Can say, motivated young lawyers the probability of success will be big, the time is shorter.
(seven) marketing skills and careful service combination
The lawyer must have the marketing skills, but this is not to say that marketing is the only way, in fact, the best lawyers marketing is your service, many lawyers have such experience, after service with a customer, the customer can be developed more than two at least new customers. Word of mouth effect in the legal profession is still very influential. Based on our service as an example, such as our legal document formats are standardized, every thing counsel do, the customer through the port office system after entering all can see, such as a year ago, a few days ago the lawyer are doing what the customer can see, this requires lawyers to develop good journaling habit, not only written in a notebook, and transferred to the computer and system. So get the marketing through your service objective is the best, the most strong.
(eight) to establish their own network
Young lawyers when receives the customer, should be recorded in the log, the basic characteristics of the customer demand, contact information, and make further contact is maintained and how they conduct business marketing plan and they. And these customers, it may develop into your network.
There is an old saying China, called "Avenue not complicated". For the growth of young lawyers, I think the experience of fables that "Xiaomaguohe" in primary school textbooks to the most able to represent my. Just for the practice of young lawyers, to grow up as an independent practicing lawyer occupation, like the pony to cross the river in front of that not to know the depth of things. If you are a diligent and willing to think the pony, if you keep walking towards the other side, you can walk across!
Young lawyers are lawyers industry thriving, hope to have qualified successors, faced with various difficulties and challenges in the young lawyers in the growth process, need to work hard young lawyers with enthusiasm, need law firms, lawyers association and social care and support, and meet the challenges, and write a new chapter in the development of lawyer. Hope that the majority of young lawyers to improve their own quality and ability, in the course of practice, the firm faith, the nettle, better tomorrow will belong to you.