Competing for new work is a fact of contemporary professional life

By Linda Julian

I recently took an informal poll of a handful of truly impressive lawyers, each a leader in their specialist domain.  When asked their toughest challenge for the year, three out of ten nominated "competing for new work".   Another nominated "keeping clients in the face of intense competition".   Two more of the ten cited "being put into competition by established clients".

Clearly, these and other talented professionals find competition for clients an unwanted (and sometimes unsavoury) impost on their day-to-day work.  Just about all would prefer to simply rely on doing great work and to win business through reputation and word of mouth.  Many are bitter  -  sometimes understandably so  -  that their sustained record of excellent work and even value-added services and many "freebies" seem to be forgotten in the competitive fray.

Contemporary market dynamics make competing for work a fact of professional life for the foreseeable future. 

In my experience, here's how capable professionals can effectively compete.

Establish realistic expectations -  you have to sow a lot of seeds to harvest a crop
For every ten good new prospects, a professional will be lucky when two to four turn into clients. Remember, if they're not already working with you, they're either being serviced elsewhere or they don't need, or believe they need, what you offer right now.

Understand how clients choose professionals and make decisions to buy your services
Prospective clients are strongly persuaded to "buy" when they can see your successful work for other clients like them.  They are also choose based on trusted recommendations.  Some are convinced by general word of mouth about the expertise of you and your firm.

Commit to constantly developing new opportunities
Don't wait until you need more work to get moving because it takes time  -  you can't turn new clients on like water from a tap.  Make it an every week reality rather than a spasmodic activity driven by immediate need.  Most lawyer business development efforts seem to come in fits and starts - one call to a prospect, one get-together with an accounting firm, one lunch with a client.  Invest in your profile, relationships, remind your target market that you're there and become "top of mind" when people need what you do.

Show your enthusiasm  -  put your passion out there
Successful competitors convey that they really want to help, are truly enthusiastic about the business opportunity, and that they'll apply their expert passion in the client's interests.

Customise your strategies and tactics to fit each opportunity
Craft your efforts for the specific opportunity.  Do your research and tailor an approach which will speak directly to this prospective client.  One size does not fit all.

Competing for new work is not only a fact of professional life  -  it is vital to exercising power and control over your professional destiny.