How to Take Your Law Firm to the Next Level如何让你的律师事务所，以一个新的水平

Three Powerful Reasons You Need To Check Out Michael's Traffic Videos 三种功能强大的理由，您需要检查了迈克尔的交通视频
* Simple (yet cunning) techniques that get your site on the map as fast as humanly possible and send masses of hungry buyers to your pages *简单（但狡猾的）技术，让您的网站在地图上快人的可能和发送饿了群众的买家到您的网页

Article source: http://www.kabish.com/ . 文章来源： http://www.kabish.com/ 。 Used with author's permission. 用作者的许可。

How to Take Your Law Firm to the Next Level如何让你的律师事务所，以一个新的水平
Third in a series of three articles第三次在一系列三篇文章

SO you've done such a good job at bringing in new clients to your firm that you're swamped with business, your firm is large and growing, and all parts of your marketing system are in place and running smoothly?所以你做这样一个良好的工作，使新客户到公司，你淹没在业务，贵公司是大国和成长，所有地区的营销系统已经到位，并顺利运行？ Congratulations!祝贺！

If you can confidently answer "yes!"如果您可以放心地回答“是！ ” to the following metrics, then you're ready to take your practice to the next level:下面的数据，那么你准备好你的做法是一个新的水平：

• Is your firm's mission perfectly aligned with your market? •贵公司的任务完全符合你的市场呢？

• Do your marketing efforts create exactly the relationship your customers most want and need? •你的营销努力创造的关系，正是您的客户最想要和需要？

• Are your services well packaged, presented with a What's In It For Me? •您的服务以及包装，提出一个什么在它给我吗？ punch, and priced at various levels?冲压，价格在各个层次？

• Do you know exactly where and how to promote your firm's services? •你知道确切位置，以及如何促进您公司的服务吗？

• Does your marketing system routinely and predictably create the kinds of new customers your business requires? •你的营销系统和可预见经常创造各种新的客户您的业务需要？

What happens next in many successful firms, however, is not good news.接下来将要发生在许多成功的公司，然而，是不是好消息。 Instead of sticking with what's created success in the first place, the focus shifts away from a marketing mindset.而是坚持什么创造的成功摆在首位，把重点转到远离市场心态。 Instead of being an essential lens through which people in your firm view their role, marketing as an every-day focus fades from importance.而不是一个重要镜头，通过这些人在你坚定地认为他们的作用，营销作为一项日常的重点从重视消失。 After all, why continue to invest the time and resources on marketing when you've got more business than you can handle now anyway?毕竟，为什么继续投入时间和资源在营销时，你有更多的企业比你现在能处理吗？ And shouldn't you spend time on what's now important, like internal operations, serving current clients, and other more urgent priorities?和你不应该花时间什么现在重要的是，像内部运作，目前的客户服务，以及其他更为紧迫的优先事项？

The answer is an emphatic NO!答案是一个有力的一氧化氮！ Not only will you erode all the hard work you've invested get to where you are, but it will be much harder (and expensive!) to turn your now larger and more complex ship around, once you lose that marketing mindset.你不仅侵蚀所有的辛勤工作您的投资获得你在哪里，但它将会更难（和昂贵的！ ）把您现在更大和更复杂的船舶周围，一旦你失去的市场营销观念。

The truth is, that once your firm gets more successful and, by definition, more complex, your energy and focus turn naturally more inward.事实是，一旦你的公司获得更大的成功，并通过定义，更复杂，您的精力和重点转向自然变得内向。 As your business grows, it takes on a life of its own in the form of meetings, policies, training, politics, and reports.随着您的业务的增长，它在其自己的活力形式的会议，政策培训，政治和报告。 The larger your firm gets, the more energy is directed inward - it simply takes more planning, management, and systems to keep things running smoothly.大贵公司得到的更多的精力是针对外来-它只是需要更多的规划，管理和制度，以保持平稳运行。

So how do you keep your firm from being consumed with internally focused activities?因此，你如何让您的公司从国内消费的重点活动？ By developing and executing a strategy to…通过制定和执行一项战略，以...

Keep your firm's mission alive, real, and relevant in the marketplace.请贵公司的使命活着，真实的，相关的市场。 Think of your firm's mission as the "magnetic north" in your compass.想想你公司的使命是“磁北”在您的指南针。 For everything you do, constantly ask, "what difference does this make in the lives of our customers?"一切你做什么，不断地问： “什么差异，这使生活在我们的客户？ ” If it makes no difference (or the wrong difference), then why are you putting resources into it?如果它没有差异（或错误的区别） ，那么你为什么把资源投入呢？ Build this line of questioning into decisions you make and resources you allocate.建设这条线的决定提出质疑到你和你的资源分配。

Create and maintain laser-like internal alignment with your external mission in the marketplace.创建和维护激光一样的内部配合您的外部任务的市场。 Everyone's job should have a direct connection to serving the customer.每个人的工作应该有一个直接连接到服务的客户。 That means tying rewards and consequences to how everyone at your firm contributes to building client relationships.这意味着，搭售奖励和后果如何大家都在您的公司有助于建立客户关系。 Even if someone has no direct client contact, they're supporting someone who does.即使有人没有直接的客户接触，他们支持的人谁做。 Connect the dots between what they do and what it means to the client.连接点之间他们所做的事情和这意味着什么给客户端。

Create new customers for old packages.创建新的客户旧软件包。 Chances are, you haven't saturated your current target market.机遇是，您还没有饱和您当前的目标市场。 Don't let the basics that got you to your current level of success fade away.不要让这一基本得到您到目前水平的成功消失。 And what about new target markets?什么新的目标市场？ What successful services do you have that you could offer to another segment?哪些成功的服务你有，你可以提供给另一部分？

Create new services for old customers.创建新服务的老客户。 Do a little research…ask people on your "front line" what they think your customers need.做一些调查...请问您的人“前线”他们认为你的客户的需要。 Ask your customers directly or hire an outside firm to ask for you.问问你的客户直接或聘用外部的公司来问你。 Find out why you won and lost business.找出你为什么韩元和失去业务。 You'll be surprised, inspired, and motivated by what you learn.你会感到惊讶，鼓舞，动机是什么你学习。

Create new packages for old services.创建新的软件包老服务。 Take what you know or do and put it into a new format or offering.采取什么你知道或不把它变成一种新的格式或提供。 You can create workshops, CDs, e-books, mini-books, on-line content, workbooks, checklists, and more out of just about any professional content you know or work with.您可以创建研讨会，光盘，电子图书，微型书籍，网上的内容，簿，核对表，并更多的只是任何专业内容你知道或工作。 Think beyond just charging an hourly fee for your services.想超越收费每小时收费为您服务。 "Productize" what you know by offering people helpful tools they can use. “ Productize ”什么你知道的人提供有用的工具，他们可以使用。

Ensure you and your leadership team are role models for the rest of your firm on how to create lasting relationships.确保您和您的领导班子是榜样其余的公司就如何创造持久的关系。 What behaviors, words, standards, and approaches create lasting relationships with both clients and employees?哪些行为，也就是说，标准和办法创造持久的关系，客户和员工？ Make sure your senior team walks the talk and, if they don't, fix the problem.请确认您的高层团队各界谈论，如果他们不这样做，解决问题。 If you can't model how to create lasting relationships at the top, others are less inclined to do it well.如果你不能示范如何建立持久的关系在顶部，其他人不太愿意做的很好。

Deliver on your firm's brand promise through solid practice management.提供您公司的品牌承诺通过扎实的管理实践。 The mark of a true professional is when your firm's own act is together.标志一个真正的职业是当你坚定自己的行为是在一起。 It's not enough to be experts in your field, backed by the credentials and experience that are important to your target clients.这是不够的，是专家在您的领域，支持的证书和经验，是很重要的您的目标客户。 You must also engage in continuous learning about your profession, your clients' industries, and how to professionally manage your firm.您还必须进行不断的学习有关您的职业，您客户的行业，以及如何管理自己的专业公司。 Your firm's leadership must act as a role model for how you want to be perceived in the marketplace.贵公司的领导必须作为一个榜样，如何你想成为自觉的市场。 Are these high standards to set for your firm?这些高标准设置为您的公司？ Absolutely.当然可以。 But then again, you've already proven you do the basics well.但后来，你已经证明你的基本良好。

Resting on your laurels will only go so far.静在您的成就将只能迄今。

Sooner than you think, loosing your focus on marketing will put you back to square one, scrambling for clients and worried about cash flow.早于，你觉得失去您的重点放在市场营销将让你回到起点，争夺客户和担心现金流。

Except this time, the stakes are higher, your profile in the marketplace is higher, and you have a lot more to lose.除这个时候，风险高，您的个人资料在市场上较高，你有更多的损失。 So why go there?那么，为什么去那里？ Take your firm to the next level, and be confident you won't have to look back!您的公司采取的一个新的水平，并有信心你将不必回头！

References参考文献

Putman, A. Marketing Your Services.普特曼，字母a.行销您的服务。 New York: John Wiley & Sons, 1990.纽约：约翰威立国际出版， 1990年。

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