Law Firm Marketing

If Marketing for Lawyers was Easy Everyone Would Do It

There is a dirty little secret that most people who work on marketing for lawyers keep from their clients.  They keep this secret because once they reveal it, 95% of the attorney population won’t hire them. 

Before I tell you WHAT the secret is, let me tell you why it is important to me that you know it:

I only want to work with the best lawyers.  I only want to work with people who take their law firms from GOOD to GREAT.  I only want to work with ethical people who improve the client’s condition. I am hoping that if I share this secret with you, the best lawyers will act on it and the complacent masses will continue to toil away, content with living a shallow life of unfulfilled potential.

The Secret

Marketing for lawyers requires a great deal of effort.  There is no easy way to find and engage hundreds of clients. There is no magic formula for success.  You can’t go to sleep at night and wake up in the morning with a waiting room full of clients.

Well, let me rephrase that:  There is a formula.  It goes like this:

Go to sleep.  Wake up.  Work your ass off.  Go to sleep.  Repeat for several months.  Wake up with a lobby full of clients.

I know this is not what others are telling you.  I know there are people out there who promise you the magic beans that will help you grow your law firm while you sleep.  Unfortunately, it is just not true.

The Reason this is Good News

This is good news for 5% of the attorney population.  It is good news for the people who get it.  It is good news for the people who want to put in the work.  Here’s why:

If you consistently work on marketing over a sustained period of time you will get results.  Clients will be drawn to you.  You will achieve a significant return on the investment of your time.

If you consistently work on marketing over a sustained period of time you will create a significant barrier to entry for your competition.  Catching up will be difficult for them.  They will not want to put in the time and effort you put in.  Or they may focus on the wrong things.  Or they may be a step behind.  All you need to do is innovate faster than they can copy you.

If you consistently work smart on marketing you will have your choice of clients.  Attorney marketing systems deliver qualified clients to your doorstep.  You simply need to select the right clients for your law practice.

If you consistently work on marketing you may be able to change your lifestyle.  Once you realize that developing marketing systems is the key to law firm success, a whole new world will be open to you.

But first you have to do the work.

At this point, I have either completely lost you, in which case you are only still reading because you are cynical, or you are intrigued (or at least a little interested in marketing for lawyers) and want to learn more.  If you want to learn more, visit the website below.

Marketing for lawyers can be your key to making a great living and living a great life!

This is the website to visit:  http://milliondollarlawyersecrets.com/

How My Barbershop Lost a Client: A Marketing Lesson for Lawyers

I have been going to the same barber shop for about 4 years.  Since this is a luxury shop (they do haircuts, shaves, massages and spa treatments for men) and they offer a good experience (they serve beer, wine and tasty snacks) I never had a problem paying a little more for a haircut.

During the three years of my patronage of this shop I would go in for a haircut about once a month.  About a year ago my barber left to work somewhere else.  When this happened the owner of the shop called me personally and asked me to stay with the shop and try out the new barber they brought it.  I was impressed by this proactive gesture so I gave the new guy a try.  I am glad I did.  He is a good guy who loves sports and has an interest in the same teams I follow.

After a few visits, this gentleman suggested that I come for a haircut every two weeks.  I wear my hair very short and waiting four weeks to get it cut can make my hair look unruly.  The barber talked with the owner of the shop and they agreed that every two weeks I would get a haircut I would pay half of what I paid for the monthly visit.  This meant I was going to pay the same amount each month for more visits.  I was thrilled.

Last month the shop was sold.

The new owners sent out an email announcement stating that buying this shop was “fulfilling their lifelong dream of business ownership”.  The announcement was all about them.  It didn’t thank the customers.  It didn’t give us any introductory incentive to come in and meet the new owners.  In fact, it didn’t mention anything at all about the clientele.

I went in for my first haircut and the new owner immediately tried to up-sell me into getting a manicure.  I’m not the manicure kind of guy but there was no irresistible offer (coupon to try it for free, etc.).  It was just suggested that I try it because the manicurist was really good. Again – about them, not the client.

After fending off the hard sell I met with the guy who actually cuts my hair.  It was then that he dropped a bombshell on me.  No longer could we do the two visits per month at the agreed upon price.  A haircut was a haircut.  Full price must be paid every visit.  When I raised the issue with the new owner I was told the same thing.  A haircut is a haircut.  Same shop.  Different experience.  Bad feeling.

So what does this have to do with marketing for lawyers?

Attorneys often treat their clients the same way.

The marketing only focuses on what the lawyer has to offer.  It doesn’t take into consideration the client’s needs or wants.  The attorney doesn’t give the client any incentive to make a decision.  He simply says: “This is what you need to do”. And the surprises that come with hourly billing (just like the surprise of my haircut price doubling) are killers of good client relationships.

Now I need to go look for a new barber.  This is a minor inconvenience for me and about a $1,000 per year loss for the barber shop.

Think about the experience the client has when he interacts with your firm.  Could you spend more time talking about his needs?  Could you give him an incentive to do more legal work with you?  Is there a better billing option you could have provided that would have made him feel less “ambushed”?

Marketing for lawyers is all about relationship building.  Put the relationship first and offer a great experience.  If you do your income will never receive a haircut.

Late Night Debacle is a Lesson on Writing an Attorney Marketing Plan

Once again there is trouble on the late shift.

In case you have not been following entertainment news, here is a brief overview:

In September 2009 the NBC brain trust moved Jay Leno into a one hour show at 10PM.  This move dislodged him from the Tonight Show (which he hosted since 1992).  Conan O’Brien became the new Tonight Show host.   The NBC Brass loved the move since they were able to profitably sell the new 10PM show to advertisers.  (A talk show is much cheaper to produce and air than a scripted show with an ensemble cast). 

As it turns out, nobody likes watching Jay Leno at 10PM and only a few people like watching Conan on the Tonight Show.  The affiliates (television station owners) are really angry.  NBC screwed up royally and they needed to fix it. 

So what did they decide to do? 

They tip toed around behind the scenes and opened negotiations with Jay to move him into a 30 minute show at 11:35PM (that is currently when the Tonight Show starts).  This means the Tonight Show would need to be moved back a half hour.  Once Conan got wind of this he was not happy.  Although an agreement is imminent, the drama played out on TV, in the newspapers and on line.  In the end, it will cost NBC tens of millions of dollars and much more than that value in talent (Conan will probably end up leaving).

Here are three things we can learn from this mess:

When something works, stick with it until it stops working.  Don’t tinker with it just because you can.

Conan O’Brien always wanted the Tonight Show and he has demonstrated that he would wait for it.  His contract was not up yet and neither was Jay’s.   The ratings for both shows were good.  But NBC wanted to cut costs during the 10PM hour.   So they made this ridiculous deal with these guys.  They messed up a good thing. 

We do this kind of thing all the time.  We come up with a client acquisition tactic that works and then we tinker with it.   

What do I mean? 

You go to a networking event, you meet a few people, you follow up with them and you get new business.  But then you don’t go to another event for six months.     

You give a speech and it results in a couple of good new clients.  Instead of looking for other venues to give that same speech again, you decide to give a different speech that doesn’t work as well. 

When something works, stick with it until it stops working.  If you give a speech to a group or trade organization and you receive a positive response, give that same speech to a different group (within the same industry).  If networking brings you new clients, stick with it until you simply can’t shake another hand.

Don’t mess with things that are working just for the sake of making a change.

Put the client at the forefront of any new business strategy.

NBC thought they knew what was best for the viewers of late night television.  Magically, this aligned with their desire to cut costs.  It appears that NBC wanted to do what was best for NBC and the viewers’ desires were secondary.

Every day you face choices that affect the wellbeing of your law firm.  It is easy to make those choices when they are black and white - either good or bad for your client.  It is not easy to make those choices when they are grey. 

Always be guided by giving the client the greatest value for their investment in you.  This is the most powerful advertising strategy you will ever employ as it is the key driver of word of mouth.   

Do what you love because you love to do it.

Both Jay and Conan are making light of their situation.  They realize that it provides them each with an opportunity to get some laughs.  And that’s what they love to do, regardless of when they appear on television.

If you don’t enjoy being an attorney (at least 80% of the time) you need to make some changes.  Your passion for your profession and your desire to help your clients will make all the difference in the results you get. 

Ultimately, the current late night television situation will be a footnote on the careers of both of these gentlemen.  It is media fodder now but it will all be forgotten with positive ratings results.   But this debacle for NBC serves as a reminder that good planning is far more valuable than most of us realize.

Think things through from every possible angle.  Most of the time big mistakes are just not this funny.

Your Law Firm is Leaking

Each and every month you lose influence over your clients.  Each month some of the people who have paid you the highest fees or done the most work with you become less and less interested in you. Each month your stellar reputation fades a little more in the minds of the folks who refer you new clients   And most people are probably not doing anything about it.

Why?

Because most people are lazy.

You lose 10% of your influence with your clients, prospects and referral sources for every 30 days you do not have contact with them.

This means ten months from now, the great client you had lunch with today will have forgotten all about you.  It means the doctor who sent you that great referral last week will have a hard time remembering what you do for a living.  It means the business owner you met at the networking event yesterday will not recognize you if you hit him with your car next spring.

So what is the solution?

The answer is to start communicating with these people.  Each month you should have some kind of communication with your clients, prospective clients and referral sources. This communication can be a newsletter, it can be a card or it can be a phone call or an email.  It really doesn’t matter how you interact with them.  You simply want to remind them that you are here and ready to help them and the people they know.

Some people will say: “I don’t have the money!”

Do you have a real business or are you just playing around?  You need to invest money in your client acquisition efforts in order to develop a real business (a law firm is a business by the way).
It costs less than a dollar to purchase and mail a greeting card each month.  It costs about $2 to send out a printed newsletter (in small quantity).  Email is practically free – just type and hit send.

But some people will need to be convinced.  Here’s how the math works:

You mail 1000 newsletters at $2 each (the cost for printing and mailing).  You mail 1000 greeting cards at $1 each.  You type and send 1000 emails to the people within your database (only to those from whom you have received permission).  You do these three things every month.  That is a total monthly expense of $3000.

Let’s say it takes you three months to see any business from these efforts.  So you have spent $9,000 in keeping up with the most valuable 1000 people in your database.

On the first day of the fourth month you get a client as a direct result of these efforts.  This client is your average client.  And your average client pays you $10,000 in fees.

Was your investment worth it?

Yes.

Will you get more than one client from these efforts?

Most likely.  There is a cumulative effect to this kind of system.  After about six months you will start to see more and more interest in your services.  It takes some people a little longer to absorb the information and react.

Will you get more clients by doing this compared to doing nothing?

Definitely.

What are you waiting for?

If you need a kick in the rear end and want some help in setting up this type of system, give me a call.  If you want me to show you how, I will.  If you want me to set it up, I will.  If you want me to do this for you each and every month I will.

You can be lazy and outsource this system to me or I can show you how to do this for yourself.  The choice is yours but doing NOTHING is the worst choice you can possibly make.

Call now. 1.888.692.5531

Thoughts on Motivation, Lawyers and Marketing

I am a marketer and business strategist.
 
I am good, some would say excellent, at helping attorneys attract and retain clients.
I didn’t always work with lawyers.  For a number of years I worked with business owners, managers and executives in many industries.  My only guidelines for accepting new clients were that their business was operated in a legal, moral and ethical manner.

I made a decision to focus exclusively on working with attorneys.  I did this because I felt there was an underserved need for business fundamentals, strategy and marketing savvy in the profession.
 
That assumption was correct.

I don’t question the motivation of anyone who chooses to become a lawyer.  Some folks go into the law because they want to break new ground – set precedent.  Some folks become attorneys because they have a desire to help others.  Some folks become lawyers because they want to make a lot of money.  Some folks are motivated by all three things.
 
I have worked with people who are motivated by each of these factors.  Marketing and business strategy can help an attorney no matter what his/her motivation.
Here’s how:

For the lawyer who likes to break new ground:  We develop a strategy for attracting the kinds of matters that are likely to need new precedent in order to be successful. We then position the attorney (marketing) as the logical choice to help the client in this particular predicament.
 
For the attorney who wants to help people:  Finding someone to help is generally not the hard part.  Finding the RIGHT someone to help can be difficult. If you work in private practice you can only take on a select few cases pro bono.  This means that you need to attract the majority of your clients from a pool of people you can help who can actually pay you something.  Finding those people and getting them to hire you is where marketing and business strategy are helpful.

For the attorney who wants to make lots of money:  Identifying, attracting and retaining the best clients with the highest value are great uses for a sound business strategy and good marketing.
 
I am essentially making two points:

• Marketing and business strategy are not the enemy of a good lawyer. If they are used correctly, they can help any lawyer in private practice.
• Nobody has the right to question your motivation as long as you operate in a legal, moral and ethical manner.

Attorneys love to argue about marketing and motivation.  They love to bash their fellow attorneys who have made their law firms into large productive businesses.  I don’t partake in those arguments because I am personally in business for all of the reasons I outlined above.  I like helping people (and many attorneys desperately need business help).  I like doing new things in my field (setting precedent).  And I like making money.  I find that the people who judge my motivation are usually envious of my success in any or all of these areas.
 
One of my first mentors once told me that people who complained about someone making “too much money” were people who didn’t have any money themselves.  I wonder if the same is true of people who question the motivation of someone who does their job because of the money they make…

In a perfect world we would all do what we love and make as much money as we wanted while doing it.  Until that world exists I’ll keep helping the people who show up regardless of why they came to me.

Dave Lorenzo
888.692.5531

Five Things Every Law Firm Should Guarantee

Most businesses are afraid of guarantees.  The believe that people will take advantage of them way too often and drive firm into the ground.

Law firms are no different.

In most states law firms cannot even allude to the potential positive outcome of a matter without facing severe penalties.  So you can forget about guaranteeing anything…right? 

Wrong!

The state bar rules, in most cases, do not forbid SERVICE LEVEL GUARANTEES.  They forbid outcome guarantees.  Your law firm can guarantee that you will treat your clients with respect and common courtesy.

Many of my clients (I only work with lawyers) have strong guarantees and they ask their clients to hold them accountable.

Here are the five things that every law firm should guarantee:

A Return Phone Call

I hate the fact that most attorneys do not return phone calls in a timely fashion.  I do not care how busy you are, I do not care if you spend your entire day in court, I don’t care if you commute 3 hours one way to work; all client phone calls should be returned within two hours.  Period.

You don’t have to personally call your client back (it would be great if you would).  But your assistant should call people back within two hours and schedule a return call to your clients at the next possible opportunity.

By they way there is no excuse for ever letting a client go beyond 24 hours without a phone call.  If you don’t get out of work until 10PM, call then.  The client will be glad you did.  They will not be upset when you interrupt their TV shows.

Proper Preparation

I have seen many attorneys walk into the lobby of the courthouse and get introduced to their client for the first time.

Sorry but that is crap.

Proper preparation means having at least one conversation with your client before they put their legal future in your hands. 

It also means that you have read the file before walking into the meeting with opposing council for the first time (yep I’ve seen and heard about that a few times too). It also means proof reading the settlement letter before sending it – you know – to make sure that the client’s name is spelled correctly…

An Answer to Every Question

You must give your client an answer to every question he/she asks.  Helping your client understand what is happening to him/her is an essential part of your job.

If you don’t know the answer to the question at that moment, simply say: “I have to do some research before I answer you.”  And then get back to them as soon as possible.

That’s not only a nice thing to do, it’s your job.  You work for the client.

Attorney Timeliness

No one client is more important than any other. 

If they are you should choose not to represent the lesser of the two clients because they deserve someone who will give them their full attention.

Be on time. 

Just like the phone call situation – there are few acceptable excuses for being late to a meeting.

The Right to Speak with the Boss

All clients should have the right to speak with the ultimate decision-making authority in the firm.

If you are a solo or small firm attorney then you might want to consider a “speak your mind guarantee”.  This is a guarantee that states that if the client is ever not happy with something, they have the right to speak their mind and not worry about any repercussions.  Of course this is not the same as introducing an objective third party into the situation, but it demonstrates your concern for the feelings of the client.

So just what happens if you let the client down? 

What happens if you fail in one of these areas? 

In most cases, the attorney agrees to forgive some portion of the fee. 

That’s right; they put their money where their mouth is.

These five items are foundational elements of client service.  If you are not guaranteeing them, there is only one reason:  You are scared that you cannot control yourself enough to treat people properly.

Why don’t you implement this five point guarantee today?

Need help?  Call me.  Dave Lorenzo 888.692.5531

Law Firm Marketing Numbers You Need to Know

Law firms of all sizes need to look at three numbers to determine the overall health of the firm’s marketing efforts.  Those numbers are:

1). The client lifetime value for each client that works with the firm.
2). The return on investment of the firm’s marketing dollars
3). The average cost of acquisition of a new client.

Here’s how you calculate those numbers:

Client Lifetime Value

Calculate the total amount of dollars you have billed to the client. Add in the referral business this client has brought to your firm over the years. 

Divide the total dollar amount by the number of years they have worked with your law firm.

Return on Investment

Take the amount you have made as a result of a particular marketing tactic or campaign and divide it by the amount of money you invested in employing that marketing tactic.

Return on Investment (ROI) is calculated at the tactic/campaign level.

Client Acquisition Cost

Client Acquisition Cost is calculated at the enterprise level.  In other words, you should track the overall client acquisition cost for your entire law firm.  To calculate the client acquisition cost you take the amount you invest in marketing and divide it by the number of clients.

There is a dirty little secret to successful marketing that many law firms do not understand.  That secret is:  If you cannot measure it, you shouldn’t do it. 

When it comes to marketing, if you cannot measure the results, you should not invest the dollars in the marketing campaign.

Can you measure the number of people who read a Yellow Pages ad?
Can you measure the number of people who see a sign on the side of a bus?

If you can’t measure it, don’t do it!

If you’d like additional details or if you need help with you marketing, please call our office at 888.692.5531

How to Manage Technical People When You’re Not One

The world as we know it has changed.  Technology has ushered in a new era of products and services that have altered, not only the way you communicate with your friends and family, but also how you communicate with your clients.  Most attorneys can turn on a computer, send an email, and create complex legal documents, but when it comes to configuring computer software and writing code for a website, most law firms will need the help of a professional.
 
If you’re not a technically inclined person, then keeping up with the changes in technology can be daunting.  While most lawyers are analytical in nature, they are rarely technological experts because keeping up with technology is truly a full time job.  At some point or another you will either find yourself managing a technical staff member, or you may need to hire an hourly technical person to help set up your computers, build efficient websites, figure out how to send electronic newsletters to clients and more.

Sometimes, technical people and non-technical people have trouble communicating.  Instructions get misinterpreted, or changes are made to the original plan without discussion.  Assigning work to a technical person can be awkward for both parties.  The non-technical person is giving instructions and communicating expectations about an area where they are simply not well equipped.  The technical expert has to take direction from and sometimes be managed by, a person who just doesn’t get the new advances in technology.
 
Realize that technical people and non-technical people tackle problems differently.  Technical people tend to thrive when they are solving technical problems.  They view technical problems the way that many people view jigsaw puzzles or crossword puzzles, to them problems are interesting and fun.  Many non-technical people try to avoid technical problems.  Having your computer crash for no reason or getting a virus can keep you from meeting client commitments and can be simply annoying.
 
So, if you are talking to a technical person and they don’t respond as if the sky is falling when your law firm is having a technical emergency, it is because for them, the interesting part has just begun.  They are usually intrigued at the idea of spending the next several hours, days, or even weeks solving your problem for you.

Use clear details when communicating with technical people.  When communicating with technical people whether they are in your firm or outside of it, be as specific as you can be.  Leave no details for individual interpretation.  Be clear about whether or not you are asking for advice or specific answers.  Avoid phrases like, “I can’t get on the Internet,” or “My computer is acting funny.”  Instead say, “When I try to open my website by going to the start menu and clicking Internet Explorer, nothing comes up.  Instead I get an error message that appears on the desktop that says, ‘Error code 515: Action not allowed.’”

Write it down.  One of the best ways to make sure that critical details aren’t missed is to write things down.  This is especially effective for projects that will take more than a few minutes to complete. 
Before speaking with your technical person, let them know what you need, why you need it, and when you would like to see the task completed.  For instance if you are having someone set up a unique landing page on your website, be sure to explain to them how this landing page is going to be used and how you expect it impact your business.  Your technical expert may have some additional ideas about how the page should be set up and possible other uses.
 
Essentially, don’t let yourself fall into the trap of thinking that you know the best solution for technical problems if technology is not your expertise.  Open yourself up for advice and direction.
When speaking with the technical person about the project, make notes about the conversation.  Jot down how the two of you have agreed to get to the final goal.  Before the project starts, take your original notes on what you want, why and when you need it, add to this the details of what you and the technical person agreed upon.  Make a copy for yourself and one for the technical expert.  In this way, you are leaving nothing to chance.
 
Make sure that you’re talking about the same thing. Sometimes it feels like technical people have their own dialect.  They often use terms and phrases that seem very out of touch with the way that non-technical people communicate.  If you are going to have an ongoing relationship with a technical person or a team of technical people, then you need to make sure that you are all speaking the same language.  Some large firms may even consider having their technical specialists develop an in-house dictionary of common terms so that everyone is clear on the meaning of technical jargon.
When talking with technical people, if you change the subject, or if you move on to the next step or the next client, say so.  When they are speaking with you, repeat back to them what you think you’ve heard just to be sure that you are on the same page.

Don’t be ashamed to admit your confusion.  Even if you really think you will look like an idiot, just be honest when you are confused and be clear about what is confusing you.  Say, “What exactly do you mean when you say X,” as opposed to just saying, “I’m lost”.  Even though technology is not your expertise, it is important that you have at least a basic understanding of what your technical experts are doing.  Most likely, the technical person will be relieved by your desire to understand and will work with you until you do.

Remember that working for someone who doesn’t understand what you do is awkward.  Managing someone when you don’t understand what they do can be even more difficult.  Either way, you still have to make it work between you and your technical experts.  Follow the steps provided here to make sure that your communication and your projects stay on course.

Hiring and Managing Legal Assistants Part III: Working Together

Hiring a legal assistant can be one of the smartest decisions your solo practice ever makes.  Many attorneys feel that legal assistants are an extravagance reserved only for large law firms.  The truth is that attorneys in small law firms can often benefit more from having a legal assistant than the attorneys in those large firms.  Attorneys in solo practices and small law firms often have no one to pick up the slack when challenges arise.  To learn more about how to hire a legal assistant, read the other two articles in this series called “Hiring and Managing Legal Assistants Parts I and II.”

Once you’ve hired your assistant, you will need to do a few things to ensure that your get off to a good start.  Remember that your legal assistant is a partner, a critical member of your team.

Spell Things Out

Be crystal clear with your legal assistant about your expectations.  Don’t assume that they will understand what you want or why you want it.
 
Decide together how often you want to be updated on projects.  Have a weekly meeting or connect once at the start of each day, depending on what works best for the two of you.  Find a communication balance.  Checking in with each other too often can lead to a lack of productivity.  However, not checking in often enough can lead to projects getting off course.  The more that the two of you work together, the easier it will be to find a natural flow of communication.

Remember that no one is perfect

Prioritize.  You’re not hiring a best friend or looking for a life companion.  While you may not generally like outspoken people, it may just what you need in an assistant.  You want a legal assistant who is bold enough to tell you if they see trouble on the horizon and you want them to have the guts to handle it if you’re not around.  Many assistants will simply act as if their job was to record the disaster.  You want someone head strong enough to make last minute decisions, even if it is an area where they have yet to receive proper training. 

Don’t Keep Secrets from You Legal Assistant

If you want your firm to fail, keep your assistant in the dark.  Your assistant is your ally, not your enemy.  If you can’t trust them with sensitive information then you need to get someone who you can trust.  Your assistant will be tasked with making decisions everyday on your behalf.  Let your assistant get into your head.  Help them to understand not only what you are doing, but why you are doing it.  You want to feel that, when you leave the office for meetings and litigation, you have left a small version of yourself behind.  Your legal assistant should be someone who can, to some degree, handle things while you’re unavailable.

A competent legal assistant should know you and your style well enough to write your blog, send out your newsletter, and even seek out networking and speaking opportunities for you.  They will also need to know where you plan to take your firm and your plan on how to get there.

Maintain Boundaries

Don’t fall into the trap of thinking that your legal assistant is going to become your best friend.  Sharing too much of your personal life will get in the way of work.  Maintain a courteous and professional relationship to ensure smooth sailing.  Getting too close can lead to problems between the two of you that are not work related.  Since you hired an assistant to ease your burden, don’t add to it by letting the relationship get complicated.

Read up on Human Resources Law

Every state has different guidelines for hours, overtime, vacation, communication etc.  Be sure to have a general idea of what things are and are not acceptable in your state.  Be sure that your work conditions meet OSHA standards.  The last thing you need is a lawsuit because of an unnecessary work injury.

Invest in Your Legal Assistan

If there is new software that could make your legal assistant’s job easier, buy it and get your assistant trained.  Remember, that these types of investments will almost always pay off in the end.  You will find that as your assistant’s skills grow, so will their levels of responsibility.  The goal is for you to pass off things that can be done by someone else, so that you can focus on the things that only you can do for your firm.
 
Making the decision to hire a legal assistant is a big step to take.  Be sure to plan before you start your search.  When you do search, be thorough as you screen applicants and up front about your own expectations.  Additionally, develop a strong relationship with your legal assistant from the start.  Realize that a good legal assistant is more of a team member than an employee.  Lastly, enjoy having some extra time on your hands.  Use it to find new and innovative ways to grow your practice and deepen your expertise.

Hiring and Managing Legal Assistants Part II: The Hunt

Eventually, the attorneys in almost every solo practice or small law firm will come to the realization that they require the help of a legal assistant.  Hiring someone to come into your law firm, communicate with your clients and have access to your firm’s most delicate information should not be taken lightly.  There are several key steps attorneys should take before they start the search for a legal assistant.  To learn more about them read the first article in this three part series called “Hiring and Managing Legal Assistants Part I: Have a Plan”.
 
Once you’ve decided to hire a legal assistant for your solo practice or small law firm, and after you have planned out what tasks you will need them to take over for you and the salary and benefits you can offer, it’s time to begin the hunt.  Finding just the right legal assistant is important.  If your firm hires someone who just isn’t a good fit, you may have difficulty letting them go from the firm.  Then once you do let them go, you’re back to where you started in the first place.
 
Take the time to perform a proper search, so that you can get the right legal assistant the first time.

Know Where to Look

One of the best ways to find a legal assistant is the old fashioned way, advertise the position.  Put an ad in the paper and on Internet job boards like http://www.monster.com.  You can also go to sites like Monster and view the resumes of legal assistants who are looking for work.  Another great way to look for an assistant is to network.  Let friends, family, and even clients know that you’re growing and that you’re in the market for an assistant.
 
There are staffing agencies that specialize in providing firms with legal assistants.  They place a temporary legal assistant with you and the two of you work together for anywhere from 30 – 90 days, during which time you pay the agency a high hourly rate and then they pay the assistant after taking out a percentage.  If all is well and you want to hire the assistant, then the staffing company will charge you an additional finder’s fee.
While it may sound tempting to use an agency, they charge a lot of money and almost anyone can register with them because their screening process is not very difficult to get through.  The upside of using an agency is that you get a try before you buy.  If the assistant isn’t a good fit, you can just call the agency and they will send you a new stack of potential candidates. 
If you have the funds, then go ahead and use an agency, but you should still conduct phone and face to face interviews with all potential candidates.

Be specific in your advertisement

Be as clear as you can with potential candidates about what you think their duties will be.  If you need someone who will be willing to work the occasional nights and weekends, be upfront about that as well.  The more detailed you are, the more likely it is that you will find someone who will be a good fit for you and your firm.

List a salary range.  There is definitely a lot of controversy about whether or not salary ranges should be listed in a job advertisement.  However, at the end of the day, most people work because they have bills to pay.  If the salary that you’re offering is $10,000 less a year than what a potential applicant needs in order to support themselves, then interviewing them is a waste of time for both of you.
 
Review resumes carefully.  If a resume is chock full of misspellings, then you know that the applicant is not detail oriented when it really counts.  If you want a legal assistant who will be able to write for you or do research and present it to you in a well organized document, then make sure that their resume reads well.  It should have a flow, use logical language, and common yet professional phrases.
 
Look for gaps in employment and bouncing around from one job to another.  However, keep in mind that the era of employees staying with the same company for life has passed.  If your applicant changes jobs every 2-3 years, they may only stay with you that long as well.  Many people see each job as a stepping stone to the next one.

The Interviews

Plan to do a phone interview.  A phone interview is a great way to weed out applicants who just don’t fit with your firm.  The phone interview doesn’t have to take more than a few minutes.  If they sound unprofessional, easily confused, or hard to understand, you already know that it isn’t worth meeting them.  Phone interviews may feel like an unnecessary step, but in reality they can cut down on the number of applicants that you actually end up having to meet with face to face.

For the face to face interview, come prepared with a series of questions.  A strong applicant should also have questions for you.
 
Once you have narrowed it down to a few candidates, check their references.  References can often provide useful information about the strengths of the candidate.
 
The Offer

Be prepared to negotiate the salary.  Ideally they won’t try to get a higher salary than what you’re comfortable with because you listed a range in your advertisement.  If for some reason you really want this candidate, but they want more than what you’re comfortable paying, be willing to negotiate in other areas.
 
You can offer an extra week or two of vacation.  If you work in a building that has inadequate parking, you can offer to pay for them to park in a spot that is close to the building.  You could also offer to increase their salary once they have finished the probation period.  You could even offer them a flexible working schedule if it would not cause a problem for the firm.

Looking for the perfect legal assistant can be challenging.  Use the steps provided above to make sure that you don’t miss a beat in your search.  To learn how to handle those first few weeks, read the last article in this series entitled “Hiring and Managing Legal Assistants Part III: Working Together.”

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