‘It’s almost impossible as a consumer to be able to differentiate one law firm from another. I can’t tell you the number of websites I’ve looked at which describe the firm as “modern with traditional values, forward-thinking with a focus on customer service…” .’ That sort of stock phase was ‘repeated ad infinitum’. ‘If you’re a member of the public it’s almost impossible to choose between firms and that is why they start thinking: “If I can’t tell the difference, I might as well just get the cheapest.”’
Craig Holt – QualitySolicitors.com, The Big Bang Report.
How can solicitors stand out from the crowd to build a distinctive and thriving business? In this first post of a series I am going to look at opportunities for law firms to create a distinctive niche for themselves, so that they can compete effectively in the post Legal Services Act market.
Opportunity #1: Speed
Countless of successful businesses have been built on the premise of doing things more quickly than the competition:
- DHL took international parcel delivery and guaranteed next day delivery
- Snappy Snaps took photo processing from days to hours
- Kwik Fit built a brand out of being fastest for tyre changes
The nice thing about all these is that time pressed customers will typically pay a premium for rapid service. If I were a law firm I might be thinking about offering 30-minute wills, 15-minute lunchtime speed appointments, and for businesses, maybe things like contract reviews with guaranteed same-day turnaround.
What do you think?