Clients are unhappy with the service provided by their law firms. Surveys reveal that 75% of the Fortune 1000 general counsels would fire their current law firm and hire another if they thought any other firm would do better. What an opportunity.

Instead of trying to “sell” clients and potential clients, try this. When I was the Construction Law Practice Group Leader at my old firm, I decided we needed a Client Service Policy. To prepare it, I went to clients and other contractors and asked them what areas of service were important to them. They were pleased to be asked and gladly shared their thoughts. This was a great “marketing” technique that was based on “serving” and “listening” rather than “selling.”