Winning Legal Business from Medium-sized Companies

Medium-sized companies are the economic 'bread and butter' for many law firms. Yet, very few have a dedicated marketing strategy for targeting this vital clientele. With rising competition from other law firms, professional service providers, banks, insurance companies, and a growing range of online and offline products now available to medium-sized companies, securing their business has never been tougher. Managing Partner's report on Winning Legal Business from Medium-Sized Companies offers unique insight into this crucial market and how to capitalise on it through the development of a tailored marketing strategy. Drawing on original research the report reveals: * The unique needs and expectations of medium-sized companies; * Who makes the decisions in buying legal services; * How they look for and then select law firms; * What kind of service they class as good or bad; * How to approach key decision makers and what not to do; * The key communication, marketing and business development tools available, including: newsletters, websites, social media, PR, speaking engagements and press coverage; and * How to avoid the common pitfalls when marketing to medium-sized companies. Genuine accounts are featured from key decision-makers in a range of medium-sized companies on how they purchase legal services, along with the perspectives of leading law firm marketing heads and managing partners. You will also find useful appendices including: marketing checklists and questionnaires, and a sample marketing plan for targeting medium-sized companies and clients. Winning Legal Business from Medium-Sized Companies will help you build a competitive marketing strategy to successfully target this crucial market.