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Focusing on relationship building is one way to attract ideal clients to a law firm, Toronto critical injury lawyer Patrick Brown tells Lawyers Weekly.
As law firms grow, partners often begin to concentrate on how to bring in the specific types of clients they want, says the legal publication. The challenge, says the article, is developing and following a plan for attracting that ideal client.
“Don’t be a volume operator,” Brown, partner with McLeish Orlando LLP, tells Lawyers Weekly. “That just means that the quality will drop and you won’t enjoy the profession that you’re in.”
Reaching out
McLeish Orlando, which deals strictly with critical injury cases, has had success over the years in bringing in its ideal clients by networking and reaching out to other lawyers, former clients and medical professionals, says Brown.
Brown says that by maintaining quality service and obtaining good results, those networks are pleased to refer people who need help.
The firm also attracts a lot of ideal client referrals because the firm’s lawyers do a lot of teaching at conferences for medical professionals who want to learn how to write reports or be an expert in court, Brown says in Lawyers Weekly.
“We’ll market that way so they know we’re out there,” he says. “A lot of them have seen what we do and, eventually, if they know somebody that’s been extremely hurt, sometimes they pass on our name.”