Watching what your competition does for client development is a basic principle for your marketing activities. It’s usually OK to borrow, copy and steal their ideas. For example, if your competition is another law firm, and they’re listed on Lawyers.com, then you better be there too. If they have a professional looking website, nice office, thoughtful logo or other impressionable, you should have the same. But, if you only borrow, copy and steal, you’ll quickly run out of ideas. At some point, you’ll reach a plateau, where you’re constantly playing catch-up. What’s worse, if you’re constantly changing gears and trying the next new shiny thing you risk forgetting what’s unique about your firm!
The solution? Stop and regroup.
Don’t worry about what your competition is doing. Instead, plan out your own client development strategies and work your plan. You’ll sleep better, and your competition will worry about you instead.
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Brian Farrell coaches sales professionals to move from the sales pitch to social selling. His clients earn new referrals, attract better prospects and win more business. Get free updates on social selling @ findtheclient.com.
