Segmentation is the process of dividing all your accounts into 3 or 5 prioritized categories (like High, Medium, and Low). Revenue levels usually determine the priority of an account, but other factors can include client-generated referrals or client prestige.
Five Reasons to Segment your Clients
- Segmentation helps you to create appropriate law firm marketing strategies
- You will be able to allocate your legal marketing time and resources more effectively
- Client segmentation provides guidance on account prioritization to fellow attorneys and other staff members (although you don’t want to openly publish your prioritization strategies)
- Common characteristics of your best accounts can help you target similar clients for new business development
- Not every account is a good one. It's OK to fire your low level accounts (within ethical guidelines, of course).
Client segmentation, cross-sell, and up-sell techniques are just a few of the many topics covered in the 2nd edition of the legal marketing book "Courting Your Clients: The Essential Guide to Legal Marketing." Click on the title to order your copy today.
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