Camila Machado
Head of Business Development, Commercial, Marketing and Communications.
Consistency and commitment to clients must always be the focus of legal work. We are in a completely dynamic market, where the demand for strategic assistance has become paramount as a decisive factor in adding value to the business. In this scenario, far beyond trying to win the case for the client, it is necessary to incorporate innovation into organizational processes in an intelligent and procedural way – transforming lawyers into true business managers.
Good technical training is no longer the only requirement for the prosperity of professionals in this field, and the essential need has emerged for comprehensive corporate management which, as well as aiming to establish commercial strategies that bring in a larger client portfolio, achieves the same goal through a powerful tool for any enterprise: empathy.
Modern consumers are differentiating their preferences, making them more demanding and rigorous in terms of various criteria when purchasing products or services. It’s no wonder that many law firms are investing inbusiness development departments to help with this mission, looking for the best strategies and governance to improve internal routines in favor of truly transforming the legal business.
Among all the best actions towards this goal, personalized service has already proven to be a powerful weapon for corporate prominence. According to data released by The State of CX Maturity 2021, innovation based on customer experience is considered by 93% of entrepreneurs to be necessary to protect their business from competitors. All lawyers need to broaden their business vision, understanding the importance of putting themselves in the client’s shoes to gain a clearer view of their needs for the ideal solution for each case, with the aim of offering a better experience.
Strategic planning is the key to transforming these professionals into true business managers. By building their planning, lawyers have the opportunity to delve into very strategic administrative issues to define the best actions that will bring not only the much-desired competitive edge, but the sustainable growth of the firm with a long-term vision.
This and many other actions also contribute to a definition that is more coherent with the needs of offices and consumers. Based on a thorough study of the market and the profile of each company’s clients, it is possible to align the value of the service provided with a cost-benefit ratio for everyone involved. Nowadays, it’s not enough for lawyers to have excellent technical skills . Knowing how to negotiate the value of your services has become essential. Some lawyers still find it difficult to draw up the ideal proposal, because they don’t put themselves in the client’s shoes to really understand the impact of their work on the business. Without this exercise, negotiation becomes too price-oriented and not enough value-oriented.
Another important factor is fostering partnerships with other firms. Creating a well-structured partnership program results in many benefits overall. Internally, it fosters commercial opportunities that the in-house team alone would not be able to reach, as well as the opportunity to count on other technical specializations that will make up the ideal solution for the client, resulting in benefits for everyone.
Given the impossibility of direct advertising involving the services provided, commercial governance must be the strategic focus to guarantee better results. With the right organizational structure, all internal processes run much more smoothly, making it easier to solve problems more efficiently.
Winning new customers amidst such high demands may seem like a complex mission – but it is entirely possible to achieve it successfully by combining the technical training of professionals with a strategic vision of business management. In this way, not only will customer service be favored, but all the firm’s prospecting will achieve excellent results, bringing confidence and security to everyone.
About Marcos Martins Advogados
Founded in 1983, Marcos Martins Advogados is highly regarded in the areas of Corporate, Tax, Labor and Business Law. Based on values such as commitment, ethics, integrity, transparency, responsibility and the constant specialization and improvement of its professionals, the firm positions itself as a true partner for its clients.
