Did I mention that the buyer is changing?

Did I mention that the buyer is changing? Did you see the latest issue of Fast Company, the one that lists the Top 50 Fast Companies? Did you look at the photos of some of those CEOs? They’re wearing sneakers.

toe-in-the-water-xsmallIf you want to provide relevant counsel to the company who’s big toe is touching the digital waters of the marketplace or to the company who owns the wet suit and swims competitively 12 months out of the year, you should know what their footprint looks like and what Web 2.0 means to their business and their customers.

Yes, the buyer is changing. And the way the buyer thinks, looks, and acts may not be familiar to all of us, but let’s face it, the world isn’t going to stop changing just because law firms don’t like change.

So, how well do you know your clients?

While there are many aspects to a company’s business, this post will focus on why I think it is important for law firms to know how their clients are using Internet tools. Here follows is the short list.

  1. There is an opportunity for law firms to help their clients navigate the legal issues surrounding online engagement. This could be a new practice niche or it can simply add value to existing engagements.
  2. There is an opportunity to partner with your clients, feel what they’re feeling and learn where they’re hearing.
  3. There is an opportunity to tune in and see what their competition is doing and offer valuable proactive counsel.
  4. There is an opportunity to discuss new things that matter to them, but only if you’re there with them.

You can’t do that from the comfort of your air-conditioned cabana. You need to go down to the water and jump in. Everyone knows that the great sports coaches of all times were once participants themselves.

If you aren’t there yet, I’ll share a few easy ways to get started in my next post.

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