1. Form partnerships with other service professionals and offer entire solutions. For instance, I think the idea of being able to “plug in” to a business backbone would be cool. If I’m starting a small business, there are whole series of things that I need to do, file paperwork with the state, getting a tax-id number, getting some accounting software set up, printing business cards, etc, etc, etc. Imagine bringing together a bunch of preferred business partners together and offering a turn-key business formation service. The businesses in the “partnership” could chip in and pay for a concierge/liaison that would hold the hand of the business owner during the process. In addition to that, make the billing for the “service” simple… seamless across all the offerings.
2. Continue that service beyond the business formation stuff. That business concierge should be someone to facilitate anything at any time for the business owner. My point in this is that if you’re lawyer (or banker, or accountant, or whatever) you’re just a silo, you might have something to offer the time-starved entrepreneur, but you’re just a piece of the puzzle. You view the law as super important, and it is, but think about what the entrepreneur wants/needs – TO SELL. Not get burdened with legal stuff or anything else.
3. Play the role of connector. As an attorney, you have tons of contacts in various lines of business, facilitate introductions of clients that might be able to help each other. If you have a marketing firm as a client, introduce them to other clients that could use their services. If you want more business from someone, help them be successful, they’ll remember you for it and most people will repay that kindness by telling others about you.
4. Automate stuff that you can automate. Not to sell what an attorney does short, but several of the documents that you generate for clients are based on templates (be honest here), why not make that stuff available online, in a protected area, for existing clients. If I need a new contract for something at 8:30 at night, let me go online and create it instead of having to wait until 8:30 the next morning when you get in the office. Not all of the documents you produce can be automated, but for the ones that can be, automate them. Make them available to me when I need them. Add the simple stuff as well. Let me search other information, ask questions, etc…
5. Last, but certainly not least, remember that you’re in the people business. Treating people well, regardless of what business you’re in, is THE most important thing you can do… obviously.