A couple of weeks ago Marketlaw made a presentation to the first Quality Solicitors national conference and we were pleased to be in esteemed company. The event had further presentations from Mike Dickson, a brand specialist, Viv Williams of the 360 Legal Group and Professor Stephen Mayson. Firms from around the country enjoyed a useful day focusing on the practical elements of the future of legal services.

It is worth repeating a point Professor Mayson made that highlights the importance of marketing management for all high street firms. He estimated that 80% of the activities of most firms are not reserved (legal) activities, something that seemed to be confirmed in a show of hands among delegates. The implication being – why should consumers continue to pay for qualified solicitors to do work that could be done by almost anyone or a computer?

While the ideas of this spin off in ever more random spirals, we need to consider how this affects the market in practice. Can a solicitors’ firm retain some or all of the ‘non-reserved’ legal work? I would suggest that firms can, by providing potential clients with clear benefits of the services they offer, aimed at generating confidence and loyalty in their market sector. It appears from recent research that the public have little understanding of buying legal services. So there is an opportunity for firms to explain and inform targeted client groups and shape their own market for legal services. Direct Line insurance is a good general example of this idea.

This is helped by the common factor that consumers are often lazy in their purchasing decisions. They don’t always search for the best-value services, but look for trusted brands that they know, together with convenience.

For example, on my way into the office this morning I walked by several places where I could buy coffee and toast. But I went to a branded retailer where I regularly get my breakfast in the way I like and accept that I will pay more for it. Branding is even more important in non-regular purchasers such as legal services, a point well made at the Quality Solicitors conference.

While commoditised legal service providers will take a significant share of the future market, it is still all to play for. Firms need to work hard to find ways to generate loyalty, entice their clients and satisfy their clients’ requirements in ever more creative ways. That’s what the competitors are already doing.