The semantic debate over the words 'client' or 'customer' that divides the new legal service providers from solicitors only obscures the issues around the future of legal services. The people and businesses that seek legal help might as easily be described as 'service users' or 'punters'. What’s important is to understand their future needs. What do clients expect from solicitors?Most people don’t understand what it is that solicitors do, they are just looking for a solution to their problem or situation. I would suggest that solicitors are in a strong position if, and it’s a very big ‘if’, they accept the challenge to inform and educate the consumers about the particular set of benefits they offer when compared to the alternatives.

Legal services are complex products, even when ‘commoditised’, where the ‘advice’ element plays a significant role. Complex markets require informed and trusted intermediaries to assist consumers in making suitable choices. In the mobile phone market the complexity of what on offer means that there are many people employed to explain the choices and fit them with the customers needs. Understanding client’s requirements lies at the centre of building a profitable business.

However, there is a gap between solicitors approach to delivering services and the consumer’s understanding of what is on offer. The library of research is building up, and the SRA’s research conducted by GfK NOP provides an excellent view of consumer and SME market requirements outside the specific issues of each matter.

The interim results were presented to the SRA board last week and make interesting reading. We will need to see the full details, but the results should make new legal services providers already in, or planning to launch, take note. I interpret what we have seen so far to say that solicitors have a strong reputation in the general community, which means new services will have to spend time, resources and money to effectively compete.

A marketing management approach needs data, facts and figures to guide how a firm presents itself to a particular group of potential clients. This research information can be used to help your firm compete, save money on promotional costs and target your firm’s services to people that need it. Taking just two quotes from the research can remind us to focus on the marketing basics.

The first is: ‘Almost all experienced participants had taken a recommendation from a friend or family member, or from someone who had used the provider for a similar purpose.’

As we already know, your current and past clients are your firm’s best source of future business. If you tell them and other professional groups about your services they can recommend you. This isn’t suggesting ‘junk mailings’ or ‘spam emails’, but an extension of services to include all of a client’s legal requirements.

The second snippet ran: ‘Consumers expect all legal services providers be appropriately skilled, qualified and regulated, and do not make distinctions between providers on these bases. They are more likely to seek to distinguish between providers on the basis of customer service skills.’

People trust solicitors. While including that in your promotional materials, focus more space on what makes a difference to them. Things like easy convenient access to you, fixed or known costs, and list groups of relevant services alongside benefits unique to your firm.

The full report should make valuable reading, providing an insight into clients’ views of buying legal services and helping your firm make suitably informed marketing and promotional choices. Who says the SRA doesn’t help firms?