Much has been written about the pace of change, smart systems and the threat of consumer-centric major competitors. Fortunately, I believe there are some tasks, for example those requiring our deepest knowledge and expertise, which considered alongside clients’ desire for a face-to-face relationship, that will still require the traditional lawyer. These matters will be too complicated to be commoditised and passed to virtual law firms or less qualified staff. It is on these areas that forward-looking law firms should be concentrating.

That said, the enlightened consumer who expects more than just facts and options will be bombarded by the huge marketing campaigns of new ‘Tesco law’ enterprises and will be promised clear charging rates, automated workflow models and out-of-hours service. What traditional lawyers need to do now is raise our game and associate ourselves more clearly with the recognised and trusted brand of the Law Society.

To be co-branded with the Law Society on signage, websites and marketing collateral would give extra credibility in the minds of consumers when they need a solicitor to fix their problem. Our intellectual capital, our ability to fully understand our client’s business and build a valuable relationship, together with brilliant face-to-face service, are our strengths. To be backed by the weight of the Society could just give us some of the competitive advantage we will need. So how about backing us, Law Society?

Alex Preshaw , solicitor, Phillips Solicitors, Basingstoke