July’s edition of Modern Law Magazine includes an interview with our CEO Paul King. Paul speaks about the impact of technology on the delivery of legal services, which technologies have affected law firms and which are simply over hyped.
Paul believes that clients look to deal with firms and people that they know, like and understand, and that have values and personalities that reflect their own. One of the key things in a professional relationship with a client is trust. As in life, you can only trust someone if you understand what their values in life are. Whilst many firms outsource their marketing, April King Legal’s marketing is based around what Paul believes in – to the point where people call and ask to speak to Paul as if they know him! Paul believes it is important for firms to develop a clear ‘practice personality’ which reflect the values of the firm and where they sit in the legal marketplace.