Let’s be honest, it’s much easier to do what we’ve always done. Change takes time and hard work.When a firm decides to listen to sensible and current marketing advice and stop trying to be all things to all people, and adopt a firm niche (or two), it takes time and energy to make this change. If you’re going to truly adopt a niche, then you need to think about how that affects how you do business. I’ve been regularly chatting on Twitter and Skype to Saimina Virmani, founder of Joseph Frasier Solicitors. This is a truly innovative firm, who is role modelling how to do niche marketing well. They’ve taken the brave step of focusing on the needs of the deaf and hard of hearing. I’m sure their niche initially stemmed from their specialism in industrial deafness personal injury cases, but they’ve literally looked at how they do business to ensure that they’ve thought of everything that their deaf or hard of hearing clients may need when engaging a solicitor. For example:
- They’ve installed new state-of-the-art technology to help better communications and make services more deaf aware (webcam, text relay, MSN, text, Skype, Twitter, on-site interpreters).
- They’ve arranged for fee earners to undergo British Sign Language courses and are arranging for assessment on the Action on Hearing Loss Charter Mark later this year.
- Their new website has relaunched, with access to SignTube for deaf/HOH clients.
- Their office is located in a building owned by East Lancashire Deaf Society.
- They’re also prepared to stand up and be counted and they are a recent signatory to the Law Society’s Chartermark on Equality and Inclusion.
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