I want to take you outside of your law office to one where you can find potential new millennial clients. They congregate in small yet vibrant collaborative shared spaces across town in a neighborhood that is undergoing gentrification. You will find these people in blue jeans and t-shirts that read “technology rules.” They write code while sitting on fuzzy green loveseats, and pound back juice that has been freshly squeezed from the juicer in the office kitchen. Occasionally they will come up for air – hockey, as there are several tables placed around the office to satisfy their need to work in a predominantly fun environment. This is where you will discover your newest target, who just so happens to be swimming in venture capital and angel investor money; the millennial client. Here you will observe these creatures in their natural (filtered)* habitat.
To prevent this piece from continuing on as a blog post for stereotype enthusiasts, I’ve outlined some cold hard facts below. If you read my previous blog post on millennial employees, this should just be a refresher for you.
1. Tech savvy
2. Seek work-life balance
3. Question authority and seek meaningful careers, team-oriented environment
4. Problem-solving involves more technology and social media than ever before, and it can be invaluable for getting relevant information faster
5. Typically confident and self-assured, but not afraid to express self-doubt, occasional anger, and disappointment
6. Not afraid to reach out to others for guidance
7. Value learning and experience
8. Expected to be nurtured in the workplace, not necessarily with competitive pay, but also with challenging experiences
9. In constant communication with the world, so we expect you to be too. Responding to our emails over a day later is questionable to us
Given the information listed above, you have to decide what your best approach to bringing in these clients will be, and how you will nurture your relationship over the course of their working lives. There will be certain aspects of a typical lawyer/client relationship that will not carry over, as in some instances your tactics will change completely.
New Tactics You Need to Implement
How do you ensure success?
*Filtered as in their Starbucks coffee, or the tool they will be using once they arrive to work and decide the lighting is just too magnificent to not take an Instagram photo and show the world what they are up to that day. Please keep in mind that I am allowed to say these things because I too am a Millennial.
Christie Lowe is a Marketing and Communications Coordinator at fSquared Marketing. Christie applies her social media expertise to build brand awareness for our law firm clients. Christie is currently pursuing a Bachelor of Commerce degree with an intended specialization in marketing and entrepreneurship.
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