The majority of legal firms are small (2-10 employees) and don’t employ an in house IT team, other than a partner who may have some technical skills. Others contract with a solution provider for network and basic support needs, but can’t leverage the systems attorneys use in their daily operations. For example, every phone call could be billable to a law firm, so VoIP systems with client file automation (with call timers and billing integration) are extremely valuable.
Attorneys manage a large number of files and emails, including sensitive and valuable information that must be secured and backed up. Breaches or data loss could be extremely damaging to the reputation of a legal firm, which is key to their largest marketing engine (referrals). Not only would an attorney be embarrassed if their systems went down and information for a current case were lost, but the cost to replicate it could be substantial. Missing files could be disastrous for their clients and cases, which is why data and network security are of major importance to attorneys. They need experienced IT professionals to address those potential problems, which is where you come in.
Not only do lawyers love the tech toys, but “93 percent of legal professionals report underutilization of their technology,” according to Charles Tholen, president and CTO of Cognoscape and instructor of the legal services training at Breakaway. As an experienced law office VAR, he shared his personal experiences from building a successful business in legal IT, as well as an industry primer with information from a number of other resources. As part of the IT business track at this year’s event, The Understanding the Unique Challenges of Selling to the Legal Environment session provided an outline and actionable information for CompTIA members who want to enter and succeed with a legal IT practice.
The Legal Services Market Opportunity
What are some of the specific services that are valued by a law office that solution providers can offer?
- Desktop productivity
- Docket and calendar
- Accounting financial
- Data storage
- Documentation/records management
- Voice transcription
None of this information will help you succeed if you can’t address the needs of each individual practice by using the proper industry language and culture. Terms such as cases, matter, docket and bill are common in a law firm practice (the preferred business nomenclature).
In addition, solution providers need to know the gatekeepers and influencers in law offices. From the receptionist and legal secretary to the partners (attorneys), you need to understand the dynamics and decision makers, targeting the people who can ensure your sales success.
Lawyers don’t sell; they market (referral heavy) and need online presence. Social media and directory services expertise can be great opportunities for solution providers. Reputation is a key factor in successful law firms, so they need support in securing their systems and information. They are savvy business owners, so your preparation is key to making a successful sale or getting them to sign a long-term contract. “Lawyers are built to argue, they do it for a living,” reminds Tholen.
Members should stay tuned for upcoming CompTIA workshops and watch for the 10-Week Guide to Legal IT Services, which was provided to each attendee at the on-site training session.
