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Attracting & retaining clients

Course ID LC220801_LB12

  • Online
  • 10
  • Masters

The ‘how to’ of building client relationships

A hands-on approach to assessing your client base, developing a pipeline of prospects, pricing to existing and prospective clients and ongoing relationship building.

What you will learn…..

  • Mindset - Shift your thinking from employed lawyer to business leader, and promote your brand with confidence
  • Strategy - Explore a strategic marketing framework that you can apply with ease – whatever the size or scope of your legal business.
  • Positioning - Identify and understand your customers’ pain points – so you can align your expertise
  • Pricing - Deploy pricing models that outpoint your competitors, and provide real value for your clients


Full Price $3245.00


Start date:

15 August 2022

End date:

04 November 2022


Week 1 (Online conference)

Introduction and subject overview

Overview of modules and learning information


Week 1 & 2

Module 1: The fundamentals of a go-to market strategy
  • Defining key terms – marketing strategy, sales strategy, pricing strategy, CRM, business development
  • Bringing different concepts together and explaining their connection
  • Overview of a marketing plan


Week 3 & 4 (Online conference in week 3) Module 2: Overview of legal services pricing

Explaining the economic factors influencing the pricing of legal services

  • Client-led demand for change
  • Relationship between value and price
  • Pricing confidence
  • Price elasticity
  • Price risk
  • Pricing lever
  • Putting pricing into context
  • Pricing governance

Assessment task 1 due in week 3:Explanation of a go-to market strategy (10%)


Week 5 (Online conference)

Module 3: Pricing psychology and behavioural economics

Explaining the psychological factors influencing the pricing of legal services

  • Heuristics and biases
  • Anchoring
  • Choice effect
  • Asymmetric dominance effect
  • Pricing placebo effect
  • Deal effect
  • ‘Free’ paradox and other effects


Week 6 Module 4: Alternative fee arrangements

Critique different pricing strategies and tactics in the legal services market

  • Suite of alternative fee arrangements
  • Using AFAs in combination or on a phase or project basis


Week 7 (Online conference & case study)

Module 5: Putting pricing into practice
  • Apply effective written and oral communication skills to deliver a pricing strategy for a legal practice
  • Strategic and tactical pricing decisions


Week 8

Assessment task 2: Development of a pricing strategy based on a case study (30%).


Week 9 (Online conference and overview of the final assessment task) Module 6: Putting your marketing, business development and pricing strategies into action
  • Create a marketing and business development strategy for a legal practice
  • Apply effective written and oral communication skills to deliver a marketing, sales and pricing strategy for a legal practice
  • Business development tactics


Week 10-12

Assessment task 3: Develop and present a marketing, sales and pricing strategy based on your own content (60%)


Study load (the amount of commitment required)

Study load

This course consisting of online modules that include self-paced study, practical activities, online discussion forums and interactive Zoom sessions. We recommend that you allow up to 10 hours a week to this study.

Should you choose to undertake the assessments, you will also need to devote around an additional 45 hours throughout the course for the assessments and preparation.


Delivery & assessment

The subject content includes online readings, videos, learning activities, interactions with teaching fellows and peers, online conferences, and assessments.


Who is this course for

This course is particularly suited to:

  • CEOs
  • Managing Directors
  • Principals
  • Partners
  • Practice Area Heads
  • Practice Owners
  • Marketing Directors
  • Operations Managers
  • Business Unit Leaders
  • Legal Entrepreneurs



This course complies with the mandatory requirements of professional skills, practice management and business skills.



If you intend to claim CPD units for this educational activity, please note that CPD activities are not accredited by the Law Society of NSW or any other equivalent local authority, with the exception of Western Australia. If you hold a practising certificate in a state or territory other than Western Australia and this educational activity extends your knowledge and skills in areas that are relevant to your practice needs or professional development, then you should claim one (1) "unit” for each hour of attendance, refreshment breaks not included. Please refer to your local rules and relevant caps on claiming CPD points for the private study of audio-visual material. The annual requirement is ten (10) CPD units each year from 1 April to 31 March. Some practitioners, such as accredited specialists are required to complete more than ten (10) units each CPD year.

Please note: Practitioners holding WA practising certificates are not eligible to earn CPD points for this course.


Presenter biography

Tim Corcoran

Tim Corcoran is a legal management consultant with a global client base and offices in New York, Charlottesville and Sydney. He’s a keynote speaker, author, and legal commentator. Tim brings his experience from over two decades as a senior corporate executive to guide law firm and law department leaders through the profitable disruption of outdated business models. Tim served as President of the 4,000+ member Legal Marketing Association and is a member of its Hall of Fame. He is a Trustee and Fellow of the College of Law Practice Management, an American Lawyer Research Fellow, a Teaching Fellow in the Master in Legal Business program at the College of Law Australia, and a sought-after speaker, guest lecturer, and writer on topics related to the changing business of law.


Vivienne Corcoran

Vivienne Corcoran started her working life with actuaries and has since held marketing and strategy director roles for local, national and international law, accounting, engineering, IP and IT firms. She has worked and presented in Australasia, and throughout UK and Asia. Along the way, she spent 15 years in brand strategy, developing and rolling out brands for B2B and B2C brands such as Telstra, ANZ and NEC.

In the last 10 plus years, Vivienne has developed a real passion for the voice of the client. She has interviewed thousands of clients and developed and delivered client feedback programs. She is the author of the popular book “Growing Your Professional Practice” (2009). Vivienne is currently working on a PhD in client feedback with Edinburgh Business School.