What are the most effective methods of promoting wills, trust and probate services?
This is a sensitive and fast changing market to work in – particularly in view of the proposed changes to IHT introduced in last year’s budget, the Clementi proposals and the growing importance of the Internet. For many years I have contributed the marketing section of the Law Society’s “Probate Practitioners Handbook” and you would benefit from reading this book which I updated again this year (2006). As well as explaining the fundamentals of marketing and selling (and how it relates in practical terms to those promoting wills, trust and probate services) it provides a framework to take you step by step through the marketing planning process with clear guidance on analysing your client base and your market, segmentation, setting objectives (and measuring them), selecting a marketing strategy and preparing a marketing plan. It contains many interesting case studies and insights from organisations such as: Boodle Hatfield, Forshaws, Nelsons, Rix & Kay and Thomson Snell & Passmore. Vario
