What Really Drives Legal Buying? Two Sides of the Same Coin

What Really Drives Legal Buying? Two Sides of the Same Coin

Domain:  Business of Law

As a purchaser of legal services, you make decisions based on a number of factors. Which of these are critical? How does this vary across segments? How are law firms rated on these key criteria? Are there differences between perceptions of lawyers and clients? In this session, you’ll examine the underlying buying behavior from both firm and client perspectives, the key dimensions of the purchase decision, the aggregation of the marketplace into buying segments, linkages between expressed preference and actual spend and the relative rating of firms and peers. You’ll leave with a framework to help firms and clients take action.

Topics include:

  • The fundamental change in the marketplace since the recession
  • Delineating factors used in buying decisions and their relative importance
  • How to identify potential segmentation of the market
  • A survey to conduct on your own for marketing insights
  • Taking appropriate actions with your clients

Anne Malloy Tucker, Chief Marketing Officer, Hunton & Williams LLP
Madhav Srinivasan, Chief Financial Officer, Hunton & Williams LLP

Member Price: $59
Prospective Member Price: $79

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