Taking On the Competition Changing Your Position to Beat the Competition Don't Worry About Your Competition (Let Them Worry About You) Fair Game: 8 Principles for Making Your Competitors' Clients Your Own

In an economic environment in which larger firms are competing with smaller firms for the smaller clients, and in which law firms are retrenching and the client pool is diminishing, can the sole practitioner or the smaller firm compete in this arena?

We're talking about competition—not just getting clients. We're talking about getting clients that other firms, large and small, wanted as well, and about having to fight for them. And about building a practice you define and not merely accumulating random clients.

When a tight economic environment drives a national law firm into your neighborhood and is willing to accept as clients that are the same size as those you've been serving for years, you've got a problem. And when the giant starts hitting on your clients with expensive brochures, and public relations campaigns, and newsletters, and seminars, and direct mail—when they start to bombard your territory with lots of dollars and marketing effort—do you retire? Or do you fight back?

Can you fight back? Yes, you can. And very handily, too.

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