18
the barrister
the barrister
19
How will ‘people power’ change the Barrister’s market?
being considered for a new case may well
relations. Effectively, by referring clients to
knowledge, expertise, and a familiarity with
depend on the extent of that barrister’s online
lawyers who have the necessary experience
specific opponents. This is the key to letting
presence.
However, to properly showcase
and who can objectively assess the merits
consumers find their most suitable legal
their professional backgrounds, barristers
of a given claim, law brokers aim to better
representative, and hence the key to gaining
Traditionally, barristers received their work through solicitor referrals, and consequently had little reason to focus on marketing, promotion, and developing good-will relations directly with consumers. However, the growing public appetite for on-demand interaction is likely to challenge this typical lack of ‘service selling’ among barristers
must go beyond just uploading basic facts
protect the interests of clients, and improve
new clients. Ultimately, these directories will
about their specific areas of expertise and
the quality of referrals to individual lawyers.
provide barristers with a fighting chance at a
hourly rates. The power of online technology
This demonstrates an understanding of the
time when reforms to increase competition in
requires
modern legal market as it becomes more
the legal profession are about take hold.
a
much
more
comprehensive
approach. Contemporary online directories
By Dr. Yuri Rapoport, Founder, Prime Law Brokers (Australia) the world’s first legal broking service
A
competitive and more consumer-oriented.
allow consumers to perform sophisticated
While the inert ‘ostriches’ expose their
searches; for example, someone may want
The power to independently ‘pull’ desired
proverbial ‘behinds’, and wait for something
indulge
and advances in information technology on
professional profiles available online.
A
a barrister who has 10 years experience
information off the Internet, rather than have
to happen, the proactive barristers, who begin
in the power of online
other sectors of the economy, and argue that
key benefit is the prospect for lawyers, with
in High Court (Queen’s Bench Division)
it ‘pushed’ onto consumers by advertising,
to upload their professional profiles today,
enables the public to make informed decisions
could well be the ones doing the ‘kicking’ in the future.
s
consumers
technology, a difference
the ‘brave new world of legal services’ is
good professional track-records, to win back
representing clients against “YYY Insurance
of
much closer than many of their peers wish
considerable ground in the battle for new
Ltd”. It would, therefore, be insufficient for
about which solicitor and/or barrister to
to believe.
clients against the well-funded commercial
barristers to limit their professional profiles
employ. However, the only way to efficiently
practices that ‘farm’ clients by expensive
to a declaration of expertise alone. The level
sort
So what can barristers do to prepare
advertising campaigns. This consumer-driven
of detail required by modern consumers,
information on lawyers’ case-experience, is
Dr. Yuri Rapoport (SJD) founded Prime
for the future, and what will the
shift towards restoring the balance between
demands professional profiling that is ‘case
via powerful online search engines. That is
Law Brokers (Australia) the world’s first
consequences be if they don’t?
public perception of individual lawyers and
specific’.
Moreover, by registering their
why legal practitioners need to come to terms
legal broking service. He has launched an
their actual professional ability may help to
positive experience on a ‘case-by-case’ basis,
with the importance of having online presence,
online version of a similar service in the UK,
and understand that self-promoting websites
Rapoport’s Directory.
opinion
on
the
future of legal services is emerging amongst
practitioners.
While at one end of the legal community complacent lawyers maintain that modern
through
the
buying trends and proposed reforms by the
Traditionally, barristers received their work
bring back the somewhat forgotten qualities
barristers not only increase their chances
Legal Services Act 2007 will not adversely
through solicitor referrals, and consequently
of legal practice as a profession (as opposed
of having the most appropriate new matter
will not be enough.
affect individual practices, the other end sees
had little reason to focus on marketing,
to ‘a business’) that were shed away over
referred to them, but are also more likely to
Consumers
proactive lawyers taking considerable steps
promotion, and developing good-will relations
the years following deregulation of solicitor
fulfil their client’s expectations by delivering
naturally prefer the
advertising.
the desired result.
efficiency of online
to welcome change.
directly with consumers. However, the growing
which
legal
likely to challenge this typical lack of ‘service
By registering their track-records with online
This formula has been proven through the
offer
professionals, however, is idling somewhere
selling’ among barristers. Savvy consumers,
legal directories, barristers will be able to
experience of law brokers (legal referral
search
c o m p a r i s o n
The
large
majority
of
today’s
sophisticated and
in the middle; and by burying their heads in
who
about
properly showcase their professional profiles
denial of things to come, these ‘legal ostriches’,
individual barrister’s professional records,
directly to consumers. In a similar way to
The key lesson learned by these legal
functionality
may unwittingly be exposing themselves to a
are set to challenge traditional methods used
price-comparison
allow
intermediaries is that the highest level of client
can
proverbial ‘kick in the behind’.
to select barristers for given cases. Whereas,
individuals to assess costs and conditions of
satisfaction arises when consumer interests
process information
presently clients have limited resources to
various service providers in other commercial
are aligned with the experience of individual
on a large number of
Most barristers will raise their ‘tail feathers’
gain objective information on barrister’s
sectors (e.g. insurance, travel and finance),
legal practitioners.
legal professionals.
and concede to the charge of membership in
professional backgrounds, and rely mostly
modern consumers of legal services will use
refer clients to lawyers by firstly looking at
this majority herd; but many will defend their
on their solicitor’s guidance; in the future, we
online directories to gain information on
records of individual practitioner’s experience
When with
information
online
websites,
which
As a rule, law brokers
registering
can expect online directories and comparison
lawyers’ case experience and expertise in
their solicitor counterparts, have traditionally
websites to provide comprehensive data on
specific areas of law. Of course, it will be up
then consider all other factors. It is clear that
directories,
been denied opportunity to independently
barristers’ professional profiles.
to the individual barrister to pull their head
lawyers experienced in dealing with a specific
barristers
out of the sand and recognise that online
party will know how that party and their legal
consider uploading the
such
should
feel that until the expected changes are
Such increased public access to information
directories are at the leading edge of modern
representatives think; including tendencies
in ‘full swing’, remaining among the inert
about individual practitioner’s track-records
consumer solutions. But above all, barristers
towards out-of-court settlements, preferences
profiles that makes
observers is a safe policy. In contrast, there
represents both threats and opportunities for
must acknowledge that registering with these
towards obtaining judgments, the extent of
them
are proactive barristers who consider that
the legal community. Although, some lawyers
Internet-based services will mean losing
flexibility in negotiations etc. This amounts
from
the
nothing, and potentially, gaining a lot.
to invaluable knowledge in assessing whether
Their
professional
a case is worth pursuing, and provides a
track-records must
solid foundation for building lawyer-client
demonstrate niche
herding instincts can be hazardous to their
may oppose being measured on professional
professional future.
They recognise the
merits alone, most legal practitioners will
impact of modern consumer buying trends
see the potential benefits of having their
In the near future, a barrister’s chances of
Summer Shirts
instantly
position and argue that barristers, unlike
Consequently, they
Herbie Frogg
that
in dealing with a given opponent; and only
seek out new clients.
of
data-
services) in Australia over the past decade.
access
amount
will
directories,
public appetite for on-demand interaction is
extensive
type
of
stand
case
Quintessentially English
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