With radical relaxation of the tight restrictions on legal businesses and increased competition law firms have to look carefully at how they maintain a hold in the marketplace.  Dubbed ‘Tesco Law’, alternative business structures (ABSs) that now allow control of law firms by non-lawyers are designed to promote competition.

A survey by YouGov found that although 60% of people would consider buying legal services from nationally controlled companies such as supermarkets and banks, research shows consumers are highly skeptical and there remains a place for an accessible, good quality and local legal service where the advice needed is often something of considerable importance to them.

One local law firm with a history going back more than 200 years is determined to be around for another 200 and has employed business development consultant Stuart Elford to help implement a new strategy and maintain their place in the local market.

Managing Partner of Plymouth-based solicitors Gill Akaster LLP, Stephen Ramsden, explains:  “Although we have not yet seen the explosion of alternative business structures expected, we aren’t going to rest on our laurels. Competition amongst firms is fierce, especially in this economic climate, and we want to ensure we stay ahead of the game.”

Mr Ramsden added: “Our clients tell us that what differentiates us from other law firms is that we take a genuine interest in the outcome of their case and put in 110% effort on their behalf. We have to make sure that that message gets out to everyone and that is why we have brought in business development expert Stuart Elford to help.”

Stuart Elford is a consultant specialising in business communications and development. He will look at all aspects of Gill Akaster’s communications including customer relationship strategies, marketing and the use of social media during an initial three month consultancy.

Mr Elford is no stranger to the firm as he oversaw its rebranding in 2008. He says that he is delighted to be back working with Gill Akaster: “I truly enjoyed working with the team during the rebranding and I have been made to feel really welcome again. It is that warm professional approach that sets them apart and it is now my job to help spread that message further.”