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Pri vsakodnevnem stiku z ljudmi, tako v poslovnem kot tudi v bolj sproščenem okolju, je zunanji videz ena izmed najbolj opaženih dimenzij komunikacije posameznika, na podlagi katere si ljudje pogosto v veliki meri izoblikujejo mnenje o nas. S pomočjo urejenega zunanjega videza in ustreznih komunikacijskih veščin lahko posameznik naredi na sogovornika pozitiven prvi vtis, zato predvidevamo, da ustrezna uporaba poslovne komunikacije posamezniku prinaša poslovno prednost tudi na področju odvetništva. Učinkovita osebna podoba pa lahko služi kot močno orodje osebnega marketinga in odvetniku predstavlja prednost pred konkurenco. Po naših predvidevanjih so odvetniki, ki imajo urejen zunanji videz in pravilno uporabljajo komunikacijske veščine, po mnenju njihovih strank tudi bolj uspešni in uživajo večji ugled. Stranka, ki ima o odvetniku dobro mnenje, pa bo z večjo verjetnostjo le-tega tudi izbrala za sklenitev mandatnega razmerja. Namen diplomskega dela je bilo tako določiti, kakšna je jakost stopnje povezanosti med uspešnostjo odvetnika in njegovim zunanjim videzom, njegovimi komunikacijskimi veščinami, prvim vtisom, ki ga naredi na stranko, priporočilom znancev ter ugledom odvetnika. V teoretičnem delu smo raziskali in predstavili poslovno komunikacijo s poudarkom na področju odvetništva, v praktičnem delu pa smo z metodo anketiranja ugotovili, kakšno je mnenje strank o odvetnikih, ki so jih zastopali. Anketiranci oz. stranke so na podlagi subjektivnega mnenja ocenjevali zunanji videz, komunikacijske veščine, uspešnost, ugled, itd. odvetnikov, ki so jih zastopali. Podatke pridobljene z anketo smo statistično obdelali in z metodo Pearsonovega koeficienta korelacije določili stopnjo povezanosti med preučevanimi spremenljivkami. Naša raziskava je pokazala, da obstaja povezanost med uspešnostjo odvetnika in njegovim zunanjim videzom ter tudi njegovimi komunikacijskimi veščinami. Stranka torej odvetnika, ki je urejen in ima primeren nastop, smatra za bolj uspešnega. Odvetnik, ki upošteva pravila dobre poslovne komunikacije, bo tako prepričal večje število strank v sklenitev mandatnega razmerja z njim. Hkrati smo ugotovili, da je kar 90,4% anketiranih o odvetniku prejelo priporočilo od znancev. Vendar smo prišli do zaključka, da obstaja večja povezanost med uspešnostjo odvetnika in priporočili, ki bi jih stranke podale svojim znancem, kot priporočili, ki so jih prejele same. To nakazuje na to, da si vsaka stranka izoblikuje svoje mnenje o odvetniku, še večji pomen pa tako pridobi prvi vtis, ki ga odvetnik naredi na stranko. In sicer lahko s pomočjo efekta domin z učinkovitim nastopom poleg vseh obstoječih strank vsaj delno prepriča tudi potencialne stranke. Da bo pri tem uspešen, pa je potrebna ustrezna osebna podoba, kombinacija urejenega zunanjega videza in ustreznih komunikacijskih veščin, ki odvetniku predstavlja pomembno marketinško orodje. In daily interaction with people, both in business and in more relaxed settings, the personal image of an individual is one of the most noticeable characteristics that other people most easily see and often base their opinion of other people on. If a person is dressed well, maintains a good hygiene and has good communication skills he can make a positive impression on people, that’s why expect that an appropriate usage of business communication will also present an advantage to an individual in the advocacy field. An effective personal image can therefore serve as a strong tool for personal marketing and presents an advantage to a lawyer. We expect that lawyers who maintain a good personal image and have good communication skills will also appear more successful and respectable in the eyes of their clients. And a client that has a good opinion about a lawyer will be more likely to choose him or her for representation. That’s why the main goal of this thesis was to calculate the level of correlation between the success of a lawyer and his personal image, communication skills, first impression he makes on a client, referrals and his reputation. In the theoretic part of the thesis we summed up the field of business communication with an emphasis on its usage in advocacy. In the practical part we used the survey method to gather information about the opinions people have about their lawyers. Based on the subjective opinions of clients we collected data about personal image, communication skills, successfulness, reputation, etc. of the lawyer that represented them. We analysed the data we gathered using different statistical methods. Most importantly, we used the Pearson’s correlation coefficient to determine the level of correlation between different variables to confirm or deny our hypothesis. Our research showed that there is a correlation between the lawyer’s successfulness and his appearance and also his communication skills. It means that a client thinks a lawyer, that is well dressed and well spoken, is also more successful. A lawyer that abides by the practices of good business communication will therefore be more likely convince more clients to choose him for representation. At the same time we saw that as many as 90,4% of the participants In our research received referrals from friends about their lawyer. But we also saw that there is a greater correlation between the successfulness of the lawyer and the referral the clients would give, rather than those they received. Which shows that every client forms his own opinion about the lawyer and that gives even more importance to the first impression the lawyer makes on his client. A lawyer can therefore make a good impression on more than just his current clients with the help of the domino effect. His success in doing that is dependant in great part on his personal image, a combination of his appearance and communication skills, and that personal image represents a great marketing tool. |
