Business of Law

Wal-Mart-based law firm is in an expansion mode

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Lawyers who work at Canadian law firm Axess Law have a proven ability to appeal to Wal-Mart shoppers.

The discount law firm has offices in 10 Wal-Marts in the Toronto area, and it’s planning to expand to Ottawa early next year, the Financial Post reports. By the end of next year, it could have as many as 18 Wal-Mart locations.

A further national expansion is also a possibility for the firm, which started out with offices at only a handful of stores in the Toronto area.

The firm offers $99 wills and other flat-fee legal services for those who have relatively simple legal needs. The challenge, according to the article, is to offer its services “at a price point that convinces clients to embrace basic legal services as everyday necessities, not discretionary luxury items.”

Lena Koke, who co-founded Axess Law with Mark Morris, says the firm’s lawyers have honed their sales pitches to appeal to curious Wal-Mart customers who walk up to the service counter. “Once they walk in, if they don’t retain you on the spot and they walk out, 50 percent of those people aren’t coming back,” Koke told the Financial Post. “You have to make people trust you and understand that this is a good, solid business, and attract them within that first 10 to 15 seconds.”

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