Use the rejection of a proposal to build business for the future. Inside counsel often have as much invested in the entire RFP process or search for new counsel as the law firm or professional services firm.

We recently worked with a client who lost a major proposal and, as you can imagine, was quite despondent. In responding to “what a waste”, we suggested that she call the prospective client back after 3-4 months. The main message to communicate is that your disappointment at not being selected for the one engagement does not overshadow your desire to work with them.

“With your OK, I’d like to keep you informed about what new strategies we’ve developed for others and how they might apply to your future engagements.”

By offering to continue contributing to their knowledge base, and getting their permission to do so, puts you in a prime position for future work without an open competition. And, for those of you who have that extra something, also ask how the engagement you lost is working out.

The client I mentioned above took the recommendation to heart and has now received 2 small engagements from that former prospect.

SHE MADE REJECTION WORK!

Following up, corporate clients also want simple, obvious things, like wanting their staff to be treated professionally by all of your firm’s members. There’s nothing better than hearing “My attorneys really appreciate the professionalism of your legal assistants each time they call to set a meeting.”

And what would they appreciate your asking? For example, if your practice group is contemplating a restructuring, ask for your client’s thoughts. It might actually help them keep ahead of the sheriff.

This concludes our series on co-marketing. We’ll be back with a new approach to clients.

From the July, 2007 MARKETING THE LAW FIRM - Remember all the favors that clients have asked of you: “take a table”, “donate a silent auction item”, “Sponsor a hole in a charity golf tournament”, “offer the CFO”s daughter a summer associate position”, etc. These requests all more or less help clients’ own marketing with little direct benefit to you, but they’re not shy about asking. So don’t you be shy with them — especially with requests that benefit them at least as much as you.

What has worked for you and what has fallen flat? More next time.