One of the most important lessons to be learned in business is that when there’s a problem, it needs to be fixed right away. The process involves identifying a mistake, fixing it quickly, and making sure that your clients know what you’ve done to take action (a recent example is the Nestle Toll House cookie dough recall).


Lawyers who want to market themselves more effectively can learn from the actions taken by Nestle. Having a prompt response to a mistake – and having a rapid fix – allows you to demonstrate how important client retention is to you.


The way that you interact with your clients is a part of your invisible marketing strategy. While invisible marketing is the hallmark of a successful law marketing plan, it is often overlooked when firms talk about lawyer marketing tools and tactics.


Invisible marketing is all about client relationships. While no one wants to make mistakes, when one occurs, you have the opportunity to:

1. Identify how you responded to the situation.
2. Look at the relationships that you have with your clients and see how those relationships are progressing.
3. Determine whether or not your firm is providing clients the support and resources they need.
4. Examine what can be done to assist your clients as their businesses continue to grow.

Focusing on client relationships not only helps you to build on your current successes, but it can also lead to additional sales and referrals. Rather than overlooking the tactic the way some business development consultants do when they are teaching attorney sales, our business development training workshops include a one-hour segment on invisible marketing. By learning more about invisible marketing and mastering the method, you will increase your legal sales successes.

This entry was posted on Wednesday, July 1st, 2009 at 10:47 am and is filed under Client Retention. You can follow any responses to this entry through the RSS 2.0 feed. You can skip to the end and leave a response. Pinging is currently not allowed.