Ask Your Clients For Their Business
by Allan Colman
When was the last time you asked your clients for their business? On the
surface, that question may seem a bit silly. After all, asking for business
once a company has signed on with your firm may feel a bit redundant. But
consider this: asking for more work on a semi-regular basis is a solid client
retention tactic that could lead to bottom line dividends.
You already know that partners who regularly check in with clients to gauge
their satisfaction is an essential communication and client retention tool.
If your firm can stay apprised with the latest happenings within your client’s
industry through research and an occasional lunch meeting or warm phone
conversation, you may find opportunities to help them solve their problems
and expand the engagement to boot.
Once you are fully informed of your client’s challenges and are confident
that your firm can competently assume those tasks, then don’t be shy. Ask
for the work. Try to avoid what Hollywood calls “typecasting.” Demonstrate
to your client that your firm has capabilities beyond the scope of your
current engagement, and then lay out how you can help clearly and concisely.
Think business generation and value: If the new project involves work in
a fledgling practice area your firm would like to promote, use warm relations
with your client to persuade them to take a chance on your firm, rather
than another firm more established in that area. Sweeten the deal and negotiate
a lower fee for a set time period—perhaps three to six months—so the client
can gain confidence in your firm’s ability to handle the project.
Allan Colman, CEO of Closers Group, has brought in millions of dollars in new business for clients and has spent more than two decades helping law firms generate more revenue.
