Look to Others for Client Retention
by Allan Colman
Challenges—and successes—in attorney marketing are not exclusive to those who practice law. Other professional service firms that service your target industry share similar experiences, and as a result, both parties can learn from each other.
Think for a moment. Your clients don’t just depend on sound legal guidance, but also rely on the expertise of accountants, financial services, marketing and public relations and software and technology companies. Imagine how much deeper your understanding of your client’s needs would be if you received input from professionals who service them in a different way. That’s what I call 360-degree client knowledge.
Here is how to start your coalition:
• As legal counsel for an existing client, your firm is privy to the other professional service firms they use. Mention to your client that you are working to acquire additional understanding to the needs specific to their industry, and then ask for permission to make a contact with the partners.
• Do your own industry research. Find out which companies service your client or potential client and contact them directly and make an introduction.
• Set up a roundtable with those key members to discuss developments and concerns in the industries you all share in common. Share ideas and exchange advice.
• Film and edit excerpts of the discussion and post to your firm’s web site.
• Write an article about what salient issues came up in the discussion and submit it for publication in trade journals read by your client or target.
Allan Colman, Managing Director of the Closers Group, has brought in million of dollars in new business for law firms and is known for his ability to help clients generate business quickly.
