Client Retention
Okay, you’ve glided through the Red Zone after your firm successfully executed a business development game plan and optimized your team’s sales training and closing skills. Touchdown—you won the business. Game over? Not a chance. You’re just getting started.
Client retention is like a dance with no end. Keep a keen ear for your client’s needs and expectations. You will not only solidify the relationship with your client, you’ll expand network development as clients sing your praises to their peers. Grassroots publicity is one of the most effective forms of law firm marketing.
- • A promise is a debt unpaid. Never promise what you can’t deliver. I have heard clients complain too many times that the law firm they hired wasn’t the one that showed up. Keep track of what you’ve said and keep your word. Attorneys need to be accountable because the client must also answer to higher-ups. This is critical for optimum client retention.
- • Pay attention. Understanding you client’s business is one of the highest ranked components inside counsel expects from outside counsel. Take an interest in the developments of the company (e.g. awards, stock price, new products and services) and acknowledge and discuss those events with a quick call or email.
- • Keep an open relationship. Periodically sit down with the client to gauge their satisfaction with your work by way of a lunch or phone call. When the opportunity presents, remind the client subtly that your firm will conduct these satisfaction check-ups regularly, off the clock. These invisible marketing tools are invaluable to long-term success in law firm marketing and client retention.
- • Be your client’s co-star. Invite your client to participate in a seminar or workshop with you. Even more valuable, ask to do a joint presentation at a few of your client’s industry events. Such co-marketing techniques provide the firm with third-party credibility with your client’s peers and provide an opportunity for network development.
For more information about our client retention consulting services or to speak with a client retention consultant, contact us today using the form on the right side of this page.
