The car wash I go to has a nice touch. When the car is ready, one of the employees comes into the waiting room (or the outside waiting area), walks up to me with my keys and says, “Mr. Ward, your car is ready.”
He doesn’t shout out my name to the crowd or wave a rag and expect me to notice. He comes and finds me.
The first time this happened, I was impressed. How did he know? When it happened the second time, I asked. When they take my car at the entrance, the employee asks for my last name and writes it on the ticket. He also writes down what I’m wearing: “blue shirt, glasses” or “tall, dark, and handsome”.
Simple.
Now, when you go out to your waiting room to meet a new client (you do go out yourself, right?), do you walk over to the client and greet him by name? You should. It’s a nice touch. Much nicer than shouting his name or waving a rag.
All you have to do is have the receptionist write down what the client looks like or what they are wearing.
Your clients will appreciate the gesture.
I’ll tell you what else they will appreciate. When they come back for another appointment and the receptionist (and you) recognize them and greet them by name. Or when you meet the client for his court appearance and find him in a crowded hallway.
How do you do this? At the first appointment, ask the client if you can take their photo for your file. It’s for their protection. So nobody can pretend to be them and pick up their settlement check. Or, because you have many clients and you like to get to know them.
You often hear that marketing legal services is mostly about the little things. If you’ve ever wondered what that means, now you know.
Marketing is everything we do to get and keep good clients. Here’s The Formula
