Many attorneys are transactional. They get a case or client, do the work, get paid, and wait for the next case or client to show up.

They wait for their clients and prospects to contact them if they have another matter, a question, or know someone who might need help.

These attorneys know they do good work and expect that this is enough to get repeat business and referrals.

Often it is. But not often enough.

Lawyers who aren’t protectively building a relationship with their clients are missing the boat.

You need to get to know your clients as individuals, not just an entry on a ledger. Find out what they do when they’re not being a client. Find out where they went to school. Find out about their work and their personal life.

Get to know them and the people they know. You might find you have some mutual contacts, or get yourself introduced to some new ones.

Find out the names of their kids so you can ask about them by name.

Have you ever had a client leave, and you didn’t know why? Or find out a client had a referral but didn’t tell you? Or a client had a possible case but didn’t contact you because “they didn’t want to bother you”?

That happens when you don’t know your clients and they don’t know you.

When you know your clients and they know you, they’ll tell you when they have a new legal issue, a question, or a referral. They’ll tell you when you’re doing things right, so you can do more of that. They’ll tell you when they’re unhappy about something you said or did, so you can fix it.

Your clients are your partners in the future of your practice. Take care of them and they’ll take care of you.

How to use a newsletter to stay in touch with your clients