Client loyalty Archives - The Attorney Marketing Center

The fortune is in the follow-up

January 14, 2025 by David M. Ward

Some attorneys are terrible about returning phone calls and replying to emails.

Don’t be like them.

Clients hate “not knowing” if you received their message and if you (or someone on your behalf) will reply. When they don’t hear from you, it makes it look like you don’t care about them—so why should they care about you? Or continue to hire you.

You should have a standard policy of returning calls and replying to emails within one business day, or to at least confirm receipt of their message and tell them when you will reply.

Be as specific as possible without promising more than you can deliver. Make it a pledge. Put it in writing. Put it on your website. Put it in your “new client” kit.

And apologize if you occasionally mess up.

I’m guessing you already do this to some extent. Your clients know they can count on you, which is one reason they stay with you and refer others to you.

So work on memorializing and improving your follow-up policies. Keep your clients well-fed.

That’s not all. You should also have a policy for replying to prospective clients who contact you.

Ad leads, referrals, website inquiries, networking contacts—timely follow-up is arguably even more critical.

Why? Because you know your existing clients will probably forgive you if you don’t return their calls immediately. You can’t expect the same from prospective clients.

They’ll just call someone else.

So, you need a plan.

What to do when a prospective client calls and has questions. What you will say, what you will send them, what you will do after the initial call or email, and when.

Especially when. Because the clock is ticking.

Map out a series of follow-ups—when you will call again, what you will say, what you will offer.

And when you will follow-up after that.

Don’t leave it up to the prospective clients. It’s up to you to call again, and don’t stop calling, until they hire you or tell you to stop.

Because the fortune, your fortune, is in the follow-up.

Filed Under: Client loyalty, Client relations, Marketing legal services

What to do when you get a bad review

January 7, 2025 by David M. Ward

It happens. A client is unhappy about something you did or didn’t do and posts a negative review. And those reviews can hurt you.

But bad reviews are a fact of life. No matter how good you are and how hard you work to keep your clients happy, you can’t please everyone all of the time.

So, what can you do?

Don’t ignore these reviews. Contact the client immediately. Take responsibility, apologize, promise you’ll fix things, and then fix them. Once you’ve made amends and fixed what needs fixing, ask the client to update their review.
If necessary, and the review platform allows it, consider responding to the review with an explanation. Show readers you care and have made improvements or are in the process of doing that. But be careful. A vindictive client might not let it go. At least prospective clients will see that you made the effort.
Encourage clients to talk to you about their concerns early and often. Let them complain privately instead of waiting to tell the world. Consider scheduling regular phone calls to review “how you’re doing” and learn what you can improve.
Ask your happy clients to leave reviews. Get enough of those and you might “bury” the bad ones.

Finally, learn from your reviews, good and bad. Find out what you’re doing well so you can do more of it, and what you need to change to keep clients better informed and happy.

Client feedback is always important. Negative feedback can be invaluable.

Filed Under: Client loyalty, Client relations, Law office management

How to be the top lawyer in your niche

November 19, 2024 by David M. Ward

The top lawyers are different. Not necessarily smarter or more accomplished, they do things differently.

The key is their mindset about serving their clients better than any other lawyer could or would, and the reputation they develop as a result.

They make a commitment to their clients and to themself to be the best at every aspect of what they do.

Because they do, their clients unfailingly turn to them whenever they need advice or help.

It starts by letting their clients know that they (or someone on their behalf) will be available whenever they call with a question or to discuss a legal matter.

They aren’t just willing to do it, they are eager to do it.

Being the best also means being honest with their clients or prospects about what they can and can’t do for them. If they aren’t the best lawyer for the job, they don’t fake it, they tell the client. If the client insists that they handle the matter anyway, they say no, even if the client is happy to pay for it.

They explain that the client doesn’t need what they’ve asked for, or that they’re not the best lawyer for the job, and suggest a different solution or refer them to another lawyer who can help them.

The best lawyers are also proactive. They rigorously stay in touch with their clients, even when they’re not actively engaged in legal work for them. They go out of their way to

Share useful ideas, information, and resources
Introduce them to prospective clients or customers for their business or practice
Invite them to sporting or entertainment events they know would appeal to them
Educate them about how their legal services work so that the client will be better able to recognize when they need help or advice and be better able to work with them
And they look for ways to spend time with them (off the clock) getting to know them, their families, their customers, and their advisors

It all boils down to this: the most successful lawyers don’t just provide good legal services for their clients, they build strong relationships with them.

As a result, these lawyers never struggle to attract great clients or need to sell them anything. Clients seek them out, stay with them through thick and thin, and go out of their way to refer other clients.

It feels good to be the best, and it pays well.

Filed Under: Client loyalty, Client relations, Image, success

A simple way to start using email marketing

November 12, 2024 by David M. Ward

You know a lot of people who could hire you (or hire you again), share your content, or send you referrals. You have their email address and would like to stay in touch with them, but you don’t want to look like you’re hungry for business. Or you don’t know what to say.

What can you do? Send them a “thank you” email.

Thank them for being your client, colleague, or friend. Don’t ask for anything, just say thanks.

Thanking your clients and contacts can:

Build trust and foster loyalty
Make them feel important
Reduce “buyer remorse”
Remind them you are still available to help them (or someone they know)
Encourage them to think about you and perhaps visit your website or call to ask a question

In other words, saying “thank you” is good for business.

And what could be simpler than thanking people for their patronage or friendship?

Your email should be short, informal, and from you, not your firm.

You can make it more effective by mentioning something about them, their case, their business or family, your last meeting or conversation, or by simply addressing them by their first name.

NB: Mention their first name in the subject line and you should get more “opens”.

If you want, you can do more. You can encourage them to connect with you on social media, for example, ask them about their new product or project, or tell them about your latest article or upcoming event. Or invite them to sign up for your newsletter or subscribe to your blog.

Or you can save these for your next email, and yes, there should be a next email, but you don’t have to think about that right now—for now, sending a thank you email is enough.

Filed Under: Client loyalty, Client relations, Email

Marketing for lawyers who hate marketing

October 23, 2024 by David M. Ward

Q: “Is there anything I can do to bring in more business that doesn’t require a lot of time or money or to doing things I don’t want to do?”

A: “Yes—Stay in touch with people who already know, like, and trust you—clients, former clients, professional and business contacts, and others on your list.”

Note to self: make a list.

Every time people hear from you it reminds them that you’re still alive, still practicing law, still helping people solve legal problems.

They think about you, they think about what they want or need, and you get repeat business and referrals and other opportunities to grow your practice.

You might simply send them a birthday card or holiday card, Or call, say hello and ask how they’re doing. Hearing your name or voice, even on a phone message, can lead to business.

You can also send emails. Choose two people each day and send them an email, an article link, or just say hello. Or send everyone a weekly newsletter.

You can do more but you don’t t have to. Don’t overthink this. Just stay in touch with people who know, like, and trust you and keep doing that.

You may not like marketing but you’ll like the results.

The Attorney Marketing Formula

Filed Under: Client loyalty, Client relations

How about a heaping helping of added value?

September 26, 2024 by David M. Ward

You do a good job for your clients. They’re happy with the results you get for them and like you. But simply doing a good job for your clients doesn’t guarantee they will hire you again or refer other clients.

If you want that to happen, give them more than they’re paying you for.

Give them added value—additional benefits they don’t expect and haven’t paid for.

Here are 3 options:

(1) INFORMATION. Reports, newsletters, blogs, seminars, articles, videos, and other educational material that add value to their life or business. For consumer clients, you could provide information about debt, credit, investing, taxes, and insurance. For business clients, you could share information about subjects related to their industry or market.

(2) SUPPORT. Promote their industry or community events, their causes (and donate to them), and recommend their products or services.

(3) CONNECTION. Introduce clients to other clients who might benefit from knowing them. Refer clients to other professionals who can advise or otherwise help them.

You can do these things on your own, outsource it, or join forces with other professionals and subject experts.

Other lawyers tend not to do these things. When you do them, this added value can strengthen your relationships and help you stand out in your target market.

Filed Under: Client loyalty, Client relations, Referrals

Do you have a client loyalty program?

September 16, 2024 by David M. Ward

Besides doing good work and treating clients well, do you do anything to incentivize your clients to continue hiring you?

You should.

Yeah, I know, it’s a touchy subject. You really can’t offer discounts or rewards.

Or can you?

Could you hold back on increasing your fees for clients who have been with you for a number of years? Could you provide good clients with extra services that you previously charged for or give them a better rate this year than you charged the year before? Could you offer somewhat lower fees to clients who pay a regular retainer?

Maybe you could reward a loyal client by reducing the percentage of increase this year, or delaying the date it begins.

What about referrals? You can’t directly compensate anyone for sending you business, but maybe you can send them some business. Or mention their business or practice in your newsletter, or link to their website from yours.

Maybe you could interview referral sources and friends of the firm on your podcast, invite them to join you on stage at your next speaking event, or mail their brochure to your client list with a note recommending them.

Think about it. Look for ways to show your loyal clients and supporters how much you appreciate them. You don’t have to do anything extraordinary, but with so many other firms vying for their business, consider doing something other than good legal work.

As my grandfather used to say, “It couldn’t hurt”.

Filed Under: Client loyalty, Referrals

Why didn’t they hire me?

May 16, 2024 by David M. Ward

When a client doesn’t sign up, you need to find out why. Because it might not be too late to get them to change their mind, and because you need to know if there’s something you need to fix for the next client.

Was it something you said or did? Something you didn’t say or do? Did a competitor offer something better?

Clients say “no” for a variety of reasons:

They didn’t believe or trust you
Your presentation or initial meeting was lacking or a competitor’s was better
They think you charge too much (and didn’t think it was worth it)
They think you charge too little (and it made them question your experience or ability)
You don’t have (enough) good testimonials or reviews to suit them
The competition has a bigger staff or a better website; the client thought they were more successful or experienced and a safer choice
It might be the services you offer (or don’t) and how they you describe them.

And while it might be something external, e.g., they hired a lawyer they already knew or were referred to, you should assume there’s something you can improve.

How do you know?

Ask them. They may not be able to (or want to) tell you precisely why they didn’t sign up with you, but they might give you some clues.
Ask someone who knows them what they want or need and what might turn them off.
Ask someone who knows you for feedback about you and your practice.
Ask someone to sit in on your next client meeting and tell you what they see that could be improved.

There are always things you can improve:

Your presentation or “pitch”. Is it persuasive? Believable? Does it touch on the right points and make the client feel like they are in good hands? Could you improve the opening or closing? Is it too short or too long, too much about you and not enough about the client?
Your website and marketing documents. Are they consistent with the image and professionalism the client wants and expects? Are they thorough? Persuasive? Do they inspire confidence?
How are clients greeted by you and your staff? How long are they are kept waiting? Are you and your staff friendly and genuine? Do you smile, make eye contact, shake hands, offer them a beverage?
How do you describe your services? Do you explain the benefits or just the features? Do you explain enough or assume they already know?
Do you have enough testimonials? Positive reviews? Bona Fides?
What do you send to prospective clients before the first meeting? How is your follow-up after the appointment?
And much more

Anything, large or small, could be the reason a client doesn’t hire you. Keep your eyes and ears open. And when you find something that could be improved, improve it.

You might be just one or two adjustments away from a significant increase in sign ups.

Because clients are people and people are weird.

Filed Under: Client loyalty, Client relations, Closing the sale

You and nobody but you

March 20, 2024 by David M. Ward

You work hard to serve your clients and build your reputation. You want people to see you as the best lawyer for the job.

Do they?

When your clients and contacts need help or advice, do they automatically think of you? When someone they know needs help, do they automatically (and unreservedly) recommend you?

It comes down to this:

Do your clients think of you as their “trusted advisor” or do they not think of you at all unless they have a problem?

A trusted advisor isn’t merely “available” when their clients need them. The trusted advisor is an integral part of their life.

Other lawyers stay in touch with their clients, educate them about the law and how they can help them, and let them know they are available to do that. The trusted advisor actively looks for ways to help their clients and advises them even when those clients aren’t aware they need that advice.

Other lawyers refer business to their clients. The trusted advisor does that, but also educates themself about their clients’ industries and markets, problems and goals so they can proactively suggest ideas and opportunities.

The trusted advisor doesn’t merely stay in touch with their clients, they share with them useful information and strategies they’ve discovered, recommend books and other resources, invite them to relevant events, and introduce them to other professionals they might benefit from knowing.

And they do the same thing with their consumer clients.

They look for ways to deliver value to their clients beyond the scope of their legal needs and wants.

Their clients hear from them regularly, talk to them frequently, and know they can rely on them to protect them.

And because of that, the trusted advisor doesn’t have to persuade them to choose them or follow their advice, and they don’t need to justify their fees. The client trusts them and wouldn’t think of hiring anyone else.

It’s a very satisfying and profitable way to build a law practice.

Filed Under: Client loyalty, Client relations Tagged With: trusted advisor

Make it easy for clients to find you, hire you, and work with you

November 8, 2023 by David M. Ward

In the world of marketing and client relations (which is a sub-set of marketing), one of the best things you can do is to make things easy for your clients and prospects.

Because the easier it is for them, the better it is for you.

Here is a simple checklist of things to do, and a reminder to do them.

MAKE IT EASY FOR CLIENTS TO FIND YOU

Website (SEO, links from authority blogs, other professionals)
Referrals
Advertising
Content (Blogs, articles that get indexed, shared, etc.)
Networking and speaking
Handouts
Directory listings
Newsletters

MAKE IT EASY FOR CLIENTS TO CHOOSE/HIRE YOU

Website (About/bio, service descriptions, FAQs, navigation, contact forms)
Testimonials, reviews, success stories
Everywhere: Explain “why you” instead of doing nothing, doing it themself, hiring someone else, or waiting
Flat fees, guarantees
Simple hiring documents: agreements, disclaimers, authorizations

MAKE IT EASY FOR CLIENTS TO WORK WITH YOU

Explain everything, copy everything
Keep them informed about everything
Remind them of deadlines, appearances, updates, appointments
Encourage them to contact you with questions
Be available. Tell them what to do if they can’t reach you, after hours.
Don’t nickel-and-dime; give them the benefit of the doubt
Make it easy for them to refer, post a review, promote your content

I’m sure you can add to this list and you should. Then, periodically, survey your clients (and prospects) about how you’re doing (and not doing) so you can continue to improve.

Because the easier you make it for your clients and prospects, the better it is for you.