How well do you know your clients?

June 24, 2014 by
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When your clients like you, they tend to stay with you. And give you referrals. And send traffic. And say nice things about you on social media and review sites.

Yes or yes?

So, how do you get your clients to like you? One way is to show them that you like them. People like people who like them.

Yes or yes?

One of the simplest ways to do this is to show them that you remember some personal details about them. Like the names of their spouse and kids. Like their birthdays. Like whether or not they have pets.

When you know your clients well enough to remember these details, you tell them that you think they are important and that you care about them as people, not just bill-paying clients.

I got a call from a lawyer I haven’t spoken to in a couple of years. I asked him about his wife, by name. He didn’t say anything, but I’m sure he noticed.

When you first meet with a new client, or a prospective clients, get them talking about themselves and take notes. Enter this information into your client database, and continue adding this kind of information, over time. The next time you speak with the client, have your database open and use this information during the conversation.

We are in the people business, you and I. We may sell products or services, or our problem-solving abilities, but what we really sell is ourselves.

Want to make your phone ring? This shows you what to do.

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Filed Under: Client loyalty, Client relations, Referrals, Relationship marketing, Salesmanship

The lifetime value of one-time clients

May 19, 2014 by
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I got an email from a marketing expert I follow who asked us if we would prefer to have a customer or a buyer on our list. What’s the difference? A customer is someone who buys something or hires you once and then goes on their merry way. They might come back, they might not. A customer, on the other hand, is someone who makes a custom of buying from you, “because of the trust, respect, and loyalty they have for you.”

So, customers are better than buyers.

Repeat clients are better than one-time clients.

Does this mean lawyers should only practice in areas where clients make a custom of hiring again and again? Should we choose business law, for example, with lots of repeat business, over consumer bankruptcy where the client might hire us once in a lifetime?

Not necessarily.

Someone who “buys” from you once and never again is potentially just as valuable as someone who hires you frequently. They should be courted and nurtured. We should build relationships with one-time clients, even if they never hire us again.

The lifetime value of a client is only partially measured by the fees they pay us. There are many other ways they can deliver value and help our practice grow. They can provide

  • Referrals
  • Website traffic
  • Recommendations and positive reviews
  • Introductions to other professionals, meeting holders, editors, bloggers, etc.
  • Invitations to networking events
  • Feedback about our services (so we can make improvements)
  • Information about our target market or community
  • Likes, re-tweets, and sharing of our content
  • Forwarding our emails to others in our target market

They can send us business, help us build our list, and otherwise help us bring in more business. In fact, what a client does for us outside of paying fees could easily be worth far more than the fees they pay. In terms of referrals alone, some clients who never hire you again could be worth many times the fees generated from clients who hire you again and again.

In fact, someone who never hires you could be worth far more to you than someone who hires you repeatedly.

The lesson? Treat everyone as though they are your biggest client. Provide extras. Help them every way you can. And stay in touch with them, before, during, and after the engagement or case.

You never know what someone can do to help you.

The Referral Blitz is one way to get clients and contacts to help you build your practice. Click here for details.

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Filed Under: Client loyalty, Client relations, List building, Referral sources, Referrals, Relationship marketing Tagged With:

How to make a better second impression

May 2, 2014 by
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I admit it, I don’t always make a good first impression. Sometimes, I say things that come off as insensitive or inappropriate and my sense of humor sometimes leaves people wondering if I’m still in junior high.

Do you ever do these things? Do you ever wish you could go back and un-say what you’ve said?

You can. And doing so will often create a better impression than you could have hoped to create the first time around.

The answer to a good second impression is to admit your mistakes. First, to yourself. You have to know when you’ve messed up. Then, to the person or persons you have insulted, confused, or otherwise left scratching their head.

Apologize. It’s as simple as that. You don’t need to explain, although that might help if you do have an explanation other than “I’m an idiot”. Usually, a simple, I’m sorry, I didn’t mean it,” is enough.

Most people understand. Most people are forgiving. Most people will like you better for being honest enough to admit your mistakes and for caring enough to come forward.

It’s well known in marketing that when a customer or client is upset, making things right often leads them to become long-time clients and ardent supporters. I think it has something to do with releasing the tension created by the initial mistake or problem.

As lawyers, it’s often difficult for us to admit we’re wrong. We don’t want people to know we make mistakes. Because of this, when we admit our transgressions, it can make an even bigger impact.

If you have made a bad first impression, fess up and fix it. You can make a better second impression. Unless you own an NBA team and you just don’t care.

Need help with marketing? Here you go

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Filed Under: Client loyalty, Client relations, Communication, Networking, Personal development Tagged With:

The Fortune is in the Follow-up

April 21, 2014 by
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One of the most important aspects of marketing any business or professional practice is follow-up. For many, it’s also one of the most challenging.

Because they must, most attorneys have a process for communicating with existing clients. This process is driven by the demands of the case or legal matter. Copies are mailed, calls are made to discuss strategy, progress reports are sent on a pre-determined schedule. Once the case is settled or the matter is completed, however, follow-up is often done haphazardly and too often, not at all.

And then there’s everyone else.

  • Prospective clients
  • Former clients
  • Referral sources/professional contacts/”friends of the firm”
  • Prospective referral sources
  • Bloggers/editors/publishers
  • Meeting planners
  • Etc.

Each category has a different purpose. Following-up with former clients, for example, can lead to repeat business, updates, referrals, traffic to your website or sign-ups for your event. Following-up with bloggers can lead to guest posts, interviews, and links to your web content. Following-up with prospective clients can lead to new cases or engagements but can also lead to referrals.

Within each category are individuals who are further along in their relationship with you and thus more likely to respond to your contact. There are also individuals who have more potential than others, e.g., a prospective referral source who is well known in your target market, a prospective client who could bring you a lot of business, etc.

I’m sure you appreciate the value of following-up with these people. You know that former clients are your best source of new business (repeat, referrals). You know that staying in touch with prospective clients is good for business.

But how do you manage everything?

You start by creating lists. There are many software solutions for doing that. Pick one. Import your existing database or create new lists manually. It is time well spent.

Add a code or tag or field to each contact in your database so you can sort your lists by type and date range and other criteria. For example, you should be able to do a sort and find a list of former clients with whom you haven’t spoken OR emailed in more than 90 days.

Now what?

You’re almost there. The hard part is done. Now, you just need a plan for staying in touch with everyone. There are three parts to the plan:

  1. Schedule. How often will you contact them?
  2. Media. Will you use email, phone, regular mail, or social media?
  3. Content. For example will you send them personal emails, a general newsletter, or both?

You’ll probably find it easier to start with one category. Create a plan for following-up with former clients, for example. Once that’s done, you can consider other categories.

Once you have things set up, flag key individuals for customized follow-ups. You’ll want to call certain people more often, for example, or call some people but only send email to others.

This may seem a daunting task but if you take it step by step, you can do it. Once you have, you’ll be glad you did.

Marketing is easy, when you know The Formula

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Filed Under: Client loyalty, Communication, Law office management, Marketing Plan, Referral sources, Referrals Tagged With: ,

Queen for a Day: Marketing Legal Services Like a 1950’s TV Show

March 28, 2014 by
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When I was a kid, there was a TV show called “Queen for a Day”. I think it started on radio.

The premise was that some lucky housewife would be brought to the studio, surprised with a multitude of gifts, and treated like royalty. She received clothing, furniture, appliances, jewelry, dinners, and trips. And with a lot of fanfare, she was anointed “Queen for a Day,” complete with a crown, a fur wrap, and a scepter.

Corny, but cute.

Anyway, in marketing legal services, we usually think in terms of what we can do for all of our clients, collectively. We send everyone a certain email, we upgrade our waiting room for the comfort of all clients.

Today, I’d like to suggest that you start your own “Queen for a Day” program.

Every day, choose a different client who will become “Queen (or King) for a Day”. You don’t have to buy them expensive gifts, or film them jumping up and down with excitement. You don’t even need to tell them they were chosen as part of your “Client of the Day” marketing program.

Choose someone, at random, and send them something, or do something, to surprise and delight them. Something that’s not part of the regular service they receive from you and not something you regularly do for all of your clients.

Here are some examples:

  • A handwritten note of appreciation
  • Flowers or a plant
  • Cookies or donuts
  • Enter their name in a drawing for the month, with prizes (e.g., gift certificates, etc.)
  • Mention their business in your newsletter or on your website
  • Make a charitable donation in their name
  • Offer to meet and buy them coffee
  • Offer them a free or heavily discounted service
  • Send them a book

Imagine how the client will feel when he or she gets this unexpected attention. Do you think they will feel good about having you as their lawyer? Do you think they might keep you as their lawyer? Do you think they might tell their friends about how you treated them?

You don’t have to give the same thing to each client. You can spend more on better clients if you want. And, there are lots of things you can do that cost very little, or nothing.

It’s not about the “prizes,” it’s about the recognition. It’s about showing your clients you appreciate them.

Choose one client every day and make them feel special. Like a Queen or a King for a day.

Marketing is easy, when you know The Formula.

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

Attorney marketing in a nutshell

March 19, 2014 by
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Relax. Marketing really isn’t difficult.

Yes, you have to work hard the first few years in practice to establish a client base and develop some professional relationships, but once you do, you can leverage those clients and those relationships for the rest of your career.

Yesterday’s clients come back and send you referrals. Professional contacts send you business and introduce you to their counterparts. New clients and new contacts help your list grow, and the cycle continues.

That’s the way it always was. That’s the way it always will be.

The Internet lowers costs and gives you more options. But it can also become a big distraction. When you find yourself wondering what to do, go back to the fundamentals. Build a list and stay in touch with it. Contact former clients. Remind them you’re still here. Send them news and information.

What’s sad is that so many attorneys don’t get it. They don’t build a list, or stay in touch with it. They write big checks for advertising or consultants, instead of investing in their existing relationships.

The people you know, right now, are your biggest source of new business. Invest in them. Find ways to help them. Stay in touch with them.

I’ve hired attorneys before you never contacted me again. If I had a referral, I wouldn’t send it to them because I can’t remember their name.

Hello, is this thing on?

I’ll say it again. Attorney marketing is not difficult. Build a list and stay in touch with it.

You are on my list. I stay in touch with you. You buy my products and services and send me referrals and traffic. Thank you for that. I appreciate it. Of course you do this because I provide you with value. We have a mutually rewarding relationship.

What if I didn’t have a list? I wouldn’t be able to provide you with that value. I couldn’t stay in touch with you.

What if I never wrote to you? Would you remember me? Send me referrals or traffic? Not so much.

Yes, there are other things you (and I) can do to bring in new business. But nothing is more effective, less costly, or easier than building a list and staying in touch with it.

And that’s attorney marketing, in a nutshell.

Use your website to build your list. This is all you need.

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Filed Under: Client loyalty, List building, Marketing legal services, Newsletters, Referrals, Relationship marketing

How to get more referrals from clients

February 25, 2014 by
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What do you think would happen if your first time clients came away from their meeting with you believing that you are amazing? Do you think they might be more likely to stay with you, even though there might be less expensive attorneys in town? Do you think they might be more inclined to send you referrals?

There are lots of ways to “wow” new clients. Here’s one that is both simple and incredibly effective: introduce them to other people in your office.

Take them on a little tour, show them the library and conference room, and introduce them to your partners and staff. Introduce them to the person who answers the phone. Introduce them to the office manager. Introduce them to everyone who will be working on their case.

Make sure everyone shakes hands with the new client, makes eye contact, smiles, and tells them they are happy to meet them.

How many attorneys do this? Very few. How many of any kind of professional or business do this? Same answer. So when you do this, your new clients will see that you are different, that you really care about your clients.

On their way home, the client is thinking about his or her experience. It will forever be imprinted on their brains.

But hold on. You can really hit a home run by following up with a welcome call.

Someone should call the new client later that day or the next day to see if they have any questions, remind them about the next appointment, and tell them to expect a new client welcome kit in the mail. If someone who will be working on their case wasn’t in the office or was with other clients when the new client got the tour, they should also call and introduce themselves.

How much effort does it take to show clients you are amazing? Not much at all. But it only works if do it because you really do about your clients, not because you think it might get you more referrals.

How to get more referrals from clients without asking for referrals: Click here

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Filed Under: Client loyalty, Client relations, Referrals

Do you love your clients?

February 14, 2014 by
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Do you love your clients? You do? Wow, that’s a bit creepy. Don’t they have rules against that in your state?

Like your clients, sure. Care about, appreciate them, respect them, yes, yes, and yes. But not so quick with the love glue-gunnin.

Let’s reserve the Valentine’s for loved ones, okay? And your dog, if you must. But not the clients.

But, here’s the thing. When was the last time you told a client you cared about them?

You don’t have to get all weepy or anything. You’ll just embarrass them, and yourself. In fact, you really don’t have to say anything at all. You can let them know in little ways. Like calling them, off the clock, just to say hello. Like remembering the names of their kids. Like sending them a hand written thank you note when they send you a referral.

I’ve hired attorneys. Doctors, dentists, too. Most of them get it wrong. Oh, they go through the motions of being friendly and treating me like a person, instead of an account. But you can tell, they’ve got other things on their mind.

Look me in the eyes, please. Take an extra few seconds to listen. Laugh at my dumb jokes, and maybe tell me one of your own.

Yes, I know you’ve got other clients in the waiting room, but I’m here in the office, right now. Me. Make me feel like I’m your only client, just for a few seconds.

I came to you because I heard you’re good at your job. That’s important to me. If you do good work, I’ll probably come back.

But what if you went a wee bit further and made me feel special? Like you truly enjoyed meeting me. And you appreciate having me as a client and you know that without me and others like me, your kids wouldn’t go to a nice school.

Then, I might do more than come back. I might become a big fan and go out of my way to tell others about how great you are, not just as a clinician, but as a person. Someone special. Someone I care about. Someone the world needs to know about.

I won’t send you flowers or candy, but I might help you fill your waiting room with clients.

Your bill is one of your most valuable marketing tools. Click here to learn why.

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

Help me if you can I’m feeling down

January 27, 2014 by
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Actually, I’m fine. Just singin me some Beatles and thinking about how difficult it is for folks to ask for help. It’s an ego thing. We don’t want to appear weak. So we don’t ask, and when help is offered, we often turn it down.

But people want to help. It makes them feel good. I know this because I know how good it feels when I help others.

So we should ask each other for help more often. It’s good for them and good for you.

You can get just about anything you want just by asking. You can ask your clients for all kinds of help. You can ask the readers of your newsletter, personal friends, professional contacts, anyone, including strangers.

What do you want? Whatever it is, someone can help you get it.

  • referrals
  • information
  • advice
  • introductions
  • copies (forms, letters, checklists)
  • recommendations (products, software, books)
  • time (as a volunteer)
  • testimonials
  • someone to talk to
  • donations (to your cause)
  • write a guest post or allow you to write one
  • invite you to their next networking event
  • speak at their event
  • pass out your cards, reports
  • feedback
  • mentoring
  • Likes, Re-tweets, and Shares
  • a ride to the airport

Just about anything.

Time out. Take a break. Sing along with me and the Fab Four:

When I was younger,
So much younger than today
I never needed anybody’s
Help in any way
But now those days are gone
I’m not so self assured
Now I find, I’ve changed my mind
I’ve opened up the door

Help me if you can,
I’m feeling down
And I do, appreciate you being round
Help me get my feet back on the ground
Won’t you please, please help me

And now my life has changed
In oh so many ways
My independence seems to vanish in the haze
But every now and then
I feel so insecure
I know that I just need you
Like I’ve never done before

Okay, you may need some help asking for help. You’re out of practice. You haven’t asked for help since you needed Mom to tie your shoes. How do you get started?

First, make a list of what you want. Big things, little things, and everything in between. What could you ask for? Write down as many things as you can think of that would make your life better.

Next, write down the names of people you know who could help you get the things on your list. Match people with tasks suited to their interests, strengths, and resources. (Later, when you get better at asking, you can ask strangers.)

Then, choose something, contact someone and ask for help. Be direct. Tell them why you’re asking them.

Compliment them if possible. Tell them you value their feedback or insights, or value them as a friend or client and know you can count on them.

Start with something small, and easy. Something that’s hard to turn down. Have them read something you wrote, for example, and tell you what you think. Or ask them to recommend a good movie. Be specific. “Would you introduce me to your life insurance agent?” is better than “Would you introduce me to some professionals?”

You start small to get used to asking. Get over your resistance and see that people are willing to help. See how good it feels when they say yes.

Later, you’ll graduate to bigger things. Eventually, you’ll get good at asking. And you’ll be amazed at how much people are willing to do.

You may also surprise yourself at how much you have to give others. When people do for you, you will feel obliged to do something for them. When you do, you’ll feel good about that. You’ll want to do more. The more you do, the more others will want to do for you.

And so it goes. Help begets help.

If you’re having trouble asking, start by offering. Call someone, find out what they need and help them get it.

Years ago, I read, “The Aladdin Factor: How to Ask For and Get What You Want in Every Area of Your Life” a book by Jack Canfield and Mark Victor Hansen, the team that brought you “Chicken Soup for the Soul” and its progeny. If you’re interested in this topic and you like inspiring stories about people who experienced amazing changes in their lives by asking for help, you should pick up a copy.

Okay, now I’m going to ask you a favor. If you like this post, would you forward it to someone you care about? Thank you. I knew I could count on you. Now, what can I do for you?

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Filed Under: Client loyalty, Client relations, Communication, Inspiration, Marketing legal services, Personal development, Relationship marketing Tagged With: ,

Why some attorneys earn more than you do

January 16, 2014 by
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With my CLE compliance deadline approaching (I finshed, thanks for asking), I’m being inundated with emails offering all manor of courses. I noticed that some companies charge much more than others. In fact, prices are all over the place. I could get all 25 credits for $299 or for $60. Are one company’s courses five times better than another’s? Probably not.

So why would attorneys pay more for something they could easily get for less?

Because some companies are well known to them and have good reputations. Lawyers will order from a familiar company because it’s safe. They don’t need to check them out. Click, order, done. They may realize they are paying more but the convenience and peace of mind are worth it.

I’m sure some attorneys equate a higher price with higher quality. They assume that by paying more they’re getting better courses. Or conversely, that if they pay a low price they will get inferior quality.

Other attorneys simply don’t want to take the time to shop around. They’re busy.

Still others never considered looking at anything else. They simply order from the company they ordered from the last time. They are a satisfied customer. When they get an email from “their company,” they just order.

Make sense?

Well guess what? The same things are true for buying legal services. People will pay more to hire an attorney who is well known to them or who comes through a referral. They will pay more to attorneys who make it easy and convenient to hire them. They will pay more because they believe they are getting more value than they would get from a “cheaper” attorney.

Yes, some clients shop price. You don’t want them. You want the low-hanging fruit, the clients who are willing to pay more for intangibles that are important to them.

And that’s why some attorneys earn more than you do for the same services.

Want to get paid more? Get the Check: Stress-Free Legal Billing and Collection shows you how.

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Filed Under: Attorneys fees, Client loyalty, Fees and Billing, Increase your income, Legal industry, Marketing legal services
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