What to do when your clients don’t follow your advice

May 17, 2013 by
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A few months ago, I did a “one time” consultation with the partners in a law firm. They asked questions about getting traffic to their website and signing up more clients. I looked at their site and told them what I recommended.

At the end of the call, I had a feeling they didn’t like what I told them and would not be following my advice. But hey, I told them what they needed to hear, not what they wanted to hear.

That’s what we’re paid for, you and I. To tell people what they need to hear, even if they don’t want to hear it. Hey, this ain’t politics.

But what do you do when your clients don’t follow your advice?

You try again. And, if this had been an ongoing consulting arrangement, that’s exactly what I would have done.

When a client doesn’t follow your advice, you bring up the subject again and tell them why you recommend the course you do. You ask them why they don’t want to do what you suggest, or why they prefer to do something else. You have a frank discussion. And you supply them with third party documentation (articles from other experts, studies, and testimonials), proving you know what you’re doing and that your way is best.

But whether it’s legal advice, or marketing advice, sometimes you can’t prove that your advice is the best advice. It’s a matter of judgment, instinct, and experience, not something you can look up in a book.

What then?

Well, aside from documenting your advice in writing (hey, gotta cover the backside), you have two choices. You can either go with what the client wants or you can withdraw. If you’ve done your best to convince the client to follow a course of conduct and they choose not to, there’s nothing else you can do.

If you go with what they want and it doesn’t work out, some clients will admit that you were right and change course. That is if it’s not too late. If the decision turns out to be fatal but you did your best to persuade them not to go that way, they lose. Too bad, so sad.

True, some clients will never see the light. They’ll find a way to blame you. And you will lose them as a client. Too bad, so sad. For them.

Clients. You can’t live without ’em, you can’t bury them in the backyard.

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

Marketing your law practice one hour a week

May 9, 2013 by
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If you only have one hour a week for marketing your law practice, I would spend that time on the phone. Here’s how I would break it down:

  • Twenty minutes speaking to clients and former clients. I would call new clients to say thank you (in addition to sending them a thank you card) and current and former clients to see how they are doing. These people put food on your table and are your best source of new business. Speaking to them “off the clock” is a highly leveraged marketing activity.
  • Twenty minutes speaking to referral sources. I would call other professionals I work with, thank them for their recent referrals, look for ways I can do something to help them, and brainstorm ways we can work together to our mutual benefit.
  • Twenty minutes reaching out to other professionals. I would call people I don’t know, to introduce myself, find out what they do, and see if there is a way we could can work together to our mutual benefit.

A law practice is a people business. We talk to people to strengthen our relationships and cultivate new ones. If you can’t meet people face to face, the phone is the next best thing.

In some ways, the phone is even better than face to face because there is no travel time. So, with only one hour a week, I would smile and dial.

Of course if I had two hours a week for marketing, I would use the second hour to have lunch or coffee with people I know and people I want to know.

This shows you how to set up marketing joint ventures with other professionals. 

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Filed Under: Client loyalty, Client relations, Leverage, Marketing legal services, Marketing Plan, Networking, Referral sources, Referrals, Relationship marketing Tagged With:

How does a new attorney get clients?

May 1, 2013 by
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Yes, how does a new attorney get clients? I remember when I was opening my practice this was something I desperately wanted to know. Unfortunately, I couldn’t find a good answer.

I was told that I should do the following:

  1. Send engraved announcements to everyone you know announcing your new practice
  2. Pass out business cards to everyone you meet
  3. Join groups where you can network and pass out cards to everyone you meet
  4. And, that was about it.

There was no Internet in those days. Yellow pages advertising was too expensive. Besides, I’d have to wait months for the book to come out and I needed business immediately.

I didn’t send out announcements, but I did tell everyone that I had opened my own practice. That brought in exactly zero business. I didn’t do any networking. I was 23 years old and looked it, and I didn’t think anyone would take me seriously. Hey, I didn’t take me seriously.

What I did do (on the phone and in classified ads in a bar journal) was contact other attorneys and let them know I was available for (a) appearances and (b) overflow work. And that actually worked. It gave me some breathing room until I could figure out how to get some clients of my own.

If you’re a new attorney today, opening your own practice, I suggest you do the same. It’s a great way to generate immediate income and get some hands on experience.

But the first thing you should do is set up a website.

Not a page in an online directory or a free website, but your own site. A domain name you own and a site that you host. You don’t need anything fancy. You don’t have to spend a lot of money. You can either do it yourself–if I can learn, you can learn–or pay someone $100 to set up the site for you. Monthly costs are less than $10.

Add lots of content to your site, to show people what you know and how you can help them. Educate people about the law and procedure. Show them what they need to know. Answer their questions, show them their options, and help them understand what to do.

Yes, you should also tell them about the services you offer. But fill your website primarily with information prospective clients want to know about their legal problems and the available solutions . Give them enough information and they will see that you can deliver those solutions.

Make sure your content has appropriate keywords so clients can find you via search. And make sure your site has social media sharing enabled so visitors to your site can share your content with their friends and contacts.

As you gain experience, update your site with additional content–articles, blog posts, reports, checklists–and stories of how you have helped your clients solve problems.

Start building a list. Not everyone who visits your site is ready to hire you. Capture their email address so you can stay in touch with them, notify them when you post new content, and remind them that you are still available to help them or people they know.

When you meet someone who might be a prospective client or referral source, send them to your website so they can learn about what you do.

What’s next? Well, that depends on you. You can continue to build your practice primarily online. You can join networking groups and do public speaking. You can create a free seminar or webinar and “allow” other professionals and centers of influence to invite their clients.

But here’s the thing. Your best source of new clients is referrals from existing and former clients. So, as soon as you have a few clients who are happy with your work, you should leverage those relationships to generate new business.

You can ask for referrals directly but you have another option: ask your clients to refer people to your website and the great content you have available.

How does a new attorney get clients? The same way an old attorney gets clients. Plus appearances and overflow.

The Attorney Marketing Formula. How attorneys get clients.

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Filed Under: Advertising, Business cards, Client loyalty, Marketing legal services, Marketing Plan, Networking, Online Marketing, Referrals, SEO, Social media marketing Tagged With: , , , , ,

I know you are but what am I?

April 16, 2013 by
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What do you do when someone posts a negative review on Yelp?

When an unhappy client goes on a rant about what a terrible attorney you are, should you respond? When someone publicly criticizes you, says you’re dumb ass, or greedy, or the Devil’s spawn because you defend child molesters.

What do you do?

Do you defend yourself? Fight back? Send them a horse’s head?

The best thing to do about negative comments is to ignore them. There’s nothing to be gained by getting into a pissing match. Even stupid people are entitled to their opinion.

You’re not going to change the mind of the opinion holder, and if you try to explain or defend yourself in public, you’ll only make yourself look worse.

If the negative comment is on your blog or on your Facebook wall, you should respond. It would look weird if you didn’t. But don’t respond in kind, just point out the facts. Your friends and followers will probably come to your defense and neutralize the negative comment, maybe even smother it.

But if someone posts a negative review about you on Yelp or another public forum, or they give your book a one star review on amazon.com, ignore it.

Let it go. Pour yourself a stiff one.

I see lawyers who are afraid to dive into social media or do anything online because they are afraid of what unhappy clients might say about them.

That’s operating out of fear. Maybe guilt.

Life (and the practice of law) isn’t about the complete avoidance of risk. It’s about the intelligent management of it. If you are alive (or open for business) there will always be risks.

You may have some unhappy clients, and they may share their unhappiness publicly, but. . .

they may not.

Are you going to forgo all of the benefits of being on the Internet because of what one or two Bozos might say about you?

How about all of the other clients who think you’re great? You’re going to get good comments, too.

A lot of people are saying negative things about Dell right now. They get tons of negative reviews. But people still buy their products.

Now if someone is posting untruths about you and not just their opinion, if someone is defaming you, that’s different. You may have to do something. A letter from your lawyer, perhaps. Or a horse’s head.

I say you “may” have to do something because sometimes, it really is better to ignore things like this. Yes, even when they are untrue and causing harm. Life is too short to get all worked up about everything.

Probably the smartest thing to do is to stop reading your reviews. The bad ones will only upset you and the good ones, well, you’re an attorney. You don’t need an even bigger ego.

Marketing for smart attorneys. The Attorney Marketing Formula.

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Filed Under: Blogging, Client loyalty, Image, Online Marketing, Personal development, Social media Tagged With:

Why clients stay with a bad attorney

April 5, 2013 by
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Ever wonder why clients stay with a bad attorney? Because human beings are creatures of habit. They’ll stay with the same dry cleaner, mechanic, or attorney, even if they aren’t thrilled with the service, because it’s too much work to find a new one. Plus, the next one might be even worse.

So things might be bad but until they get bad enough, they stay.

But sometimes it doesn’t take much to go from bad to bad enough. How many clients are just one unreturned phone call away from leaving?

How about your clients? You may think everything is fine but is it?

You need to know.

Survey your clients. Take a poll. Talk to them privately. Do whatever you have to do to find out how they really feel because if your clients don’t love you, you will never be able to build the kind of practice I’m sure you want.

But here’s the thing. Other lawyers’ clients are staying with them because things aren’t bad enough. That’s an opportunity for you.

No, don’t go courting other lawyers’ clients. There’s someone at your state bar with a stick up his ass who’s just waiting for you to do that.

What you can do is write and talk about how important your clients are to you. How you bend over backwards to keep them happy. And how any attorney who doesn’t do the same just doesn’t get it.

Post articles on your web site. Do a video. Develop a talk.

Become an advocate for treating clients with respect and kindness and appreciation. If you do, it won’t be long before you are approached by clients whose lawyers didn’t get it.

Marketing is simple. If you know The Formula.

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Filed Under: Client loyalty, Client relations

How to get lots of five star reviews and social media mentions

March 1, 2013 by
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I found out how my wife’s new dentist is getting so many testimonials and five star reviews. Yesterday, she got an email from the dentist that said:

“Would you please take a minute to let us know about your last experience with our office? You will be able to share this information with your friends via Facebook, or you may choose to keep your identity anonymous to everyone – including us.

Please answer a couple quick questions for us here:”

A link led to a survey page that prompted her to

  1. Rate the service with one to five stars for (a) Staff, (b) Facilities, and (c) Overall Experience
  2. Provide feedback by answering four questions:

1. “Did the staff take the time to listen to you?”
2. “Did the staff take the time to communicate with you?”
3. “Would you recommend our office to friends and family?”
4. “How long after your appointment time did you wait to be seen?”

There is also a box to add comments and another for suggestions.

You can then submit your review to be published anonymously, with your name, or your name and post it on Facebook. You can also keep your review private meaning it is sent to the doctor without any name attached. The patient is also prompted to refer other patients through the web site.

The dentist uses a service that automates this process for him.

So, a few thoughts come to mind:

  1. If you use a service like this (or do it yourself), you’re going to get a lot of reviews and mentions on Facebook. If you deliver great service to your clients, this could bring you a ton of new business through Facebook, through referrals, and by virtue of the positive reviews you will then be able to post on your web site.
  2. If you do this and you don’t deliver great service, you’re going to kill your practice. Of course if you don’t deliver great service, your practice is already dying; this will just speed things up.
  3. If you want to deliver great service so you can survive and prosper and get lots of positive reviews and referrals, set up something like this because it will force you to work hard to deliver great service.
  4. If you’re nervous about what your clients might say, do it in two steps. First, send clients a questionnaire and ask for feedback. Ask for permission to quote them by name, first name only, or anonymously. If they send back positive feedback, contact them again, thank them for taking the time to respond, and ask them to post their review on Facebook (or whatever). If the feedback is less than positive, apologize and ask what you need to do better.

When he was mayor of New York, the late Ed Koch, was famous for walking around town and asking people, “How am I doing?” He heard a lot of criticism and complaints from his constituents, but he also heard a lot of praise.

Your clients will help you grow your practice. All you have to do is ask.

If you want to earn more and work less, get this.

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

How to break bad news to a client

February 14, 2013 by
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A lawyer asked for advice on how best to break bad news to your client when a case is lost.

Great Question.

The answer is simple. Man up and tell them. Don’t make excuses, don’t cast blame, and don’t parse words. Tell the truth and tell it point blank.

If it was your fault, admit it, and deal with the consequences.

But here’s the thing: if you manage things right, the bad news shouldn’t devastate the client. Disappoint, sadden, yes, but not unreasonably anger. You shouldn’t need to hang a “Gun Free Zone” sign in your office.

What do I mean when I say “if you manage things right”? I mean that from the time you first take the case and throughout its execution, you should manage the client’s expectations about its outcome.

That means not sugar coating the prospects of winning the case or the potential size of the verdict. In fact, you should do the opposite. Under promise. Project low. Tell them there’s a good chance you won’t win at all.

Yes, they might have second thoughts about having you as their attorney and go somewhere else. Let them go. They’ll be nothing but trouble. You want clients who appreciate your honesty and openness, and who appreciate your hard work in the face of big challenges.

Throughout the case, keep them informed. Let them see the ebb and flow, the positives and negatives. Help them to detach emotionally from the outcome. When something is good, remember to show them the other side. That’s why God invented the phrase, “On the other hand. . .”. When it’s bad, do the same thing. You don’t want to be a Debbie or Dennis Downer.

If you’ve done it right, by the time the case comes to a conclusion, they will be mentally prepared for any outcome. Win or lose, big verdict or not so big. They may not be happy, but they will be prepared.

Need more clients? Better clients? Get The Attorney Marketing Formula and start gettin.

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Filed Under: Client loyalty, Client relations, Law office management, Personal development Tagged With: , , , ,

Make your clients smile by writing THIS on your next billing statement

February 11, 2013 by
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Did you see this story: “Parents’ shock after restaurant bill shows $4 discount for their ‘Well Behaved Kids”.

The kids said “please” and “thank you” and were quiet during the meal.

Imagine that.

Even if the restaurant didn’t get world-wide attention for what they did, do you think the parents of these kids might tell some people about their experience?

I think so, too.

If the restaurant advertised a discount would be given to anyone whose kids are well behaved, the idea would have flopped. “Hey, my kids didn’t start a fire this time, where’s my friggin discount!”

What makes this work is that the discount was given after the fact. Totally unexpected. A happy surprise.

Guess what? You can achieve the same result with your clients.

Find a reason to give them a small discount on their next bill. Maybe they showed up at their first appointment on time. Maybe they were especially brave in the face of fear. Or maybe they did a great job at their deposition.

Find something positive and reward them.

You might even want to zero out something. The client expects to get charged for the letter you sent to their landlord. They open their bill and see a zero balance. Nice. Maybe it is their birthday. Or yours. Or maybe you did it because you like them.

Do you think you might score some points in the good will department? I think so, too.

Do you think you might get some world wide press?

“Client’s shock after attorney’s bill shows $100 discount for their ‘well behaved mother-in-law’.”

Nah, me neither.

Get more clients and increase your income. Click here to learn how.

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Filed Under: Client loyalty, Client relations, Fees and Billing, Law office management Tagged With:

How to turn $100 a month into a steady stream of referrals

February 5, 2013 by
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In his twelve year career selling cars at a Chevrolet dealership, Joe Girard personally sold 13,001 cars. Do the math. That’s 90 cars a month, every month, twelve years in a row.

Holy cow. That’s got to be a world’s record.

Actually, it is. The Guinness Book of World Records says so, giving Joe the title of “The World’s Greatest Salesman.”

How on earth did he do it?

In his book, “How to Sell Anything to Anybody,” Joe tells all. One of his “secrets” was sending everyone who ever bought a car or stopped in for a test drive a monthly greeting card. Each month had a theme. In January, it was New Years. February was President’s Day, March was St. Paddy’s Day, and so on. The cards were colorful and fun, with a funny or charming line or two. Each card was hand signed by Joe.

If you were on his list, every month like clock work you got a card from Joe. If it was your birthday that month, you got a birthday card.

Now that’s not all Joe did, but he says these cards kept his name in front of enough people that in a very short period of time, he was getting a steady stream of referrals. Every day, people would call and people would walk-in and ask for Joe. Eventually, he had to hire assistants to handle all the customers.

Could you do something like that? Of course you could. Would it work today when nobody sends regular mail anymore. It will work even better today because nobody sends regular mail anymore.

Start with $100 a month as your marketing budget. (Yes, you can do more.) Send out 100 cards a month to clients and former clients. (It shouldn’t cost you more than $1 per card, including postage.) Do this every month for the next six months and watch what happens.

Every month you remind people who know, like, and trust you that you’re still around and still thinking about them. And every month, they’re prompted to think of you and, naturally, people they know who might need you.

Eventually, Joe’s customers looked forward to getting his cards each month. One month he was late and he got a bunch of worried calls from folks who thought he might be sick. Talk about a following.

Once you’re convinced that this is working, you can expand it to include your prospects, referral sources, and other “friends of the firm”.

Will you get referrals? Yes. Will you get 90 referrals a month and set a world record? I don’t know, but if you do, have a drink on Joe.

Marketing can help you earn more than you ever thought possible. Go here and find out for yourself.

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

A simple way to add value to your legal services

February 4, 2013 by
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Our garage door was damaged when it closed on the rear bumper of my car.

We had three companies come out to give us estimates.

The first one said it was damaged beyond repair and explained why. He gave us an estimate to replace everything except the motor for $1129.

The second one agreed. Estimate: $875.

The third one said the door was fine. He said the track was bent and he could fix it. An hour and half later, he’d fixed the track, replaced some brackets, and installed a new weather strip. Total bill: $219.

The door has never been this quiet or run this smoothly. Even when it was first installed. My wife and I keep opening and closing it, marveling at our splendid “new” door.

Oh yeah, my wife sent the guy over to talk to our neighbor about her door. One of the previous estimators had noticed a gap or something and said to tell her she needed to have it serviced. Nope. The guy who got our business said her door was fine.

Imagine that.

Yes it does pay to shop around. And yes you should be leery of what so-called experts tell you, especially when they have something to sell. And yes you should pay attention to what other people say on Yelp and other such sites. The company we hired had dozens of five-star reviews and sterling comments. We’ll be adding ours.

Now, suppose you had this experience with your garage door and the next day a client asks if you could recommend a garage door company. Would you tell him about this one? Of course you would. You’d be doing him a big favor.

You probably know other companies you would recommend to your clients and contacts, as well as CPAs, insurance brokers, and other lawyers. And if your clients call and ask for a referral, you’d be sure to tell them.

But why wait for them to ask?

If you’re looking for a simple way to add value to your legal services, it doesn’t get any simpler than this. Contact your clients and tell them that if they ever need a referral to a garage door company, auto dealer, roofer, or anything else, they should call your office. Tell them you have a list of companies you have used personally or that other clients have used and recommended.

Encourage them to call. “What do you need? I’ll help you find it.”

Your recommendations help your clients save time and money and avoid problems. Do you think they might love you even more and tell all their friends about their wonderful attorney?

Your recommendations also help the vendors and professionals you recommend. Do you think they might be thankful for your referrals and inclined to reciprocate?

What’s that? You don’t know if you have time for all those calls?

Trust me, you want your phone ringing off the hook with people asking for recommendations because every time it does, you plant more seeds that grow into repeat business and referrals.

One more thing. Encourage your business clients and referral sources to do something similar for their clients and prospects. Why? So you can get your name on their list, of course.

Marketing is simple, if you know The Formula.

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