Client relations Archives - Page 10 of 38 - The Attorney Marketing Center

Who’s on your “hot list”?

October 16, 2020 by David M. Ward

You have contacts you want to stay in touch with. Clients, former clients, referral sources, prospective clients, centers of influence in your niche, and so on.

When you first met them or connected with them, you may have scheduled follow-up dates and stayed in touch. But you got busy, you forgot about them, or you ran out of things to talk about.

What can you do?

First, create a “hot list” of no more than 30 people you want to focus on right now–your “Focus 30” list.

Schedule time each week to look at this list. Choose one or two people and contact them.

Call, write, message them. Ask about their business, their family, their health, their latest project or their next one.

Keep notes about them and your conversations and emails. Keep a list of their websites and social platforms so you can see what they’re up to.

Keep another list of generic ideas or conversation starters, questions you can ask anyone on your list, things you can offer, things you can tell them about or invite them to.

NB: When you regularly create new content you always have something new to tell people about or offer.

Keep your list up to date. Remove people who aren’t responsive and add new ones when you find them.

Give your personal attention to your “Focus 30” and stay in touch with everyone else via your newsletter.

Here’s how to do that

Filed Under: Client relations, Networking, Newsletters Tagged With: stay in touch

On-boarding new clients

October 12, 2020 by David M. Ward

Remember your first day of school? You were scared, you didn’t know anybody, and you didn’t know what was going to happen or what was expected of you.

You may have wanted to go home.

To some extent, your new clients feel the same way. They’re nervous about their case, they don’t know you, and they don’t know what’s going to happen.

Part of your job is to alleviate their fears and doubts and make them feel good about their decision to hire you.

You want them to understand what’s about to happen, what to expect from you, and what you expect from them. You want to equip them to work with you, to help you achieve a good outcome for them.

And you want to set the stage for repeat business and referrals.

You need an on-boarding checklist that spells out what you will do, and when, with links to forms, emails, and lists of things you need to do or tell the new client.

Things like:

Introduce yourself, your staff, and your partners
Learn about their family, their employees, their other advisers
Inquire about other possible legal issues
Provide information about their case–the law, the procedure, the timetable, and the process you follow
Answer their FAQs
Orient them to the tools and processes you use to communicate with your clients (and ask them which apps or methods they prefer)
Give them a “tour” of your office and/or a virtual tour of your website and the resources available to them
Educate them about “what else” you do, ie., other services, practice areas
Provide reports, referral cards, etc., they can hand out
Provide exemplars of positive reviews you’ve received and links to sites where they can leave one if they’re happy with your work
Give them homework, to get them involved in the process
Send a thank you note, a welcome gift, and add their birthday to your card list

Your checklist should encompass what you will say and do at their first appointment and thereafter.

Your clients are your most valuable asset. A checklist can ensure you continue to invest in them.

How to create “referral devices” that bring in new business

Filed Under: Client loyalty, Client relations, Law office management, Marketing legal services Tagged With: New client onboarding

What to do when a client complains

October 7, 2020 by David M. Ward

It happens. Someone is unhappy about something. Often, that means that other clients are unhappy about the same issue, they’re just not telling you.

They just leave. Or don’t hire you again.

But you want your clients to tell you about their complaints. Why?

So you can fix the problem and avoid giving other clients the same bad experience.
So you can keep unhappy clients from telling the world about their bad experience with you on social media, et. al.
So you can assess weaknesses in your systems and improve them.
So you can build a reputation for listening to your clients and caring about them enough to respond to their needs and concerns.

Getting a complaint from a client also gives you the opportunity to turn that client into a fan.

Studies show that many of the most loyal clients (and sources of referrals) come from clients who previously had a complaint that the attorney addressed to their satisfaction.

So, you want clients to come to you if they have an issue with anything. Encourage them to do that. Provide forms they can fill out. Let them respond anonymously if they prefer.

And, when you get a complaint:

Listen to it; don’t argue or become defensive.
Thank the client for calling the problem to your attention.
Fix it.
Apologize and promise it won’t happen again.
Tell them what you will do/have done to make sure it doesn’t happen again.
Consider offering something extra to “make it up to them”
Thank them again for telling you and giving you the opportunity to make things right.
Contact them again and make sure everything is okay.

You don’t have to hire expensive consultants to advise you on improving client relations. Your clients will tell you everything you need to know.

How to quickly grow a big(ger) practice

Filed Under: Client loyalty, Client relations Tagged With: How to handle a complain

When it comes to writing, law school messed us up

October 1, 2020 by David M. Ward

We present the facts. We present the law. We argue our side, or both sides, and report what happened.

That works when you’re briefing cases, but if your blog and newsletter readers wanted to learn the law, they would have gone to law school.

So, you tell stories. And that helps. You write about what your client said or did. And how they felt.

You talk about how they were scared and worried. How they tossed and turned the night before court. How they gave you a big hug after they won.

But what about you?

How did you feel?

Did the case make you tear your hair out? Did the outcome make you smile ear to ear? Did you have tears in your eyes when the client said you saved his life?

Attorneys rarely talk about their feelings. In fact, it seems we usually go out of our way to hide them, perhaps thinking they make us look weak.

Not so.

When we share our feelings, it humanizes us and endears us to our readers and listeners, clients and colleagues. It shows that we care about what we do, and the people for whom we do it.

Have you ever had a client who made you so angry you wanted to throw their file at them? I remember one such client in particular who, in the middle of mediation, on a case that should have settled, changed her mind about what she’d previously told me she would accept.

Okay, that happens, But then, in front of the mediator, she blamed me for not getting her what she wanted, and told me I didn’t know how to do my job.

What? Where did this come from?

I suggested she find another attorney, she did, and life went on. But today, decades later, I still remember her name.

Something tells me you can relate.

Want more referrals? Here’s how to get them

Filed Under: Client relations, Writing

The value of building an exceptional client experience

September 16, 2020 by David M. Ward

It takes a lot of effort to attract good clients. It takes even more effort to keep them happy.

Is it worth it?

All of the time, energy, and money it takes to treat clients “better than they have a right to expect” is one of the best investments you can make.

Here are a few reasons why:

Clients who receive exceptional service are far more likely to stick with you for the long term. Their lifetime value might be ten times what you earn on their first case or engagement.
Happy clients are easier to work with. They are less likely to cause problems, more likely to let you do your work.
They are more likely to be fee sensitive. You can charge more because you’re worth it, and your clients will usually pay on time.
Satisfied clients are willing to provide referrals. Clients who are thrilled with you go out of their way to find clients they can refer.
They promote your offers, share your content, and send traffic to your website.
And they provide testimonials and positive reviews.

As a practicing professional, you can do the minimum required to satisfy your clients or you can consistently look for ways to do more.

Most lawyers go for the first option, giving you the opportunity to stand out from the rest and build an incredibly successful, profitable and satisfying practice.

So, you tell me, is it worth it?

How to (easily) get more referrals from your clients

Filed Under: Client loyalty, Client relations, Referrals

What do your clients want from you?

September 11, 2020 by David M. Ward

You know your clients want you to treat them well, charge reasonable fees, and keep them informed about the progress of their case.

But do you have this in writing?

I’m talking about a “pledge” or a “Client’s Bill of Rights”–something to show clients and prospects, and for you and your staff to commit to and follow.

Start by writing internal guidelines and objectives, for you and your staff. For example, you want your clients to feel welcome and appreciated and to know you are committed to doing your best to help them.

Then, write down things you know your clients want. Here are few ideas to get you started:

To know in advance how much they be charged
To be assured that everything they tell you is confidential
To get copies of everything that comes in or goes out (without being charged extra)
To be told what they can do to help you do a better job for them
What you will do first
To receive an estimate of how long things will take and an explanation of the factors that influence them
To not get billed for a quick call to you or from you
What happens if. . .
What happens when. . .
How often they will receive a bill
Retainer agreements and other documents that are easy to read and understand
Where to get additional information

As you flesh out your list, consider:

What prospective clients will see on your website, how they will be treated when they contact your office and when they speak with you.
What new clients will be told, what they will get, and how they will be treated.
What clients will be told at the end of their case, what you will give them, and what they should do if they have additional questions, need updates or additional services, and how to make a referral.

Make sure to customize your list to your specific practice areas, niche markets, and ideal clients.

Start your list by writing down whatever comes to mind. Ask your staff to contribute ideas. Talk to or survey your clients.

And, once you have a list, put it on your website.

Doing this will keep you focused on serving your clients and treating them the way they want to be treated. It will keep you from forgetting to do what you know you should do, and stimulate you to continually do better.

It will also help you build your practice with happy clients who tell everyone how great you are.

Marketing is easier when you know The Formula

Filed Under: Client relations, Law office management

Why some clients think their attorney is a cold bastard

August 31, 2020 by David M. Ward

Listening is one of the most important skills for an attorney. Too often, an attorney will hear what the client or other person said, decide they understand their point, and immediately start formulating their response.

They may be right in their assessment, but one of the most important parts of listening is showing the other person you are.

When a client thinks you’re not listening, they think you don’t care about them or their case, or you’re not good at your job. Either way, they think less of you.

Effective listening isn’t passive listening, however. Just being quiet isn’t enough. The client needs to know that you not only hear them, you understand them.

A few Do’s and Don’ts.

DON’T do other things during the conversation (other than taking notes). If you can’t give the other person your undivided attention, because you’re late for a meeting, for example, explain this and re-schedule.
DO make eye contact. Nothing says “I don’t care about you” more than avoiding the other person’s gaze. (I’ve seen professionals do this more than once; it’s unnerving).
Ask questions, to clarify and amplify what happened, what they think about it, and what they want.
Acknowledge and validate their feelings, based on what they say and how they appear. “I can see you’re frustrated/angry. . .”, “I can see why that would be a problem. . .” , “I’d feel the same way if I were in your shoes”.
Repeat it back to them. A great way to clarify what they’re saying is to repeat it. “What you’re saying is. . . right?” “Let me make sure I understand what happened. . .”, “So you want your investment back and a public apology, right?”
“Is there anything else?” Don’t assume they’ve told you everything. Continue to prompt them to tell you more, until there’s nothing left to tell.

Yeah, I know, some of this is just good lawyering skills, but it doesn’t hurt to have a refresher.

It also doesn’t hurt to hear how you sound from the client’s perspective, so record the conversation and play it back, latter, over a stiff drink.

If you have the client’s permission, play the recording for someone you trust to give you an honest assessment of your listening skills.

Something else:

It’s also important to show people you’re listening when you reply to their email, letter, or text. But that’s a subject for another day.

Good client relations leads to repeat business and referrals

Filed Under: Client loyalty, Client relations, Communication

Are you essential?

August 25, 2020 by David M. Ward

There are two kinds of attorneys in the world. The first is transactional. A client pays a fee for his or her services, with the hope and expectation of getting a positive outcome.

The attorney may be good at what they do. They may even be great. Their clients may depend on them, trust them, and continually look to them for help, but this doesn’t mean they are essential.

Because they can be replaced.

The second kind of attorney is, relatively speaking, irreplaceable. Their clients depend on them not just for their legal work but for everything else they do for them.

What do I mean? I mean for the things they do that go beyond their core legal services.

A business client may depend on his attorney for introductions, recommendations, and referrals. The client may look to the attorney for information about their industry or market, or depend on the attorney’s wisdom and guidance in building their company.

A consumer client may depend on their attorney for referrals to other professionals and businesses they can trust. They may look to their attorney for guidance on refinancing their home, managing their investments, improving their credit, or protecting their identity.

Today, more than ever, your clients want more from you. They want to see your steadiness and hear your reassurances. They want to see that you are calm, cool, and collected, in a world that is anything but.

When they’re upset or confused, they need to hear your voice or read something you wrote, telling them that everything is going to be okay.

They might not need your legal services for a long time, but they need to know that you will be there when they do, and that they have your friendship and support and can turn to you at any time for just about anything.

When your clients know they can count on you to help them, advise them, support them, and even comfort them, in ways that other attorneys can’t (or don’t), that’s when you become essential.

For ideas on how to help your clients beyond your core legal services, go here

Filed Under: Client loyalty, Client relations

What to say to a client who asks for a free service

July 23, 2020 by David M. Ward

It happens to every attorney. Clients ask for a lower fee or a free service. It’s not a big deal but how you handle it might be. Here are some of my thoughts.

First, the best way to handle this is to avoid it in the first place. Create a clear statement of your fee and billing policies and give a copy to every new client.

Second, when someone (inevitably) asks, be nice about it. Don’t embarrass them, tell them you understand why they’re asking, you’re sympathetic to their situation, you’d like to accommodate them, and you’ll see if you can work something out.

No matter what you say after that, they’ll see that you respect them and considered their request.

Third, focus on value, not cost. Make sure the client understands the value of what you do and, ideally, that it is worth more to them than what they pay.

Show them what might happen if they didn’t hire you, and why they get more value than they would get from other attorneys.

Fifth, don’t make it about you. Frame your response in terms of “the firm” or “our practice,” instead of you. Use phrases like, “the value of our services” (even if you’re a sole practitioner), and say “we” instead of “I”.

Even better, frame it in terms of the client. “The value you get,” or speak broadly–“Our clients tell us they appreciate. . .”.

Sixth, be firm but flexible. Providing discounts and free services tends to devalue what you do, so don’t do it as a matter of course. Instead, suggest a smaller engagement or offer to defer some of their bill.

If you want to give a client a break, make it clear that you’re making an exception and tell them why you’re doing it, e.g, they’ve been with you a long time or you realize they’re going through a tough time.

For more on fees and billing, get my book, “Get the Check“.

Filed Under: Attorneys fees, Client loyalty, Client relations, Fees and Billing

It’s easier to keep your clients happy than to get new ones

June 18, 2020 by David M. Ward

We hired a new gardener recently because our previous one didn’t show up, or call, or text. He’s missed days before, but always let us know, so we figured he’d flaked out and moved on to greener pastures.

Turns out he hadn’t.

We got a text from him yesterday, asking why we removed him from our gated community’s guest list. “Is there a problem? Did I do something wrong?”

We filled him in. He got angry. But didn’t explain why he didn’t show up, contact us, or respond to our numerous texts.

So, he lost our account, and the tree-trimming gig he was booked to do later this month. We know he needs the money because he continually nickled-and-dimed us about everything, and because he mentioned needing the money in his last text.

We have needs, too. We need to know that our yard is being taken care of by someone we can count on.

Maybe he’ll learn a lesson from this. Maybe he’ll realize how important it is to take care of your customers, and that it’s easier to do that than to find new ones.

Hey, I hear a lawnmower outside. Guess out new gardener is here. Right on time. Just like he promised.

Marketing is everything you do to get and keep good clients

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