We had our carpets cleaned yesterday. Excellent service and excellent results from a top rated company. But, in my humble (but accurate) opinion, they dropped the ball on something that could have a profound effect on their business.

They didn’t explain how to prepare for their visit.

When he arrived, the technician complimented my wife on her preparation–vacuuming thoroughly, removing cat hair from the furniture (lint rollers), and said that many customers don’t do this. They expect that he will vacuum and he doesn’t. I’m there to clean the carpet, he tells them, and when they don’t vacuum, his job takes longer and often leads to poorer results.

You can argue that vacuuming should be included in the service and that customers aren’t out of line to expect this, but that’s beside the point. The point is that the company should explain this to the customer well in advance of the appointment. Send them instructions on how to prepare, and what will happen once they start the work.

And, why not offer some add-on services like vacuuming, at additional cost, for those who want it?

But no, other than explaining that the workers don’t move heavy furniture and that the carpets would be cleaned around it, nothing else was explained.

How difficult would it be to send customers an email with a list of what to do and what to expect? How many issues would something simple like that eliminate in advance?

Wait, there’s more.

After the work was done, the worker explained to my wife some things to do to make sure the carpet dried properly and quickly. He also told her what not to do. He was thorough and patient but again, why not put this in writing? Hand customers a booklet that explains everything?

If they supplied customers with written information about preparation and aftercare, they would have happier customers, with even better results.

Happier customers mean more repeat business, more five-star reviews, and more referrals.

I’m sure you have something you send to new clients so they can prepare for their first visit to your office, or take away after the first visit. I’m sure you also have something you give them at the end of the case or matter. I’m also sure that both of these documents answer common questions and tell the client what to expect and what to do in a variety of situations.

If you don’t have these, you should. If you do have them, now would be a good time to review them and make sure they are as thorough and helpful as they can be.

NB: in the aftercare instructions, also explain what to do if they are satisfied with your work: where to post a review and how to make a referral.

How to get (a lot) more referrals from your clients: instructions here

Some attorneys believe that asking their clients (and others) for help is a sign of weakness. They think that any help a client might give them–referrals, sharing their content, liking their videos, posting a review–should and will happen organically, with no prompting from them.

In truth, while some clients will help you on their own, most won’t. Not because they don’t want to but because they don’t know what to do or they’re busy and forget to do it.

Your clients want to send you referrals. They want to help you and they want to help their friends. If you don’t tell your clients who would make a good referral for you and show them the best way to facilitate the referral, you make it harder for them to do. So their friend might wind up with another attorney who doesn’t do a good job or charges them more.

By not asking for help, you’re hurting your clients and the people they care about.

Your clients want other people to know you did a good job for them. Other people who are looking for an attorney depend on reviews by people who have hired you in the past. If you don’t ask your clients to leave a review, they might think you don’t care about reviews and not leave one. You’re denying them the satisfaction of helping others find you.

You think asking for help shows weakness when in truth it is a sign of strength and confidence. It shows people that you know don’t live in an ivory tower, you live in the real world and depend on others for your success. It is a sign of humility and respect for your clients and for yourself.

When you understand this, you realize that asking for help is no more a sign of weakness than asking a client to pay your bill.

How to make it easier for your clients to send you referrals

You have an email subscriber who wants to leave your list. Let them go. In fact, encourage them to do so. If they’re not happy with what you’re sending them, why should they remain?

That same goes for you and me. If you’re not digging my emails, if you think I email too often and you can’t keep up, if you don’t want to follow any of my advice, there’s no point in you sticking around. And from my perspective, if you don’t “dig” me, you’re not going to buy anything from me, so there’s no point in keeping you on my list.

Let’s part friends. But let’s part.

That’s the proper attitude whether we’re talking about email subscribers, social media connections, networking friends, or clients. If one or both of you isn’t been served by the relationship, one of you has to let the other go.

If a client isn’t happy with something and you’ve tried to work it out but it’s just not happening, you have to let them go. It’s best for both of you.

Don’t let them storm off, however. Use a little finesse.

I would say, “It sounds like you might be happier with another lawyer. Would you like me to give you a referral?”

Why this?

Because it’s kick-ass posture. You’re not only suggesting they might want to work with someone else, you’re offering to help them find them.

It says, “I’d love to continue to work with you, but I don’t need your business. I want you to be happy and if I’m not your guy, I know other lawyers who might be a better fit for you.”

Confident. Strong. Successful. The very picture of a lawyer who is in demand and whose clients are fortunate to be with them.

Of course by saying, “You might be. . ,” the word “might” keeps the door open. You’re giving them a chance to realize that they might NOT be happy with another lawyer and realize that maybe the reason they’re not happy isn’t entirely your fault.

By taking the high road, not arguing, not trying to convince them to say, you’re confirming that you really don’t need their business. By letting them go this way, clients often realize they really don’t want to go.

Anyway, you can’t stop them from leaving, so don’t try. Let them go. It may be the best way to get them to stay.

Good client relations is your best marketing strategy.

What do you do when there’s a problem with a case? Do you email the client to tell them? Or do you call?

Calling is better, of course, because you can explain what happened, answer the client’s questions, discuss the options, and work together to find the path forward.

You’re not just delivering news, you’re having a conversation.

Your tone of voice tells the client how you feel about the issue. He’ll hear your concern and appreciate that you personally called. The client might still be upset or afraid, but being able to talk to you will help, even if he blames you for the problem. Actually, especially if he blames you because he can vent and then the two of you can talk about what to do.

Now, you probably know this and you probably use the phone when there’s a problem. The question is, do you use the phone when there isn’t a problem?

When you want to tell the client good news. When you want to ask the client a question. When you want to touch base with the client. Do you call? Even when you don’t have to?

The same dynamics exist whether you’re delivering good news or bad. Just as you want the client to hear the concern in your voice when you deliver bad news, you want them to hear the smile in your voice when the news is good.

If you’re not calling your clients, you’re missing out on an opportunity to strengthen your relationship with them.

Call more, email less.

But, there’s something even better than calling. Whenever possible, meet with your clients in person.

Whether you have good news, bad news, or no news, getting face to face with your clients gives you an opportunity to bond in a way that cannot be simulated over the phone. Now only does tone of voice come into play, so do facial expressions, body language, and general interpersonal chemistry.

Find reasons to meet with your clients for coffee. Visit their business. Invite them to your office. And don’t charge for that time, even if you could.

Spend face time with your clients and when you’re done, send them an email saying, “It was nice to see you.” Or better yet, call.

Your clients are worth a fortune to you