With much more competition than ever before, law firms need to employ creative strategies to build a loyal client base.
“It’s important to create a loyal customer base these days for repeat business, referrals and receiving excellent feedback on social media and Google reviews,” says Andrew Legrand, a business attorney at Spera Law Group, LLC. “Referrals and online reviews are two of the main ways that consumers and small businesses find attorneys. You can’t expect to get client referrals or receive good online reviews if you’re not providing a good client experience.”
With that in mind, if you’re looking to increase the number of clients you have and ensure they’re satisfied, put the following advice into practice at your law firm.
TREAT THEM LIKE YOU’D WANT TO BE TREATED
Think about the brands and businesses you love. Why do you keep going back to them? Maybe you go to a certain hotel because the concierge remembers your name and gives you an upgrade, or you choose to shop at one grocery store because they always tell you about the latest deals on products. In your law firm, you should treat your clients like you’d want to be treated — if not better.
“Put yourself in the clients’ shoes and [say], ‘How would I want to go through this process?’” says Archal Rami, Business Consultant and Chief Executive Officer of Rami Consulting Group.
Think about the brands and businesses you love. Why do you keep going back to them? In your law firm, you should treat your clients like you’d want to be treated — if not better.
For example, Rami says you can make sure your law firm is easy to find by providing clear directions to your office. When the client walks in, you could offer them coffee or light refreshments so they feel welcomed. While the case is going on, check in on how the clients are doing and offer your assistance. After the case, no matter what the outcome is, reach out to the client and ask how they are doing (in an appropriate manner).
Additionally, according to Frederick Penney, Founding Partner of Penney & Associates, it’s a good idea to stay in touch with them by sending holiday cards or a newsletter, as long as that’s in line with your state bar’s ethics rules.
“I would recommend making sure you seem genuinely interested in your clients, not just their cases,” he says. “You cannot do this with all clients, as some desire different interactions. I still have friends from 25 years ago [who] were my clients. Building this kind of relationship can be an effective way of not only retaining a loyal client but also getting referrals.”
FOCUS ON CUSTOMER SERVICE
According to Fundera, 80% of customers will pay a higher price for a better customer experience, which is why you need to emphasize it in your law firm.
“The best way to build a loyal client base for a law firm is by providing exemplary service,” says Legrand. “That word gets tossed around a lot, but it really is what people remember.”
So what does great customer service mean to Legrand? He says it includes constant communication, transparent billing practices “and a clear understanding of where the client is today and where they’re going in the future. Many times, [clients] are afraid of hiring lawyers either because of the cost, our social values or just the overall nature of hiring someone in a situation that most people probably don’t want to be in. By providing service, we can provide comfort and create raving fans.”
BE OPEN TO CHANGE
The legal industry is changing all the time. For instance, some lawyers are getting rid of hourly billing to stay competitive. According to Attorney At Work, since customers have more power than ever before, they can call the shots and choose not to hire attorneys who bill by the hour. Plus, customers realize that hourly billing does not accurately reflect value; taking a quick phone call with a client is not as tough as writing out a unique contract.
If you want to build a loyal client base, you’ll also have to keep up with the times and customer demands. Sheila Murphy, President and Chief Executive Officer of Focus Forward Consulting, says this means being willing to consider alternative billing arrangements and being open to technology and innovation.
PROVIDE EXTRA VALUE
At the bare minimum, you should deliver timely and accurate advice at a fair price, according to Robert Elwood, Chief Operating Officer and Partner at Practus LLP. “But to build true loyalty, you must invest yourself deeply in the well-being of the client,” he says.
This can take many forms. Elwood says you could ask them about more than their legal problems, like inquiring about their business, their families and whatever else matters to them. “Add value whenever you can, especially if you can do so for free. For example, if your client has a branding problem, then brainstorm with them about what makes their business uniquely valuable.”
BE CONSISTENT WITH COMMUNICATION
Your clients want to know that you’re working hard on their case. To prove that you are, as well as help them feel comforted, you can emphasize communication.
If you can’t do something, don’t tell your client you can. And if you have the ability to do something, follow through — or else you’ll break that sacred trust.
Darryl Smith, Founding Partner at Florida Car Accident Lawyer Team, says that you need to communicate with your client through each and every step of the legal process and make sure you have addressed their questions and concerns promptly.
“Consistent communication is important to keeping a loyal client base because clients respect and remain loyal to attorneys [who] are always there for them. Improving your attorney-client relationship can keep clients loyal, even if competitors are offering lower prices.”
Murphy adds that you should communicate the way the client wants to, whether that’s over email, text, the phone or some other method of communication.
SPEAK THE CLIENTS’ LANGUAGE
To ensure you and your clients are on the same page, do some research into their situation and business and learn the ins and outs of it.
“Understand the business and industry the client is in so you can speak their language and know the trends/pressures impacting them,” says Murphy.
KEEP YOUR PROMISES
If you can’t do something, don’t tell your client you can. And if you have the ability to do something, follow through — or else you’ll break that sacred trust.
Loyalty goes both ways: if you’re not working with your ideal clients, then seek out new ones who are going to stick with you and pay you what you deserve.
“When someone makes a promise, people tend to remember that,” says Legrand. “If you tell someone you're going to do something and then don’t do it, why would they believe anything else you have to say?”
GO FOR CLIENTS WHO VALUE YOU
Loyalty goes both ways: if you’re not working with your ideal clients, then seek out new ones who are going to stick with you and pay you what you deserve.
“Clients can be loyal, or at least the best kind of clients [can be],” says Legrand. “The clients who are always looking for the lowest price may not be the ‘A’ clients that you actually want in your law firm. So yes, you will lose some clients if someone else is offering a lower price, but is that really the type of client that you want?”
WORK HARD FOR YOUR CLIENTS
At the end of the day, clients are going to stay loyal to you if they’ve had an exceptional experience and are assured that you worked hard for them. Always dedicate yourself 100% to your clients, and they will give you their loyalty in return.
“The client experience is what drives loyalty,” says Rami. “If clients have felt like that the lawyer has done everything in their power to get the best result possible, then they likely will come back, because they know they will get the best result possible.”
