Keep your existing clients! Build on what you have by maintaining and expanding existing good client relations.

Spend time developing your existing client base. One of the best ways to increase your market share is to build on what you have.

Expand and cement your existing relationships by:

Knowing your client's business. What steps do you need to take to really understand your client's business?
Sending information to your clients that is directly on point for their business.
Contacting clients by phone to see what business challenges they are facing.
Visiting clients at their place of business.
Making referrals to their businesses.

Get information to your clients in a variety of ways – firm newsletter, personal letter, hand-written note, email notices, lunch, a client-appreciation networking gathering, or a quick call. Whatever – but do it!

And let clients know why you like working with them. For example, does the nature of their legal matter excite you? Are they a cooperative, responsive client? Let the client know what you value about them. Be honest.

Keep clients informed of your own business developments:

Use technology to increase the benefits you offer to your existing clients.
Keep your clients informed of the changes you make to your practice. They don't know unless you tell them.
Ask your clients for referrals -- let them know that although you are busy you would still like more work and referrals from them.

Managing the relationship and providing outstanding, legal services will help you retain clients and increase your client-base. Keep in mind the values of connection, loyalty, trust, commitment, excellence, enterprise, warmth, support, reliability, and respect — among others.

LMI

After more than 19 years as a business lawyer, Irene Leonard offers business coaching services as a Certified Professional and Personal Coach. She can be reached at (425) 672 4321.

Published in the July 1999 edition of "Marketing Brief"