Sometimes, Legal Marketing Is About The Clients You Already Have

We’ve all heard the story of the man who doesn’t appreciate the woman he has until she walks out the door. While every client won’t be a repeat, creating an amazing customer experience for each and every client can generate some serious marketing juju for your firm, no matter how big or small. Here are some ideas for leveraging the clients you do have and turning them into more business:

Never underestimate the power of a question: “How did you find us?” “What did you like most about your service?” “What can we do better?” It’s easy to neglect these questions when you’re mired in a pile of briefs and ex parte hearings, but do so at your own peril. Chances are your current clients already know what you need to do to get your next set…they just haven’t told you yet.

Make sure your staff is in on the game: We all hope our clients will generate repeat business or referrals…but a rudely answered phone, an unanswered e-mail or a poorly-handled crisis could prejudice a paying client against your firm forever. Train your entire staff to uphold client care and do you proud. It could help save the clients you do have and encourage them to pass on business.

When in doubt, ask: There is no shame in asking current clients for referrals – if the question is asked tactfully and with a sense of respect for your client’s time and energy. Simply reminding your clients that you love referrals is often the best way to keep them coming.

Stay in touch: Staying on the radar is a simple solution for referrals. Holiday and birthday cards are a great way to stay in touch, email newsletters are also a great way to stay in touch with current clients as long as you don’t overdo it.

Gather testimonials: Don’t just bask when your client thanks you for that mega verdict or successful motion…take it down with pen and paper and ask for their permission to use it in future marketing communications! A great testimonial is often the tipping point for undecided prospects.

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