Landing new clients is only the beginning of a harder task: keeping them. Now the real work begins as you find a ways to keep those clients you have worked so hard to get.
Along with new clients comes the inherent need for more time to spend on their cases. Now the problem is not enough new clients but work flow and time management to handle them all. With such a limited schedule, how do you keep them happy so they don’t run off and hire your competition?
Here are five steps to take for better client retention:
1. Take some action on the case immediately. As soon as the client signs on, spend time that day or the next taking some action on the case. This is not only to protect your client’s best legal interests, but also to show them their need for immediate legal help. It also shows them that you genuinely care about them.
2. Send the client some form of written communication within 48 hours of taking the case. It isn’t enough to start working immediately on their case. You must show that you are working and making progress so your client knows they are important to you.
It is also wise to mail a hard copy of all of your communications with your client. Often, it is easier for people to pay for services they can actually visualize. When they can see some physical evidence of your work, it seems worth more to them.
Follow-up letters after phone calls or in-person meetings are another great way to clarify and avoid misunderstandings.
3. Send out a brief survey directed at new clients. Within one week of landing the new client, send out a one-page survey. This can be a great way to collect data on vital questions for use in future law firm marketing strategies; this is also a good time to ask them for their birthdays and anniversaries so you can send a card.
4. Send out a client satisfaction survey after you have completed the case. This is another great way to maintain good communication with clients. It shows them that you really care about their opinions and feelings. They will see that their cases and how it all turns out are important to you.
5. Send the client a handwritten thank you note. Nothing says you care like a handwritten note. Send out the note the same day they select you as their attorney. It doesn’t have to be anything fancy, but you should do it because no one else does.
Clients must feel like you are there to serve in their best interests because you want to be there. Lawyers have the negative reputation of only being in it for the prestige and the money. While these are two important factors from your business view, they are of little concern to your client. You must show you care through your law firm marketing efforts and your communication with your clients. If you don’t care about them, they won’t care about you.
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