Even the most successful law firms suffer client losses. There will always be a few clients who go away for very good reasons, but what about those clients that go away for no clearly discernable reason? If you’re honest, you’ll admit this happens more often than you’d like.
Here are three steps your firm can take to cut client losses:
- Don’t forget about clients once they sign on.
This is so common that United Airlines made a pretty famous TV commercial about it:
Believe it or not, that commercial was made 25 years ago — it’s no longer running, but the mistake it highlights is still going on: forgetting about your clients once they become clients. Today, it is not enough to simply provide good service. Your clients expect you to provide exceptional service, and that means keeping in touch with them so they know they are top-of-mind with you.
- Keep clients updated and educated.
The #1 complaint clients make to bar associations is lack of communication from their attorneys. But really, you need to go above and beyond just keeping clients informed about the progress of their cases. You need to proactively educate them on events or changes in the law that could affect them. Hold seminars or webinars on relevant topics of interest. Find every opportunity to demonstrate your expertise and your usefulness.
- Tout your results.
Your clients are likely as busy as you are and the great job you are doing for them is likely not always on their radar. They don’t see you every day, maybe not even once a month. You need to tell your clients regularly the results they are getting from working with you. If there are other services you provide and that they could benefit from but are not currently using, let them know what benefits they could get from using those other services. Take your clients to lunch or dinner on a regularly scheduled basis to share those results and to affirm that the direction you are leading them is where they want (or need) to go.
When you look out for your clients properly, you are really looking out for the long-term success of your law firm. Take care of your clients, and they will take care of you. It really can be that simple.