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You have spent thousands of dollars on your law school education, briefed
cases, endured the grind of studying for the bar exam, passed, launched your
own law
practice, and are now ready to make some money, but there is one problem … where
are the clients? So you spend thousands more on your law
office marketing budget and the clients gradually come along. Now that
your most precious commodity is in your grasp, your law
office needs to do a few things to maintain the relationship with your
client.
One of the most over looked factors in law office client relations is communication. Too many attorneys delay in communicating back to a client, whether potential or existing. When a client or contact calls, you should try and return the phone call the same day. Being accessible to clients is extremely crucial to creating a responsive environment in your law office.
Whether communication is done by email, phone, fax, or mail, be prompt in your
response. A great tool is to always have available some basic written marketing
materials to send out. This can be a simple brochure, a one page letter briefly
describing your law practice, and now days more attorneys are guiding their clients to their law website for the information sought.
Develop and Nurture
Yes, you are a wonderful lawyer, but how does your client view you as a person? There are many times a qualified attorney right for the case has been passed on for lacking people skills. Clients need to feel comfortable with you as both an attorney and a person if they wish to do business with you. Trust and rapport are as important to your law practice as being viewed as competent.
Take the time to schedule a meeting with the existing clients of your law firm. Your simple phone call may ignite some legal need they have been contemplating, or they may have a referral for a new client but were simply too lazy to pick up the phone and tell you about it. Being proactive can never hurt.
Not only should you develop and nurture relationships with your clients but also with your referral sources. Your referral sources can be a great revenue-generating avenue for your law firm. Again, the same principles that apply to your law practice clients should apply to your referral sources.
This is a never-ending process. Write down your goals so that you can organize your work. Your law firm marketing efforts will go to waste if you do not communicate your plans effectively. An effective law firm marketing program is never crafted in a vacuum. Remember to include your clients and colleagues when planning and implementing your law firm marketing strategy, and measure your results.
Excellence and Quality
Without these two elements, your law practice will not succeed as you wish it to. The end result is the client's needs, and the service and results your law firm provides shall be the final determining factor in future relations with your existing clients.
Following these general guidelines shall help your law firm thrive, which in turn will provide you with the freedom to practice law and live your life the way you want.
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