Have you ever interviewed a new client, asked them the name of their previous attorney, and they can’t remember it?
Yeah. Me too.
Their previous attorney might have done a decent job for them, and treated them okay, but it wasn’t enough to get the client to return.
Don’t let that happen to you. Don’t assume that clients who aren’t unhappy will return, let alone give you referrals.
With client retention, assume nothing.
You need a plan.
Your plan has to be simple or (we both know), you won’t do it. Or won’t keep doing it, improving it, updating it. You’ll get complacent, and complacency is the enemy of a successful professional practice.
So here’s what I propose.
If you don’t already have one, in addition to the case file or a file dedicated to the legal matter for which you are hired, set up a separate file dedicated to the client who hired you.
What goes in that file? That’s up to you, of course, but I suggest you start with these 4 elements:
- Profile. Everything you know about the client, their business, family, friends, contacts, interests, billing preferences, birthdays, milestones, what they want from you, why they left their former attorney, who they know, their ideal client or customer—everything.
- Notes and ideas. What can you do to exceed their expectations? Future plans, people you might introduce them to, people they can introduce you to, ways you can promote their business or causes.
- Diary. Keep a running record of personal communications (not about their legal matters)–what you said, what you sent them, what you did, what went well, what you could improve.
- Calendar. In the future, how and when will you stay in touch with them? What will you send them, or tell them, and when? Will you call or email or send postal mail? This is the heart of your plan.
And that’s it.
The plan is simple, but you have to work at it. Review what you’ve done and what’s next. And again, assume nothing.
Pretend the client isn’t a client but is a prospect and you have to earn their business.
Because they are and you do.
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