Who’s on your ‘top 30’ list?

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Some clients are better than others. They give you more business, send more referrals, and otherwise contribute more than other clients to your bottom line and your success.

The same goes for professional contacts. Some send more referrals, promote your offers, and help you build your list of contacts and subscribers.

I encourage you to go through your list(s) and write down the names of your best clients and professional contacts.

Then, cut this down to 30 names. Your top 30.

Call it ‘My Top 30’ list or ‘My inner circle’. And keep that list in front of you.

These are the people in your professional life with whom you should connect most often and most deeply. Call them, write to them, talk to them, spend time with them, because they contribute the most to your success.

And what we focus on, grows.

Your ‘top 30’ should get more access to you, extra favors from you, more of your time and attention.

Do something special for them. Schedule “call-in days” where they can ask you anything. Give them extra content and/or early access to content. Give them special offers, introduce them to your other contacts, and otherwise make them feel valued and appreciated.

Because, I’m sure, they are.

What if someone “drops out”? They close their business, retire, stop hiring you or sending you referrals? Put them on another list and give their “spot” to someone else.

Your “inner circle” should max out at 30 people because, if you’re doing it right, that’s about all you’ll have time for.

Nurture your inner circle. Take care of them. Because they take care of you.

Do you use Evernote? Get my ebook, “Evernote for Lawyers”

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Thank you (and a challenge)

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Thank you for being a loyal reader of my blog and newsletter and for everything else you do.

Thank for your comments and questions. They help make me better at what I do.

Thank you for your reviews and testimonials. They show other lawyers that “this stuff really works” and encourage them to take a chance on me.

Thank you for sharing my content with colleagues. It helps me build my list and my business.

Thank you for buying my books and courses and hiring me to coach or consult you. Your support helps me continue to do what I do.

So, thank you. I appreciate you and want you to know that.

As we celebrate Thanksgiving, I’m sure you’re telling your clients and others that you appreciate them. Most people don’t say thank you, and when you do, don’t for a minute think it goes unnoticed.

Which leads to my challenge:

Send a “thank you” email to someone every day.

Send a thank you to a new client. You probably already did that; do it again.

Send a thank you to a fellow professional for sending you an article or for sharing your article with their clients.

Send a thank you to a prospective client for considering you as their attorney.

Send a thank you to someone who referred someone to you, even if they didn’t hire you.

Send an email to opposing counsel, thanking them for making your job a little less miserable.

Send a thank you to a personal friend, for being your friend.

Put “thank you” on your daily calendar, to remind yourself to thank someone for something. Train yourself to look for reasons to tell someone you appreciate them.

What will happen when you do?

You’ll make someone feel good about what they’ve done, and about themselves, making it more likely they’ll do it again.

You’ll feel good about yourself for remembering to shine a light on someone’s good deed or ongoing support.

You’ll stand out in a world where most people don’t say thank you, or don’t say it enough.

Imagine waking up, opening your email and waiting inside was a message from someone telling you how much they appreciate you. Imagine what you’ll think about that person.

Make a daily “thank you” email your new habit. You may be surprised by how much it improves your career and your relationships.

Happy Thanksgiving!

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Client relations starts before the client hires you

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Everyone touts the importance of excellent client relations, aka “customer service”. And rightly so. 

Making our clients feel appreciated, minding our manners, giving clients more value than they expect, being fair and honest in our fees and billing, keeping clients informed–this is how we build trust, get good reviews, and generate repeat business and referrals. 

We build our reputation and a loyal client following by the way we treat our clients, at least as much as by the outcomes we deliver. And we generally do a good job of it.

But we can do better. 

Because it’s not just how you treat a client after they come to see you, it’s the entirety of the client experience, which begins before you ever speak with them. 

When someone refers a prospective client to you, what do they tell them about you? 

When a prospective client watches your video, reads your article or blog post, or hears you speak, what does your content and delivery tell them about your abilities and experience?

When they visit your website, what do they learn about your services, your experience, and what it will be like to have you as their attorney?

When someone subscribes to your list, what do you send them, tell them, and offer them, and what does that say to them about you?

And when someone contacts you, to ask a question or schedule an appointment, what are they asked, what are they told, and how do you make them feel?

Because your success depends on how you make people feel–about their case or issue and about you.

A successful legal career isn’t a series of transactions so much as a journey, and how many people you can bring with you. 

And that journey begins well before the client’s first appointment, and continues long after their last one.

The Quantum Leap Marketing System for Lawyers

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On-boarding new clients

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Remember your first day of school? You were scared, you didn’t know anybody, and you didn’t know what was going to happen or what was expected of you.

You may have wanted to go home.

To some extent, your new clients feel the same way. They’re nervous about their case, they don’t know you, and they don’t know what’s going to happen.

Part of your job is to alleviate their fears and doubts and make them feel good about their decision to hire you.

You want them to understand what’s about to happen, what to expect from you, and what you expect from them. You want to equip them to work with you, to help you achieve a good outcome for them.

And you want to set the stage for repeat business and referrals.

You need an on-boarding checklist that spells out what you will do, and when, with links to forms, emails, and lists of things you need to do or tell the new client.

Things like:

  • Introduce yourself, your staff, and your partners
  • Learn about their family, their employees, their other advisers
  • Inquire about other possible legal issues
  • Provide information about their case–the law, the procedure, the timetable, and the process you follow
  • Answer their FAQs
  • Orient them to the tools and processes you use to communicate with your clients (and ask them which apps or methods they prefer)
  • Give them a “tour” of your office and/or a virtual tour of your website and the resources available to them
  • Educate them about “what else” you do, ie., other services, practice areas
  • Provide reports, referral cards, etc., they can hand out
  • Provide exemplars of positive reviews you’ve received and links to sites where they can leave one if they’re happy with your work
  • Give them homework, to get them involved in the process
  • Send a thank you note, a welcome gift, and add their birthday to your card list

Your checklist should encompass what you will say and do at their first appointment and thereafter.

Your clients are your most valuable asset. A checklist can ensure you continue to invest in them.

How to create “referral devices” that bring in new business

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What to do when a client complains

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It happens. Someone is unhappy about something. Often, that means that other clients are unhappy about the same issue, they’re just not telling you.

They just leave. Or don’t hire you again.

But you want your clients to tell you about their complaints. Why?

  • So you can fix the problem and avoid giving other clients the same bad experience.
  • So you can keep unhappy clients from telling the world about their bad experience with you on social media, et. al.
  • So you can assess weaknesses in your systems and improve them.
  • So you can build a reputation for listening to your clients and caring about them enough to respond to their needs and concerns.

Getting a complaint from a client also gives you the opportunity to turn that client into a fan.

Studies show that many of the most loyal clients (and sources of referrals) come from clients who previously had a complaint that the attorney addressed to their satisfaction.

So, you want clients to come to you if they have an issue with anything. Encourage them to do that. Provide forms they can fill out. Let them respond anonymously if they prefer.

And, when you get a complaint:

  1. Listen to it; don’t argue or become defensive.
  2. Thank the client for calling the problem to your attention.
  3. Fix it.
  4. Apologize and promise it won’t happen again.
  5. Tell them what you will do/have done to make sure it doesn’t happen again.
  6. Consider offering something extra to “make it up to them”
  7. Thank them again for telling you and giving you the opportunity to make things right.
  8. Contact them again and make sure everything is okay.

You don’t have to hire expensive consultants to advise you on improving client relations. Your clients will tell you everything you need to know.

How to quickly grow a big(ger) practice

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The value of building an exceptional client experience

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It takes a lot of effort to attract good clients. It takes even more effort to keep them happy.

Is it worth it?

All of the time, energy, and money it takes to treat clients “better than they have a right to expect” is one of the best investments you can make.

Here are a few reasons why:

  • Clients who receive exceptional service are far more likely to stick with you for the long term. Their lifetime value might be ten times what you earn on their first case or engagement.
  • Happy clients are easier to work with. They are less likely to cause problems, more likely to let you do your work.
  • They are more likely to be fee sensitive. You can charge more because you’re worth it, and your clients will usually pay on time.
  • Satisfied clients are willing to provide referrals. Clients who are thrilled with you go out of their way to find clients they can refer.
  • They promote your offers, share your content, and send traffic to your website.
  • And they provide testimonials and positive reviews.

As a practicing professional, you can do the minimum required to satisfy your clients or you can consistently look for ways to do more.

Most lawyers go for the first option, giving you the opportunity to stand out from the rest and build an incredibly successful, profitable and satisfying practice.

So, you tell me, is it worth it?

How to (easily) get more referrals from your clients

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Why some clients think their attorney is a cold bastard

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Listening is one of the most important skills for an attorney. Too often, an attorney will hear what the client or other person said, decide they understand their point, and immediately start formulating their response.

They may be right in their assessment, but one of the most important parts of listening is showing the other person you are.

When a client thinks you’re not listening, they think you don’t care about them or their case, or you’re not good at your job. Either way, they think less of you.

Effective listening isn’t passive listening, however. Just being quiet isn’t enough. The client needs to know that you not only hear them, you understand them.

A few Do’s and Don’ts.

  • DON’T do other things during the conversation (other than taking notes). If you can’t give the other person your undivided attention, because you’re late for a meeting, for example, explain this and re-schedule.
  • DO make eye contact. Nothing says “I don’t care about you” more than avoiding the other person’s gaze. (I’ve seen professionals do this more than once; it’s unnerving).
  • Ask questions, to clarify and amplify what happened, what they think about it, and what they want.
  • Acknowledge and validate their feelings, based on what they say and how they appear. “I can see you’re frustrated/angry. . .”, “I can see why that would be a problem. . .” , “I’d feel the same way if I were in your shoes”.
  • Repeat it back to them. A great way to clarify what they’re saying is to repeat it. “What you’re saying is. . . right?” “Let me make sure I understand what happened. . .”, “So you want your investment back and a public apology, right?”
  • “Is there anything else?” Don’t assume they’ve told you everything. Continue to prompt them to tell you more, until there’s nothing left to tell.

Yeah, I know, some of this is just good lawyering skills, but it doesn’t hurt to have a refresher.

It also doesn’t hurt to hear how you sound from the client’s perspective, so record the conversation and play it back, latter, over a stiff drink.

If you have the client’s permission, play the recording for someone you trust to give you an honest assessment of your listening skills.

Something else:

It’s also important to show people you’re listening when you reply to their email, letter, or text. But that’s a subject for another day.

Good client relations leads to repeat business and referrals

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Are you essential?

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There are two kinds of attorneys in the world. The first is transactional. A client pays a fee for his or her services, with the hope and expectation of getting a positive outcome.

The attorney may be good at what they do. They may even be great. Their clients may depend on them, trust them, and continually look to them for help, but this doesn’t mean they are essential.

Because they can be replaced.

The second kind of attorney is, relatively speaking, irreplaceable. Their clients depend on them not just for their legal work but for everything else they do for them.

What do I mean? I mean for the things they do that go beyond their core legal services.

A business client may depend on his attorney for introductions, recommendations, and referrals. The client may look to the attorney for information about their industry or market, or depend on the attorney’s wisdom and guidance in building their company.

A consumer client may depend on their attorney for referrals to other professionals and businesses they can trust. They may look to their attorney for guidance on refinancing their home, managing their investments, improving their credit, or protecting their identity.

Today, more than ever, your clients want more from you. They want to see your steadiness and hear your reassurances. They want to see that you are calm, cool, and collected, in a world that is anything but.

When they’re upset or confused, they need to hear your voice or read something you wrote, telling them that everything is going to be okay.

They might not need your legal services for a long time, but they need to know that you will be there when they do, and that they have your friendship and support and can turn to you at any time for just about anything.

When your clients know they can count on you to help them, advise them, support them, and even comfort them, in ways that other attorneys can’t (or don’t), that’s when you become essential.

For ideas on how to help your clients beyond your core legal services, go here

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What to say to a client who asks for a free service

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It happens to every attorney. Clients ask for a lower fee or a free service. It’s not a big deal but how you handle it might be. Here are some of my thoughts.

First, the best way to handle this is to avoid it in the first place. Create a clear statement of your fee and billing policies and give a copy to every new client.

Second, when someone (inevitably) asks, be nice about it. Don’t embarrass them, tell them you understand why they’re asking, you’re sympathetic to their situation, you’d like to accommodate them, and you’ll see if you can work something out.

No matter what you say after that, they’ll see that you respect them and considered their request.

Third, focus on value, not cost. Make sure the client understands the value of what you do and, ideally, that it is worth more to them than what they pay.

Show them what might happen if they didn’t hire you, and why they get more value than they would get from other attorneys.

Fifth, don’t make it about you. Frame your response in terms of “the firm” or “our practice,” instead of you. Use phrases like, “the value of our services” (even if you’re a sole practitioner), and say “we” instead of “I”.

Even better, frame it in terms of the client. “The value you get,” or speak broadly–“Our clients tell us they appreciate. . .”.

Sixth, be firm but flexible. Providing discounts and free services tends to devalue what you do, so don’t do it as a matter of course. Instead, suggest a smaller engagement or offer to defer some of their bill.

If you want to give a client a break, make it clear that you’re making an exception and tell them why you’re doing it, e.g, they’ve been with you a long time or you realize they’re going through a tough time.

For more on fees and billing, get my book, “Get the Check“.

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It’s easier to keep your clients happy than to get new ones

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We hired a new gardener recently because our previous one didn’t show up, or call, or text. He’s missed days before, but always let us know, so we figured he’d flaked out and moved on to greener pastures.

Turns out he hadn’t.

We got a text from him yesterday, asking why we removed him from our gated community’s guest list. “Is there a problem? Did I do something wrong?”

We filled him in. He got angry. But didn’t explain why he didn’t show up, contact us, or respond to our numerous texts.

So, he lost our account, and the tree-trimming gig he was booked to do later this month. We know he needs the money because he continually nickled-and-dimed us about everything, and because he mentioned needing the money in his last text.

We have needs, too. We need to know that our yard is being taken care of by someone we can count on.

Maybe he’ll learn a lesson from this. Maybe he’ll realize how important it is to take care of your customers, and that it’s easier to do that than to find new ones.

Hey, I hear a lawnmower outside. Guess out new gardener is here. Right on time. Just like he promised.

Marketing is everything you do to get and keep good clients

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