How Can Solicitors Build Client Loyalty
Most legal clients, when asked, would gladly buy their legal services from someone other than a solicitor
. Why is this and does it mean that solicitors can no longer have a client for life?
I don't think so. It does show that the "client who used to go back just because the solicitor was there" is definitely gone for good, but there are still clients that will return to their solicitor time and time again IF the solicitor takes the time and effort to communicate with that client in addition to and outside of the normal matter communications. This is particularly important when the matter is concluded.
Most clients also admit that they rarely hear from their solicitor after their legal transaction has concluded. Why is this?
Think about other businesses. Could you ever imagine visiting a supermarket one week and then never going back again? I know that groceries are a different commodity from legal services, but they operate at significantly lower margins yet communicate with past and existing clients several times a month, from emails to loyalty points statements and direct mail.
If you are not convinced by the supermarket example, what about a more similar model of financial services? I am regularly contacted by several financial services companies that I have dealt with in the past. If I need advice I know who is far more likely to receive my instructions as they have taken the time and effort to keep in touch with me?
I know whenever I urge my clients to communicate with clients on a regular basis there are a number of objections:
1. What are we going to say?
2. We haven't got the time!
3. That will cost a lot won't it?
Let's deal with all of these points in turn as they are all easily answerable.
What Are We Going To Say? Everyday there are stories in the news touching on legal subjects. They do not have to be detailed legal articles, in fact it is much better if they are not as you will lose your audience if you go in depth in "legal speak" about certain topics. They can be short, informative comments or opinions on articles in the press.
We Haven't Got The Time! Ouch! If you really believe this, please change now before it is far too late for you to do so. If you do not take the time to communicate with your clients now and build "client loyalty" you will not be running your practice in a few years time.
This is especially true if you rely on other businesses to generate your new clients for you, as I am certain a time will come when they will run the legal aspects in-house and remove you from the equation, as is happening at the moment with various legal panels. You MUST start building loyalty with your clients. You MUST communicate with your clients before, during and after every transaction.
There are countless opportunities every week to comment on press articles as mentioned above, and the good news is that the more you get into the habit of doing this, the quicker you become at writing articles and so the less time it takes.
That Will Cost A Lot Won't It? No. These days it does not have to take a lot of time or cost a lot of money. You can print one page inserts to go with existing client letters (as well as to send to past clients) and you can still send emails for little or no cost whatsoever. There is excellent software on the market to help you to collect and send emails to all of your clients
SUMMARY. Why are you not doing this for your clients? There does not have to be the widespread "cull" of law firms as is often reported in the Legal Press, but there will be shrinkage unless solicitors start to communicate with their clients BEFORE, DURING and AFTER every legal transaction. It does not have to be hard, costly or time consuming. It does have to happen, and start happening now.
Please start making a regular, consistant and applied effort to keep in touch with your clients whilst you still have enough to communicate with.
by: Nick Jervis
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