Using Good Client Service to Market Your Law Firm

Using Good Client Service to Market Your Law Firm

Let's face it! In a downward economy, we are all struggling to find ways to cut costs out of our law firm budgets. But when it comes to marketing your business, it's a struggle because of the old adage that you "have to spend money to make money". I mean client's just don't walk in the door because they were walking by and thought your building looked nice.

Your future clients are consumer savvy and are looking to forge a relationship with the professionals they hire today. As lawyers, the days of us standing on the pedestal by virtue of our degree and experience are over. People want to know that they are hiring someone that truly cares about them. People want good, old fashioned client service!!!

How does this help marketing you ask? Studies show that it can cost you 5-10 times as much to get a new client as it does to retain an existing client. Client loyalty derives not only from the quality work product you do for them, but from the emotional bond that you form with the client. If you do a stellar job for your client, and by the time they are leaving your office for the last time there are hugs and kisses, you are going to be lucky if you get one or two referrals from that person. But you let that person walk out of the office with the feeling that you did not care about them personally, not only are you not going to get that referral, chances are they are going to bad-mouth you instead. They certainly are not going to return to you if they need help.

Client service doesn't cost any actual money. It does cost you, though, some of your time and energy and we know that does in fact translate to money. So consider there is some cost to marketing with good client service. It all has to start with you, the business owner. You must serve as the role model for all of your staff, from your highest ranking associate attorney down to your file clerk. They must see that you believe in and practice good client service. That means you take your client's phone calls, and if you are indisposed (ie, in Court), then you call that person back before you go to bed at night, even if it is to say nothing more than, "I'm so sorry that I cannot talk to you about your case in detail as I am in the middle of a trial, but I should be done by Thursday and will call you back then."

Another way to promote good client service within your firm is insist on a strict policy of no "client bashing". It's true we all have clients that irritate the *you know what* out of us. But if you go about in front of your staff complaining about a client, or speaking negatively about a client, it will foster an atmosphere of wanton disregard for the respect that our clients should get. Remember, your clients are paying your salary. Always speak with positivity about your clients and your staff will follow your example.

Finally, firm up that bond with your client. Take time to get to know them personally. Spend a few minutes of every conversation you have with the client talking to them about something that has absolutely nothing to do with their case. Show your client by your words and actions that they are a person you really like and respect.

Remember it starts at the top with you. You must put into action deeds that foster good client service so that your staff will follow suit. Be consistent with your efforts and you will see a payoff in future referrals. Oh, and one other side benefit I will mention. A happy client is, well frankly, a happy client. Think of a world where you practice law every day, knowing that when you pick up the phone to talk to a client they will not be upset with you and it will be an actual pleasure to speak to them. Great client service will make your practice more fun too!

Our law firm has put into place a fantastic client service program that includes periodic client surveys and ghost calling to ensure everyone is on their toes. If you would like to talk in more detail about how we implement client service, feel free me to discuss further.

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