Parker's Points
May 2008
Ten Ways to Be Top of Mind to Past Clients and Referrers
Many attorneys focus their marketing efforts on getting new clients. While that can be important don't overlook your clients and other people who have referred to you in the past. It is always easier to get more business from clients and referrers than to get new business. These are the folks who have already either experienced you and your practice or have colleagues who have experienced your services. They are already convinced that you do good work! Here are some ways to be top of mind with them.
- Client Survey - Once you have completed the work for the client, ask him or her to rate your service. This will help you to improve as well as give the client an opportunity to be involved in the way you practice. It is a great way to keep past clients connected. Change something based on survey result? Be sure to tell the clients. Considering making a change to your practice. Use a survey to involve your clients in the decision.
- Cards - Mark important occasions with a card or note - Be sure to send holiday cards, birthday cards, and notes on any other special occasion.
- Shared Interests - Do you and the client or referrer share an interest? It could be golf, theater, or stamp collecting. Find an event applicable to that interest. Invite the client to go with you.
- Your Interest - Share an interest of yours with the client or referrer. Perhaps you have a boat or volunteer for a museum. Invite the client or referrer to participate in your interest.
- Client Interest - Client or referrers have their own outside interests that they sometimes mention. When appropriate attend an event in which you know the client or referrer has an active interest. As an example the client may be active in a particular charity that has an annual fundraiser. Join the client at the event.
- Mailing list - Use email addresses or regular mail to periodically update the client or referrer about changes in the law and/or changes in your practice.
- Promotional Item - Send or give client or referrer an interesting promotional item. There are lots of interesting items that clients might value. Get creative here or stick with the tried and true: Pens, Pads of paper, business card holders etc.
- Open house - This is a nice way to thank past clients and valued referrers. Many attorneys have a yearly event. Give a short welcoming talk to update clients and referrers about new employees and anything else that is new for you and your practice.
- Presentation - When making a presentation that has interest to particular past clients, be sure to invite these clients to the presentation. An attorney could also give the same presentation in his/her own office specifically for their clients and referrers. By inviting a group of clients and referrers to your office to hear the presentation you are giving them the added benefit of networking with each other.
- Telephone call - If you haven't seen a client or referrer in a while, give them a call just to see how they are doing. Clients and referrers appreciate and value your attention and kindness.
Staying connected with friends, family and clients is especially important for those who are working by themselves. In 2004 I wrote a list on that topic which you can find here. You will see some of the same ideas listed there as in this list. Connecting with clients and referrers can benefit you in two ways: it keeps you connected to a community and it is good for business.