Wednesday, December 20th, 2006
The best place to invest your non-billable time? With existing clients. This is the rule, tried and true, which I learned many years ago as a fledgling legal marketer, and it has not changed since then.
Michelle Golden has a great post on this subject. Here’s an excerpt:
As we coach professionals of all levels on their individual marketing efforts, it seems like we constantly need to emphasize the importance and benefits of spending a greater percentage of energy or effort on nurturing existing clients (versus new biz development). Existing clients should receive this heavier focus for many reasons:
- increasing the level of service to increase the level of satisfaction/delight;
- affect longevity in customer relationships;
- inspire referrals from current customers; and, oh yeah,
- increase the number of project opportunities relative to meeting customer needs–needs you won’t know about or be able to help them with if you aren’t TALKING with them.
I agree with Michelle and would just add that “talking” with clients means asking questions about their business and spending most of the time listening to the answers.
Visit your client’s place of business. If your client runs a pulp mill, then put on your hard hat and head down to the operation and have a look. This is the best place to invest your non-billable time. There is no faster route to new files.
Posted in Business Development, Client Relations, Marketing | Permalink | 1 Comment »
Wednesday, December 13th, 2006
‘Tis the season for client entertaining, gift giving, and social functions. Here’s a quick list of some great resources for anyone looking for pointers on how to make the most of the season.
First, visit Allison Shield’s holiday networking tips.
Next, take in Tom Kane’s Holiday Gift Ideas.
And finally for holiday card innovation read Seth Godin’s post on the Young Issac cheque is in the mail holiday cards – truly an innovative approach to the season of giving!
Posted in Client Relations, Marketing | Permalink | 1 Comment »Tuesday, December 12th, 2006
When it comes to clients the question to ask yourself at each point of interaction is: “How am I showing this person that I care about them, and appreciate their business?”
I just received a great email from a lawyer I know about holiday cards. Of all the lawyers at his firm, his stack of cards is the tallest. He sends out hundreds of cards. Even though he has so many, he takes the time with each and every one to write a few personal lines, extend an invitation, and wish the family well. Every year he gets calls from his clients and contacts thanking him for his card. And every year he receives a number of new files as a result of the holiday card contact.
It’s easy at this time of year to think of cards as a meaningless ritual, another chore to be dealt with, but it is essential to keep the purpose in mind. These cards are about showing our contacts, clients, and friends that we care and appreciate them. Make the most of the opportunity!
Posted in Client Relations | Permalink | No Comments »
