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Legal Marketing Blog

A blog dedicated to lawyer marketing in any size law firm

Do Your Clients “Love” You?

Posted in Client Communications, Marketing Tips

If I had a penny for every time lawyers have said “my clients love me,” I’d be….well you know.

The problem is that often lawyers do not understand. They assume, based on their continuing to receive work and not having heard about serious concerns, that everything is hunky-dory.

Richard Levick at Levick communications in a post on LinkedIn warns against such complacency. He hates to hear those words from his folks and cautions that the comment “’the client loves us’ is a favorite phrase of either the easily pleased or easily fooled.”  Rather what he asks his people is how can clients “love us more?” Law firm leaders should ask the same question.

Some questions that might detect the love:

  • Is the love experienced at all levels of the organization?  Not just the daily contacts but all the way up the decision-makers who hire and fire law firms?
  • Is your contact in a position to speak for the feelings of the entire organization? Bad vibes anywhere in the organization, including those who don’t do the actual hiring, can help poison the well;
  • Is the firm offering better and deeper services to countermand the offerings made by other competitive suitors?; and
  • What can we do to retain and grow client love?  Saying that “the client loves us” is really saying “we don’t need to change a thing.” Therein lies the real danger for any firm.

Levick put it best when he summed up with “True love demands that we change and evolve every day.”  I fear it is an easier feat for a communication firm than for many law firms, unfortunately.

Meeting Follow-Up: Start With a Thank You and Go From There

Posted in Marketing Tips, Prospecting for Clients

Ran across an interesting article on JDSupra Business Advisor by Josh Beser. He offers good advice on how to follow up after meetings, so they don’t end up having been a waste of time. First, he tells a story about meeting with an unhappy associate and how he gave free advice. And then sometime later, not having heard anything in terms of a thank you or buzz off, he received an email requesting additional unrelated advice from the same attorney.

He was put off by the failure of a “follow up” by this young lawyer.  And, remarked that he would waste no more time with this person.  My sentiments exactly.  I too am asked and give free advice occasionally.  But, if I don’t receive some follow up (including a thank you), they’re off my list.

Although Beser’s advice addresses meeting follow up, he says, one “could adapt this framework for following up with people you meet” at networking events, but I gather he was primarily referring to one-on-one meetings whether in-person or by phone.

His suggestions and some of my thoughts include:

  • Take notes during your discussion. Obviously, that will be helpful in remembering the conversation and following up with the person. It also shows real interest in what the person is saying;
  • Follow up by email (and a handwritten note, I suggest).  I like his idea about make the email brief and easily readable on a smart phone. Yes, do both email and a note, start the latter with “Again, I want to take the opportunity to thank you……etc.”  Such notes have a real impact IMHO.
  • Include actions for each follow-up.  Not only should the email be brief and to the point, but it should include numbered action items and/or comments on points of interest discussed;
  • Save something for later. Hold back something to follow up with at a later time to keep the conversation going, and have a reason for contacting the person again, particularly if they did not respond.  The first time might have been bad timing on the recipients end, and they could have just overlooked your email among the myriad of emails we all receive; and
  • Schedule a three-week check-in. For some of the reasons above, follow up again.  As I tell the lawyers I coach, NEVER leave action items in the other person’s court.  Always, follow up.

Beser provides two examples of follow up emails, and they are well worth a read on how to follow up on meetings. And don’t forget to thank the other person for their time, sage advice, comments, or whatever.

 

P.S. Thanks to Dee Schiavelli for the heads up on this article via LinkedIn.

 

https://www.linkedin.com/groupItem?view=&item=5897040994641133568&type=member&gid=1738237&trk=eml-b2_anet_digest_weekly-group_discussions-5-grouppost-disc-0&midToken=AQHOtRqZtBCd8w&fromEmail=fromEmail&ut=2t0Mcqu2ttDSk1

Who Gives a Darn If Clients Are Satisfied?

Posted in Client Communications, Marketing Tips

Apparently not too many firms according to an online “Leadership Matters” survey (a collaboration of TheRemsenGroup and Sterling Strategies) reported on the Managing Partner Forum this week. The survey sought data on individual lawyer contributions to their firms in the areas of financials, client satisfaction, people development, and firm processes/procedures.

What particularly caught my attention was what 56 law firm leaders reported regarding client satisfaction; to wit:

91% have ‘limited’ or ‘no’ measurements of client satisfaction.”

 Ouch! The danger relating to that statistic should be self-evident.

Further, as it so happens, a post this week on Law Practice Matters blog by Erik Mazzone talked about why law firms should track client satisfaction.  It cited an article by the Australian Beaton Research + Consulting firm, which reports (based on 10 years of data, according to Mazzone) that like the proverbial canary in a coal mine, client satisfaction is “a leading indicator for the rising or declining fortunes of the law firm.”

It really doesn’t take a flash of brilliance to figure out that dissatisfied clients are the death knell for any law firm.  Clients may not even complain, they’ll just take a hike. Is there really any need for a firm to be convinced that it should undertake immediately an effort to determine if there key clients (especially) are satisfied?

Mazzone suggests two survey tools (Net Promoter Score and SurveyMonkey) that can help obtain client feedback. Personally, I prefer in-person or telephone satisfaction surveys over written or online ones. The feedback is better, more detailed and more reliable. (See an earlier post of mine on suggestions on how to do that.)

Every law firm better give a darn whether their clients are satisfied – by asking them and not relying on the billing partner’s say so – or they might just regret it.

Why Clients Fire Lawyers, and The Telltale Signals

Posted in Client Communications, Marketing Tips

Often clients don’t actually fire law firms, they just walk away. Sometimes lawyers don’t even know it. The client simply gives work to another firm

I ran across a post that spells out numerous reasons law firms get fired on Mike O’Horo’s RainmakerVT site by Pam Woldow, and the telltale signals you should recognize.

Some of the common reasons include:

  • too many surprises
  • exceeding budgets
  • excessive lawyering and fees
  • lack of appreciation for client’s internal deadlines
  • indifferent communication and poor responsiveness to client needs
  • not understanding the clients business or industry
  • lack of fresh ideas or approaches to matters

So, what are some of the signals indicating your firm is in trouble:

  1. Slowdown in new client matters with lame client excuses;
  2. Your firm is one of several firms asked to respond to a client RFP;
  3. Challenges to the firm’s work product and processes, and invoices or some trivial issue;
  4. Unusual delays in clients returning calls or emails, or a break down altogether in client communications; and
  5. Your client contact blames higher-ups for whatever has become an issue in the relationship.

If you recognize any of the symptoms above, you need to change the situation ASAP, especially with key clients. That means contact, contact, contact containing continual (and meaningful) communication [okay, okay, a bit much on the alliteration]. The important point is you do not want to get fired by an important client for your failure to recognize what things could bring it about.

So, You Think You Can Write Well?

Posted in Client Communications, Marketing Tips, Prospecting for Clients

I consider myself a fair writer. So, when I was asked to evaluate and write about an editing software I was skeptical.  [Those who have been with me for the past 8-plus years know that, as a general rule, I do not endorse products or services by writing about them on this blog, although I am often asked to do so.]  After receiving a free one-year subscription (with no commitment to comment on it), I tried it out.

Since good content – whether on a web site, newsletter, in a proposal or elsewhere – is very important in marketing your law firm, it is equally important that the content be well-written or you will rapidly lose your readers.

So, I gave WordRake 2 a test on two of my earlier posts, segments of which show the results below:

There’s the story about the annoying client who called all the time, so the lawyer didn’t call her back.  After a number of several attempts to reach her lawyer, she gave up and called another firm about her cousin who had just been run over by a Coca Cola truck that ran a red light.

Oops.

Another story was related by a lawyer I heard speak at a conference. He said he never goes to sleep at night without returning every call from that day.  Even at 9:00 p.m.  He said he usually doesn’t have rarely has the client’s file at home, but he extends the courtesy of telling the client what time in the next day or two in which he would get back to the client with more information.  He said his clients loved it, and I believed him.

True story: my doctor returned from vacation and called me at six p.m. on a Saturday night to give me the favorable results of blood work done in his absence.  NOW that was amazing!!!   Of course, my My blood pressure went through the roof due to his unexpected call, but you can be assured that I became a hell of a referral source for his budding practice. (Excerpted from my April 30, 2014 post entitled “Return Phone Calls, NOW!”)

And,

When flat or fixed fees started to be was bantered about in the last few years, partners in several of my firms said: “Won’t work for litigation, since it is too unpredictable.”  Well, welcome to the new world.

….

What is the point? you may ask.  The point is that offering Offering fixed fees is smart marketing. Firms that do will have an advantage over law firms that don’t.  Those that won’t offer fixed fees may just be sending may just send a message to potential clients that includes: (1) we may not have enough experience in the practice area to predict how a case is likely to proceed, (2) don’t have a history of similar cases have no history of similar cases so we don’t know how much it will cost, and (3) are not willing to share in the risk.

So, law firms that are prepared to offer alternative fees, including fixed fees, have a jump on the competition IMHO. (Excerpted from my April 24, 2014 post entitled “Litigators: Prepare for Fixed Fees”)

On careful reading, you may note it isn’t perfect; and I did not accept all of the suggested changes (rightly or wrongly), due to my personal writing style.  But, I agreed with several changes, and overall consider the software a worthwhile tool.

The software costs $129 per year (other pricing options are available), which I mentioned to their rep may be a bit steep for solos and small firms.  The rep said she would pass that along.  I get no cut from any sales. A 30-day free trial is available, and suggest you give it a go.  It just might improve your marketing message.

Legal Directories: A Waste of Money? Apparently Not

Posted in Marketing Tips, Prospecting for Clients

There is an interesting discussion going on over on LinkedIn’s CMO Forum initiated by Heather Suttie about investing in yourself instead of legal directories.  One paragraph that caught my eye:

“Last October—repeating themselves for the sixth year in a row—a panel of General Counsel at a Toronto Legal Marketing Association event said directories are not used to make decisions about whom to approach or hire, and that some of the best lawyers are not found in directories.”

I was prepared to concur after reading Suttie’s post, since I believe most people, especially corporate counsel mostly hire outside law firms through referrals and online sources.

Two years ago, I wrote a post on this blog about not wasting your firm’s money on yellow pages. Sure some people still have no computer and may use them to find a lawyer; but I hold that as a general rule they’re expensive and a waste.  I still believe so.

Were I to argue that legal directories are a waste of money too, I’d be wrong apparently.  After Bob Weiss disagreed with Suttie’s premise, I did some research myself.  A simple search on Google uncovered a summary of a 2011 survey by The BTI Consulting Group, commissioned by LexisNexis, about the Role of Legal Directories and Online Lawyer Profiles.  Since a BTI survey is a more credible indicator than a panel of in-house counsel at an LMA conference or two, I quickly scolded myself on my initial, instinctive reaction (Well, I didn’t scold toooooo much).

So, what did the survey show?  That Martindale-Hubbell and LinkedIn have an important role to play in the hiring of outside counsel, specifically:

  • “77.1% of in-house counsel and staff use a legal directory or online lawyer profile to validate the credentials of a referral
  • “Absence from a legal directory hinders up to 51.4% of clients from hiring a law firm…
  • “LinkedIn and Martindale-Hubbell are the most frequently used resources overall, for any reason…”

I still believe that yellow pages are a waste of money.  Legal Directories?…not so much.

Lawyer-to-Lawyer Marketing

Posted in Marketing Tips, Prospecting for Clients

If you get work from other lawyers, you need to market L2L just like you would B2B or in any other manner.  I work with lawyers whose source of business – whether litigation, appellate practice, PI, or other niche practices –depends in part on referrals from other lawyers.  It is often their life blood for legal work.

If other lawyers are a meaningful source of legal work for your practice, you need to focus your business development activities with them in mind, as you would with any other of your prospects.  Sally Schmidt’s recent post on Attorney at Work provides helpful tips on marketing lawyer-to-lawyer:

  • Identify your lawyer-targets.  Quite simply, they are the lawyers who don’t do what you do.  They could even be lawyers in your firm (yes, look at marketing your service to your partners), or toward other firms that don’t provide your legal services;
  • Educate them about your practice. Let other lawyers know that their clients might be at risk, and how you might help them.  Find ways to not only educate the other lawyers, who could refer work, about your practice; but offer ways to educate their clients as well;
  • Network with lawyers. Just like clients hire lawyers they know, like and trust, lawyers who would refer their clients to you are no different. So, build relationships with other lawyers by networking where they hang out – at bar meetings (specifically committees/sections not full of competitors), and entertain at lunch or in other settings; and
  • Add value to their practice and clients.  This tip runs with educating your audience:
    • Look for opportunities to write for their blog, journal, newsletter or other venues;
    • Pull together a brief but informative piece about your practice for others to give to their clients; and
    • Offer to consult with their clients at no charge.

Remember, risks are involved for lawyers to refer you to their clients.   It is vital that you build solid relationships so they will know, like and trust that you will take VERY good care of THEIR clients.

Networking While On Vacation – UGH!

Posted in Marketing Tips, Prospecting for Clients

Why not? Rainmakers never stop networking. Yeah, I know, its family time, and they should be your priority. No question about it.

However, vacation time doesn’t mean you can’t or shouldn’t take advantage of networking opportunities that present themselves – on an airplane, at the beach, or yes, standing in line at a restaurant.

And, if such opportunities occur, it would be silly not to take advantage .  Merrilyn Astin Tarlton has 40 networking tips she posted on Attorney at Work this month I commend to your summer reading list.

A few of her tips I particularly like include:

  • Develop an effective elevator (or standing-in-line) speech or two, depending on your different target audiences (P.S. don’t start with “I’m a lawyer”;
  • Listen twice as much as you talk (remember the old saying that that is why we have two ears and only one mouth);
  • Ask smart, open-ended questions so you can learn more about the other person. Don’t waste time talking about yourself (you already know everything there is to know there);
  • Be selective about what networking events you attend (i.e., go where your preferred clients and prospects hang out); and
  • Smile and show genuine interest.

There’s more good stuff in Tarlton’s post, so do take a look. Networking needs to become a habit anywhere you are.

Fire that Annoying Client – NOT So Fast!

Posted in Client Communications, Marketing Tips

We’ve all had clients we would like to fire, but may not have had the nerve or want to lose the revenue. I remember a story told at a conference I attended about the small law firm that spent hours at its weekend retreat discussing firing a client that provided 25% of their revenues. Many of the firm lawyers were frustrated in dealing with this client’s people, who could be very unpleasant, demanding or just plain obnoxious. Once the partners agreed on ridding themselves of the client, they spent, according to the story, two hours arguing over who would have the privilege of actually firing the client.

There may be a better way to deal with problematic clients.

According to an article by my colleague at LegalBizDev, Gary Richards, which appeared in the May issue of the UK Law Society’s “Managing for Success,” he suggests three options in dealing with an annoying or slow paying client:

  1. Change the situation.  Either internally without involving the client or, if necessary to do so, then negotiate at the appropriate level to avoid offending your contacts and exasperating the problem. The five steps he mentions should help you with this option.
  2. Accept the situation.  If your firm needs or wants the work irrespective of the feelings toward the client contacts, consider one of four reasons mentioned by Richards as “sufficient reasons to accept things as they stand.”
  3. Leave the situation.  If neither of the efforts above prove fruitful, then let the client know that you will not be in a position to take on additional work, “if the issue occurs again.” Richards agrees this one is a tough choice, but may be the best one under the circumstances.

So, if you have difficult clients, Richards’ article is a must read.

Return Phone Calls, NOW!

Posted in Client Communications, Marketing Tips, Prospecting for Clients

Okay, maybe now is not possible or realistic.  But, ASAP should be your mantra. Especially for clients, but really everyone.  Yes, that means even those you do not want to speak with.

Monday’s meditation from 365 Marketing Meditations: Daily Lessons For Marketing & Communications Professionals, by Larry Smith and Richard Levick of Levick Strategic Communications, has a simple mandate:

“Return all calls (the) same day, period.  Exceptions are as follows: None.”

 There’s the story about the annoying client who called all the time, so the lawyer didn’t call her back.  After a number of attempts to reach her lawyer, she gave up and called another firm about her cousin who had just been run over by a Coca Cola truck that ran a red light.

Oops.

Another story was related by a lawyer I heard speak at a conference. He said he never goes to sleep at night without returning every call from that day.  Even at 9:00 p.m.  He said he usually doesn’t have the client’s file at home, but he extends the courtesy of telling the client what time in the next day or two in which he would get back to the client with more information.  He said his clients loved it, and I believed him.

True story: my doctor returned from vacation and called me at six p.m. on a Saturday night to give me the favorable results of blood work done in his absence.  NOW that was amazing!!!  Of course, my blood pressure went through the roof due to his unexpected call, but you can be assured that I became a hell of a referral source for his budding practice.

If you really cannot return a call or email promptly, empower someone to do so on your behalf. They can let the person know when you will connect. If you want to grow your practice, always follow this simple, common sense tactic. Return calls ASAP!