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Legal Marketing Blog A blog dedicated to lawyer marketing in any size law firm

Client Communications are Still Critical to Marketing

Posted in Client Communications, Marketing Tips

There are many ways lawyers communicate with clients. Whether subtly or otherwise, they do so through their actions, as well as inactions. And either way, these “communications” (or lack thereof), all have a direct impact on the firm’s marketing success.

Brian Callan, a practice management advisor with AbacusLaw, sent an email article, with a play on the letters t-r-e-a-t, in which he suggests five ways to treat clients well, so they know you care for them and are working your tuckus off on their behalf.

Callan’s “secrets” to success include:

  • Timeliness and Responsiveness. Get back to clients promptly (in today’s rapid communication world, that means ASAP or sooner) and be responsive to their call/email. Whichever way clients contact your office, I strongly suggest that you return it within an hour, no more than two. If you are not personally able to do so, then empower someone within your firm to return the call/email and inform the client as to when you will personally contact them);
  • Empathy. Clients want to be listened to and understood. Included in that, I would add, is the need to be treated with dignity and respect, rather than treated as a lesser human being because they didn’t go to law school);
  • Assurance. Obviously, lawyers cannot ethically guarantee results or the outcome of a matter. (That is not to say the you shouldn’t assure clients that you will work very hard to get the best possible result for them); and
  • Tangibles. Send clients copies of letters and other documents, and keep them advised as to the status of their matter. (Two state bars I am familiar with report that 80% of grievances filed against lawyers are the result of a lack of communication and/or inattention to client matters). So, demonstrate in tangible ways that you are working hard for them.

Accordingly, if you are not doing all these things as a minimum, you are making critical marketing mistakes.