I have often preached at seminars and law firm retreats, that the key to successful legal marketing is to go out and befriend people. My formula goes something like this:
Make contacts, contacts, contacts
(to borrow a concept from my realtor friends),
Build upon relationships
Turn into friendships
Long Term Client Relationships
Of course, planning and focus are an important part of whom one should be making contact with in the first place. And, assuming that a law firm knows the kind of ideal clients it wants, then time is not wasted on building the wrong or less desirable relationships.
An article by Lee Ann Bellon that appeared in the Fulton County Daily Report and on Law.com’s Small Firm Business emphasizes the friendship point. She reports that a partner, in the 86-lawyer litigation firm of Carlock, Copeland, Semler & Stair in Atlanta, says that more than 75% of his clients are also his friends. And she tells how he does it, and suggests five steps that firms can utilize to build friendships.
No rocket science here; but, reminders on some of the ways to go about befriending contacts who could become long term clients.