If you really want to make a difference so that clients remember you and send you referrals, then a story Trey Ryder tells about a doctor may help. As the story goes, Trey was talking with a small business owner who told him that 15 years earlier his wife’s doctor called on a Saturday to check on how she was doing.

There are two impressive aspects to the story. One, that a doctor called on a Saturday to check on how a patient was doing after surgery; and second that the patient’s husband was still telling the story 15 years later.

Now that’s some awesome word-of-mouth marketing. Funny thing is that same thing happened to me. I still talk about the call I got a few years back from my doctor at 6:00 p.m. on a Saturday. He was calling because he had just gotten back from vacation, and wanted me to know right away that my blood tests came out fine. (Of course, I didn’t mention to him that my blood pressure nearly went through the roof by the very fact that he called on Saturday evening – but why ruin a good story.) I’m not sure how many patients I have sent him since, but heaven knows I have sure recommended him enough times.

So, why not do the same. Pick up the phone and call your client after a matter is completed and ask how they are doing, how you did, and is there anything else you could assist them with. In fact, why not call a client when it’s least expected and bring them up to date on a current matter?

As Trey concludes:

“… when YOU pick up the phone, and YOU take time from your schedule to call your client, that’s significant! That’s what your client remembers. And that’s another reason your client will return in the future — and send referrals.”

  • I could not agree more. If you want to take this a step further, make it a goal to take five clients to lunch each month just to check-in. They will appreciate the business and they just might refer you a new potential client or pass along a new matter they had not thought to give you.

  • gyi

    How often we forget about the strength of actually caring about our clients. After cutting through all our efforts to “grow our practices” the best lawyer marketing strategy is simply to care.

  • A Patton

    I couldn’t agree more, but had to laugh because a few years ago my husbands physician called in the middle of the Super Bowl to tell him “right away” that his blood tests were fine. I nearly had a heart attack because, of course my first thought was that no doctor would make such a call at such a time unless there was a major problem! Like you wrote, it was an experience I will not ever forget.

  • Thanks for this post Tom!
    The stress of having to meet billable hour requirements and get more clients makes too many attorneys forget the importance of genuine and authentic human connection. Reaching out to one client per week (and not billing for it) can make a very big difference. Also, keeping a log of clients’ birthdays and anniversaries is a great way to connect with them.
    Lawyers can send out a greeting card out at that time (instead of just during holidays). It’s a really great way to stick out in the clients’ minds, to make them feel appreciated, and to have them relate you with the positive feeling that the anniversary or birthday brings to them. Win-win situation all around!