ALL IT TAKES IS A SIMPLE CARD
You work long and hard to first get a client and then you work hard on their behalf so why is it when you complete a matter for them you abandon them. I am sure you have heard the expression “out of sight out of mind”. Well, this applies to clients, so let me explain.
You have done a great job for your client and your client loves you. She tells you that she will refer everyone she comes across and then she walks out the door, totally pleased but here is the problem. After a month or so, maybe a bit longer she completely forgets about you and the great job you did for her. She doesn’t mean to, this is not conscious on her part, but life happens, and she gets busy with other things. If she does come across a situation where she could have referred you she cannot find your card and she simply does not refer you. Worse yet she refers the case to that new lawyer she just met at a cocktail party, not knowing whether he is a good lawyer or not.
I have not kept a count but if I had to guess I would say that 9 out 10 lawyers I ask if they keep in contact with past clients say NO. Maybe this is a good time to ask that question of you. DO YOU KEEP IN CONTACT WITH PAST CLIENTS?
As a lawyer, you need to be aware of “TOMA” (TOP OF THE MIND AWARENESS). One of the ACTION ITEMS I insist that my clients do is to send out correspondence at least once a month not only to past clients but to clients they are currently working with. I know the first thing that is going through your mind is: “I can’t do that, I do not want to be salesie or bother my clients.” Or I can’t send something every month what could I possibly send.
Let me share with you what I teach my clients and hopefully, you will see how simple this is and if done right your clients will not only remember you they will love you because no one else does this for them.
Every month there is an occasion where you can send a card. The major holidays, Thanksgiving, do not send Charismas cards, New Years, and if you know the client well enough a Valentines Card with something like we really love(d) having you as a client. Possible a St. Patricks day card, a Fourth of July card, I think you get the picture. Now, hopefully, you know your client well enough to be able to send them a birthday card, their spouse a birthday card, maybe their kids are graduating from High School or College. If you put your thinking cap on I know you can come up with something appropriate.
I mentioned correspondence and depending on your client perhaps there is an article you read that might be of interest to them, so send them a copy with a note saying something like: “not sure you saw this but wanted to send it along”
Not only do you stay TOP OF MIND but because no one else does anything like this you will be very much appreciated. Think of the last time you received a handwritten note from someone, how did you feel.
Notice I just said a handwritten note, and make sure you hand to address the envelope with a commemorative stamp. That way it does not get mixed up with the run of the mill business mail.
This is perhaps the cheapest and most effective way to keep clients coming back and also keep them referring you. AND it does not cost much.
James E. Thompson, JD is the President of Lawyers Marketing Resource a company dedicated to helping lawyers grow their practice. You can contact him at jet@lawyersmarketing resource.com.
He is the author of “Why Lawyers Fail to Get the Referrals they Deserve and Need to Grow Their Practice and What They Can Do About It” and “Why Most Lawyers FAIL at Getting Referrals from Other Lawyers and How to Change That” If you would like an ebook copy of either or both books visit his website: www.lawyersmarketingresource.com and you will find instructions on how to get the books