How Can Solicitors Build Client Loyalty?

Building “client loyalty” is an essential task for all solicitors to strive for. When a client who has asked you to help them with their legal issues next needs help you want to be sure that the only firm they even consider asking to help them is yours. The question is, can you still build client loyalty for your law firm? I believe you can and this is how you can do it.

How To Build A Generate A Law Firm Client For Life

  • Average service is no longer good enough, exceptional service is paramount. Now if you are thinking that you cannot provide an exceptional service when your fees are already so low, then that is part of the problem. You are not doing all of the things that you need to do to generate clients who are prepared to pay a reasonable fee for your legal services so you must first change that!
  • You have to be more creative in how you deliver your service and more inventive in solving problems for your clients. Having the legal knowledge is not sufficient, you have to use that knowledge in more commercially astute ways to settle legal disputes and overcome obstacles. This is what your future competitors will do. How often do you spend every month thinking how you could improve the service you provide? If the answer is no time at all, I strongly recommend that you change this.
  • You need to start owning your client by communicating with them relentlessly. This includes telliing them how else you can help them, not just at the end of a transaction, but at the beginning, during and long after their current instruction. This should also include (but not be limited to) ‘newsletters’ (I use that term loosely as I am not a fan – what I mean is at least a monthly firm communication but with helpful information, not droning on about how you have recruited a new member of staff to show how well you are doing because your clients simply do not care about that), regular “snippets” of information in easy to digest formats, helpful ‘how to’ guides, top 10 sheets, postcards, birthday cards, special offers and brochures. You need to be in touch with your clients AT LEAST once a month, if not more. How can you expect your client to remember you and call you “their solicitor” if you are not communicating with them on a regular basis?

Only when your clients do not even think of going elsewhere because you have provided them with so much useful information can you start to think of a client for life. But if you take these steps, you are well on the way. You see your clients are just like everyone else: they are short of the most important asset, their time.

Everything that saps their time and energy is a drain and prevents them from doing what they would prefer to be doing. This includes having to take the time and effort to change their legal supplier. If you are doing a great job, or even a good job, it is easier for your clients to keep using you than it is to spend time finding a new solicitor: “It is better the devil you know”…..

What are you doing to create client loyalty for your firm?

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Case Study

Now I’ve got eight staff and two offices, and we’ve never been busier.

I’ve been working with Nick for the last six years, and in that time he’s had a significant impact on my business.

We first start working together when I worked at an employment law practice, and when I left there to set up on my own, Nick was one of the first people I called.

I knew that one of the key pieces to get right was the website – in this day and age it’s impossible to run a successful firm without one – and with Nick’s advice, help and guidance, we created our own marketing-focused site that has proven to be the backbone of all the sales and marketing that has followed.

But a good website means nothing unless people see it, and that’s why we turned to Nick to run our Google Adwords, which quickly became a primary source of leads.

In addition to running the traffic, Nick held our hand through every element of the client attraction process, from how to communicate with leads, to how to close sales, and the impact that had on our business cannot be understated.

And that’s why I will always recommend Nick to anyone who needs help with marketing – particularly legal firms: his breadth of knowledge about everything to do with sales and marketing means that he can (and does) help with every part of the picture, resulting in a stronger business than you could have imagined.

Since we’ve been working with Nick, we’ve grown quickly – back in 2013 it was just myself and my wife, and she was part-time.

Now I’ve got eight staff and two offices, and we’ve never been busier.

And if our lead numbers are anything to go by, it’s only going to get better – 2015-2016 saw us get 800 good quality leads in employment law, and that figure more than doubled last year. I can only look forward to more exciting times, working hand-in-hand with Nick to grow my practice and enjoy the fruits that come with that growth.

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