"Floss the teeth you want to keep." In marketing your practice, keep this adage in mind. Interview in-person the clients you want to keep. Ask your clients what you did well, what you could do better and what issues are they thinking about as they look ahead.
You should strive to be person your client states is "the best lawyer I have ever worked with." Don't strive to be just a good lawyer.
Great lawyers help clients make money, save money, look good and sleep well at night.
There really are three kinds of client work up for grabs today –commodity, bet-the-company and everything in between. The "in-between" work is doled out to according to who the client wants to work with. Be the person with whom a client wants to work. Demonstrate how they got more than what they paid for your services.
Visit your clients and ask how you can save them money. Be prepared to offer them some kind of discount or alternative fee structure during this very hard year ahead. Maybe offer a 5 percent discount on certain kinds of work.
Never end a call without asking "Is there anything I can do to help you?"
Invest non-billable time in your clients. Learn everything you can about them and how they make money and prosper.
Keep sending work to other professionals – work will come back to you. Consider: brokers, printers, web designers, advertising firms, architects and so many more.
Thanks to Jim for these great points. Now it's your turn to put them into action. Come to our monthly meetings to learn more. As I like to say: get set, get up and get going!
Stacy West Clark, Esq. is president of Stacy Clark Marketing LLC, a firm dedicated to helping Delaware Valley lawyers and law firms grow their business. She can be reached at firstname.lastname@example.org. She is on the Steering Committee of the Delaware Valley Law Firm Marketing Group, a free group that holds monthly lunch programs for lawyers and marketers on important marketing topics. If you would like to receive invitations to upcoming events, please e-mail Stacy or visit dvlawmarketing.org.