How do you stay on the minds of clients with whom you currently have no dealings? That’s one of the questions that David J. Abeshouse answers in his column, “My Pal Esquire,” in the Jan./Feb. issue of GP Solo Magazine.
Staying in touch with your clients helps develop a long-term relationship. Regular communication is key. The form of communication used depends on your level of comfort with the client and the client's personal preferences. Abeshouse offers several tips:
Send an appropriate message when a significant event occurs in your client's life.
Meet your client outside the office environment. Think about the things you both may enjoy, such as fishing, attending classical music concerts or watching a football game.
Create and send a quarterly or monthly newsletter.
“Clients will be particularly impressed when their lawyer inquires about how things are going in general, with no particular focus on business or existing matters,” Abeshouse said.
Regular contact helps to ensure you are the first call when clients need legal assistance. It may even bring in new business. Many lawyers ask for referrals as their comfort level with clients increases. But, be aware of ethical considerations that are applicable to your jurisdiction, Abeshouse warns.
The type of clients you choose to work with may ultimately determine whether a long-term relationship is formed. According to Abeshouse,“If you were to choose your clients more in the manner in which you choose your friends, you might have clients with whom you like to do business, and your practice might be more enjoyable, profitable, sustainable and inspiring.”
