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Practice Building Skills: Exceeding Clients' Expectations

By Evan and Chuck Polin
April 30, 2007

Can asking your clients questions be the answer to increased business? We recently attended a legal marketing workshop in Philadelphia, and the main topic of conversation revolved around retaining clients, and what clients believe is important in their choice of attorney or law firm. We were not surprised to find that there is a huge disconnect between what clients are looking for in their choice of attorney, and what they believe they are receiving from their current law firm.

The differences between what clients believe they are getting from their law firms, and what the firms perceive, tell us several things. Before you begin to develop new business, it is important to make sure that your current clients are happy with your work. It is important to constantly 'take the temperature' of your clients to ascertain that they are satisfied with the work and service that you and your firm provides. It is easier to save a relationship by resolving issues than it is to win back a client that you have lost. Studies show that it is approximately 11 times more expensive to develop new business than it is to keep a current client. Clients want to believe that their attorney understands their business and keeps up with industry trends. It is important to get involved with your best clients' professional associations. They want to feel special and appreciated. They want to believe that their attorney can not only handle the matter at hand, but can also anticipate their future needs. There are tens of thousands of competent attorneys in most regions in North America. There are far fewer attorneys who truly understand and care about their clients' needs, and can communicate that to their clients. Keep up with industry trends and show your clients that you care. Here's how:

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