Communicate
There are three fundamental rules of Client Relationships. The first one is KNOW YOUR BUSINESS, the second is STOP SELLING.
Rule #3 is COMMUNICATE.
Every time you send a letter confirming a meeting or conversation, make a phone call, or send a newsletter, you are helping your client (or referral source) achieve Peace of Mind. You also are sending an implied message: "I appreciate you. I am thinking of you. I am concerned about your needs and dreams."
[Never forget that referral sources seek Peace of Mind, and that they have needs and dreams, too.]
When it comes to COMMUNICATING with clients, even the best of intentions frequently fall victim to the realities of business -- anything from a secretary's vacation to a court date, a missed filing, or a computer breakdown can derail your resolve to write a personal note, make a follow-up phone call, or schedule a friendly luncheon. The best way to avoid these pitfalls is to implement a COMMUNICATION PLAN. Don't rely on your personal communication skills (however wonderful your mom says they are!). A well-designed plan will continue to touch your clients with important messages -- building the trust and confidence necessary to fruitful relationships. If, one morning, you arrive at the office inspired and have the time -- go ahead and write that personal note. But let it be the icing on your Client Communications Cake.
Here are a few tips to consider as part of your Client Communications Plan:
- Begin at the Beginning. Educate your clients about your "processes." If you are undertaking litigation, let your client know up-front how the process usually unfolds. Tell them the time frames, what to expect, and how frequently they will be billed. Also let them know how frequently they should expect to hear from you. If you have a client newsletter, website, or handbook, be sure to introduce it at the first meeting. Also, let your client know the best way to communicate with you. Should they fire off an email if they have a question? Or would it be better to make a phone call? Also -- will they be billed for emails and phone calls? Letting your clients know upfront will avoid misunderstandings -- and potential conflicts -- later.
- Manage Your Contact Manager. Customize your contact manager to capture the information you will need to organize relevant client communications. For instance, f you working with an estate planning client, set up a date field in your contact manager to capture the date the plan was signed. Now, you can easily select and sort those clients who should receive a reminder to review and update their planning documents. Other important fields might include: Business or industry code -- for future client workshops focusing on a specific industry; Gender -- you may want to target a mailing to women-only; Birth Date -- segmenting your client base by age is a great marketing tool; Marital Status -- there are many issues that affect singles or couples differently and could be the topic of a future workshop; Type of Client -- set up a coding system to quickly segment your estate planning clients from your real estate, personal injury, or family law clients. If you practice in a specific niche such as estate planning, it may be helpful to establish codes for will-based clients, revocable living trust clients, tax-planning, non-tax, probate, trust administration, elder law, etc.
- Host Client Workshops. Client workshops are excellent ways to establish and nurture client relationships, and to build client referrals. You don't have to spend weeks or months developing your workshops. Tap into professional resources for assistance. For instance, the Defense Research Institute (DRI) has a number of educational programs available for purchase at reasonable prices for those practicing in the area of insurance defense. We offer a complete workshop on CD, Estate Planning 101, that would be a great choice for a "family orientation" workshop. You can probably find quality presentation materials for less than the cost of one-billable-hour of your time.
- Devise a Protocol. Outline your Client Communication Plan, and train staff to follow it. Remember consistency and efficiency go hand-in-hand. If every client should receive a follow-up letter after a consultation, or an appointment confirmation phone call, be sure these processes are clearly outlined in your plan. Also -- set up a system for accountability. A simple checklist may work -- or hire a consultant to help you build accountability systems into your case management software. Remember, consistency is the key -- even the best PLAN will fail with poor execution.
Every firm, every lawyer, and every practice is unique. If you need help creating a CLIENT COMMUNICATIONS PLAN, please let us know. We have been h helping lawyers communicate better with their clients for more than ten years. We can help you, too! Toll-free: 1-877-850-7472.
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