How Much Effort Should You Put into Client Retention?

by Alexa Drago on May 9, 2017

HandshakeNobody ever says that client retention is easy. However, the process of retaining existing clients can be significantly easier than finding new clients.

If you had to choose between a difficult job and a very difficult job, which would you select? The task of retaining existing clients certainly requires time and effort. But searching for and attracting new clients usually requires even more time and more effort.

When it comes to client retention, the process can be relatively simple. A happy client might continue to rely on you for legal services for many years – without requiring much more from you other than good work and excellent customer service. The real trick is making sure every client is satisfied.

Here are a few ways to make sure your existing clients remain pleased with your service for many years to come:

Focus on Communication. People do not like to feel ignored – especially when they are paying you a large sum of money to complete a job. It’s essential that you keep the lines of communication open when you are helping a client with a legal issue. Clients expect to be treated well and to have their phone calls and e-mails returned quickly.

The Satisfaction of Your Clients is Important. Excellent customer service is essential. While you may be extremely busy serving many clients, each individual client wants to be treated as if he/she is your only client. Clients expect excellent service from a knowledgeable attorney. Once a case is closed or a project is complete, make sure to thank your clients for their business – and let them know you’d be happy to help them again in the future.

Show Appreciation. You want your clients to feel like they made the best possible decision when they chose you to be their attorney. Make sure they understand that you really care about them as people. Also, touch base with clients after their case or project is closed. This might be as simple as a bi-annual e-newsletter or an end-of-year holiday card.

Referrals are Exceedingly Valuable
It’s important to remember that you must go above and beyond the call of duty to make sure your existing clients are satisfied with the legal service you provide. Not only might your happy clients refer others to you, but happy clients are apt to call you for any legal help they need in the future.

Word-of-mouth advertising is the best type. People have a unique ability to persuade or convince their friends, co-workers, neighbors, and relatives to utilize one legal professional over another. You want to be the one they recommend, not the one they oppose. Client loyalty often results in referrals – which can be an excellent source of new, high-quality clients.

Spend Less Time, Effort, and Money
Retaining existing clients is important. Successful client retention means that you can spend less time, effort, and money on marketing efforts. Growing your law practice can be much easier when you have a reliable client base. Adding new clients to an already stable pool of clients is easier, less complicated, and less stressful than constantly searching for new clients who do not already know you.





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