For years I have been saying that the term ‘cross-selling’ is all wrong. The focus should be on the client, not the lawyer or the firm.
Read my latest column from The Lawyers Daily here.
This article was originally published by The Lawyer’s Daily (www.thelawyersdaily.ca), part of LexisNexis Canada Inc.
Change or die is an expression that’s been around a long time in the business world. Well legal industry, get used to the expression and live by it. Moving forward things will not look like it did pre-recession. Your clients will not continue to pay over-exorbitant fees. They will look for better value and be open to using non-traditional sources for their legal work. They will demand more. The insulation so to speak, is over.
If you are one of those lawyers that continues to think nothing will change, I ask you, what was your second career choice? You may need to revert to it and sooner than later. In Canada if we want to see the future of legal services, all we have to do is look south of the border and even overseas.
But this also presents abundant opportunities for those lawyers and law firms who are open to doing things differently. Go and speak with your clients before they come to you. Find out exactly what they need from you. How you can better accommodate them? What different models do you or your firm need to create?
Change or die. It’s only doom and gloom if you don’t take hede.
Another sure-fire way to ensure you are getting more referral clients is to go the extra mile in your service delivery. Be as flexible to your clients’ need as possible.Provide them with samples or case studies of past work to help them understand the process. Make sure that if you’re not available at any given time, that someone on your team is. Never leave your clients hanging in their time of crisis. Do whatever you can to deliver the best possible service.
I’ve said this many times, but what makes your clients happier even more than your ‘lawyer’ skills, is your approach to service. Always remember, at the core, you are a service provider.And that is what will stand out for your clients just as much if not more than your lawyering ability. Another value-added approach, especially if your clients are business people, is making introductions for them to your vast network. Help them grow their business.
The easiest way to get more referrals is from your clients. The fastest way to do this is to ensure they are completely happy with your service. In my opinion, that starts with effective communication. One of the top complaints lawyers get from clients is that they don’t communicate often enough and make assumptions. Communication is at the heart of your service to your clients. So get agreement from the very beginning on how often and by which method your clients would like you to communicate with them. And also explain, the more that communication is required, this will add to the cost of your services.
The next thing I recommend, is to give your clients permission to give you feedback throughout your dealings with them. Your clients might be intimidated by you and not want to point something out when it’s relatively small. And you want to know if something isn’t quite to their liking so you can fix it in that moment before it grows and festers to the point where they don’t want to pay their bill. Often when mistakes are made, it’s not the mistake that people remember. it’s how quickly and effectively the mistake is corrected or reversed.
In addition to speaking at conferences and events, putting on educational workshops is another excellent business-building tactic. There are many applications for this. You can offer workshops to current clients as a value-add, and it’s a great way to strengthen your relationship. It’s also and excellent way of building more relationships in your prospects company or organization. One of the reasons I like this tactic so much, is that you’re not asking your contacts for anything. You are providing them with valuable content and knowledge.
Firms are always so quick to throw money at client events. But are you getting the biggest bang for your buck? Why not bring in a coach to work with your team ahead the event and set it up for success. You can use the event as a way of giving your team real practice of tips and approaches they have learned ahead of time.And you can build some accountability into the mix by having them report on their progress in follow up.
There are so many ways you can fully leverage the time of your professionals, give them a chance to learn, better connect with your clients, and watch what happens to your business.