Three Ways to Build Client Loyalty at Your Small Law Firm

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Think about the brands and services you buy from most. Do you usually stop for lunch at the little sandwich shop near your office or have a long-standing appointment with the same hair stylist? With so many options today, what is it that’s making you come back to the same businesses time and time again? The answer: customer loyalty. Whether people are grabbing a bite to eat, getting a haircut or purchasing legal services, clients want to feel valued and appreciated. So, how do you translate that to your legal clients? It’s simple! Check out these tips below.

Focus on client experience

It feels inexplicably good when the barista at your favorite coffee shop remembers your “usual,” right? It’s a small gesture in the grand scheme of things, but her ability to remember that you prefer soy milk in your cappuccino makes you feel like an important customer. You can provide this type of similar personalized service to your legal clients. If you know that one client prefers to meet in person rather than over the phone, or likes to chat for a while before getting down to business, try your best to accommodate them. When your clients feel like you know them more personally, they’ll be more inclined to stay with your law firm for the long haul.

Stay in touch

Even if a client’s legal matters have wrapped up, it’s important that you stay in touch with them. You never know when they might need your services again. Keep a database of all your past and present client contact information, including home and email addresses. Take the time to send birthday and holiday cards throughout the year. It’s a minimal amount of work on your end and lets clients know that you still keep them in mind and appreciate their business.

Offer long-term client discounts

Do you have a few clients who have been around for years and years? At this point, you probably know them quite well and have a great working relationship already established. Clients like this are ideal because the “getting to know you and your matters” phase is long over, and you can simply focus on doing great work for them. To show how much you appreciate working with them, offer a long-term client discount. Whether it’s a reduced hourly rate or a smaller retainer, these extensions of goodwill let clients know that you enjoy working with them and want to continue that relationship well into the future.

By |August 18th, 2015|

About the Author:

For years, Josh has helped lawyers become more organized, productive, and profitable. A trained litigator, Josh came to Smokeball from a large east-coast law firm where his practice focused on franchise, insurance, marine, and general litigation. His work with Smokeball, and his continued passion for what he does each day, is driven by a desire to help lawyers and their staff do better in every way. Knowing well the stress and strain put on today’s legal professional, he regularly focuses on improving work and life in the law. He has traveled the country working with and learning from lawyers and their staff. Josh speaks regularly to bar associations about successful law firm practices and other legal topics. Recent notable engagements have been with the Chicago Bar Association, the Illinois State Bar Association, and the Missouri Bar’s Solo and Small Firm Conference. In addition to his work at Smokeball, Josh serves on the Writing Resource Center staff at The John Marshall Law School. Besides legal technology, his research interests include judicial decision-making, jury decision-making and psychology, and legal writing. He has written and overseen research exploring causal effects of sex/gender on federal appellate court decision-making, and assisted with research for a forthcoming textbook on judicial decision-making. Additionally, Josh sits on the Board of Directors of Chicago-based Community Activism Law Alliance and on the Board of Directors of Chicago Fringe Opera Company. Josh holds his J.D., cum laude, from Washington University in St. Louis, where he served as a Senior Editor of the Wash. U. Law Review, held the prestigious Thompson Coburn Research Fellowship, served as Research Assistant to then-Vice-Dean (now Chancellor) Andrew D. Martin, and clerked at the U.S. District Court for the Eastern District of Missouri. He holds a B.A. in Political Science and a B.M. in Music Performance with Honors Scholar distinction from the University of Connecticut, making him a Huskies basketball fan through and through. Follow Josh’s activity on LinkedIn, and keep up with new articles on the Smokeball Blog.