TLOMA today: Making it into the circle of trust and how marketing and BD systems can help

Do you want to gain new clients and keep the ones you have? Then you can’t overestimate the importance of respect. It’s a commodity which can get you “over the line” in a myriad of personal and business situations.

Of course it’s easy to talk about respect, but harder to build it. It can’t be forced, but there are several building blocks. One of the foundation stones is making people feel valued and important. In a professional context, one way this can be done is by making clients feel you’re listening to them, so if they’ve told you something which matters to them, you should remember it. You can also make clients feel important by showing you know them; where they work and what they work on are good places to start.

It’s also key to acknowledge feedback and realise when things haven’t gone as well as they could have. If for whatever reason you have delivered less than excellent service, it goes a long way if you make a conspicuous effort to make it up to clients.

When you demonstrate respect for the client it shows them that they’re a contact who matters to the law firm. Respect can be demonstrated in a number of ways and by different areas of the firm. For example, marketing can show respect by understanding the contact, what they’re interested in, not sending irrelevant mailers or event invitations, and ensuring preferences and special requirements are remembered.

Meanwhile lawyers can show clients respect by setting time aside to meet with them when possible and by understanding their wider context when having conversations. While formally arranged meetings are key, the informal “I saw you were attending our seminar and thought I’d pop down” can be even more powerful.

There’s no question that showing a contact that they matter to the firm, when done well, engenders a positive attitude in a client or potential client. However, in reality, in the midst of busy lives, it’s easier said than done. This is why it’s wise to let client relationship technology do some of the work. The goal is simply to use technology in such a way that each contact feels respected by, and important to, the firm.

Click here to read the full article by Tikit’s Marketing and Commercial Director, Simon Elven that was published in TLOMA Today.