Increasing the number of clients at your small firm that utilize your services two, three, or even more times can have a significant impact on your bottom line. The reality is that you’ll find it much easier to convert a former client (assuming he or she was happy with your service) than a total stranger.
But it’s interesting how many firms don’t even bother to reach out to their former clients in any meaningful or intentional way. Continue reading below for a quick summary of some of the best ways to turn former clients into repeat business.
Meaningful Communication
If you’re a regular reader of this site you’ll know that the theme of this month’s blog posts is “communication.” Regular communication with former, current, and future clients of your firm is a necessity for successfully operating a small legal enterprise.
But beyond being regular, your communications have to be meaningful. They must speak to the individual you’re engaging and offer value of some kind. One-size-fits-all email blasts to all sorts of different clients will likely not be of much value to the individual recipients.
Use what you know about your individual clients to personalize your communication with them and provide information you expect they’ll value instead.
Remembering and Communicating Details
Do you know why dentists send you birthday cards? Because they know that people value those who remember the little things. And while it can seem tacky, sending your former clients a quick birthday greeting or “happy holidays” email serves to keep you at the front of their minds. If it just so happens that they need another matter dealt with around that same time you might be the one they call.
Even better than birthdays and holidays are the little details that relate to their matter. Is it the anniversary of their incorporation? Send that small business a little gift to help them celebrate the occasion. Has it been five years since they bought their first home? Send them an email and ask them how the experience has been.
Making Each Communication Count
Just as important as communicating in a meaningful way that’s personal to the client is knowing when not to send a communication. You don’t need to email them every week with an update about your firm because, truth be told, they probably don’t care. And you definitely don’t need to phone them at home on a random evening to remind them about some promotion at your firm.
Instead, each time you communicate with a client you should have a clear goal in mind. Whether it’s to tell him or her about a useful service you learned about, a strategy they may wish to consider, or a service you offer that they might want to utilize, the fact that you’ve reached out to them should signal that you’ve got something important and valuable to say.
Final Thoughts
Staying in touch with your clients in a way that doesn’t annoy them and adds to the value of the relationship is an art and a science. And it’s well worth your time to develop a talent for it.