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A recent Thomson Reuters study asked general counsel what led them to recommend their outside counsel to others. Here are a couple of key findings:
- 27% of the decision was based on what the study called Close to Client behaviors—things like “good working relationship,” “understands my business,” “trusted and reliable.”
- By contrast, only 8% was attributed to innovation and value.
It’s not that innovation and value don’t matter. But what really matters is the relationship (and, of course, the quality of work).
So how do you stay close? Here are three practical steps you can immediately implement:
1. Schedule a Q4 Business Meeting
Don’t just talk about current matters. Add value beyond the billable hour. A simple agenda can help:
- What’s happening in your business that we should know to serve you better in the coming year?
- Here are a few insights from our experience this year that might impact your decision-making going forward.
- Are there any areas we can improve to better meet your needs?
These conversations don’t happen nearly often enough. That’s a missed opportunity because they’re so effective for securing and growing client relationships.
2. Make One Friday Call
According to BTI Consulting, only 21% of clients report a high-quality ongoing dialogue with outside counsel beyond matter-related discussions.
Every Friday afternoon, call one client just to check in. No agenda. No .5 time entry on the bill. Ask about what’s happening in their world—professionally and personally. They want to hear more from you, and you want to show that you’re invested in their success.
3. Answer Their Questions Through Your Content
Stay close to your clients by addressing their common questions in your content:
- The ones that come up again and again during engagements.
- The ones they should be asking but don’t know to ask yet.
When you address those in articles, alerts, LinkedIn posts, and presentations, you scale your understanding of your client’s business and allow similarly situated prospects to discover you.
Here’s the bottom line: Staying close doesn’t require fancy tech or flashy marketing. It requires consistency, curiosity, and care.
Jay Harrington is president of our agency, a published author, and nationally-recognized expert in thought-leadership marketing.
From strategic planning to writing, podcasting, video marketing, and design, Jay and his team help lawyers and law firms turn expertise into thought leadership, and thought leadership into new business. Get in touch to learn more about the consulting and coaching services we provide. You can reach Jay at jay@hcommunications.biz.