Client Communication: Retention and Referral

Now that the client's legal matter's all wrapped up, it's time to ask the all-important question: what's next? Good law firms deliver the help clients need for their legal matters. Great law firms keep the communication lines open. While most people don't need recurring help with legal matters, they pass on feedback about their experience to others. Staying in touch with clients after concluding their legal matters is an easy way to grow the business.

The Importance of Establishing Trust

Developing trust beyond a specific legal matter can be a task unto itself. The client trusted the firm to deal with a current legal matter, but that doesn't automatically mean they'll trust them with their future cases. How should an attorney work to develop the client's trust beyond a single legal matter? Essentially, by using the same approach as they would with a personal relationship.

• Respect the Client's Boundaries: Clients don't want to be constantly bombarded by law firms. Many just want to put their legal matters behind them. Make sure that the client's open to continue communicating before reaching out further. If the client wants to keep the relationship at arm's length, respect that. If they're open to continuing to communicate, that's great. 
• Take Proactive Action: Clients don't like being seen as just a source of revenue. Making the first move to continue the discussion shows the firm doesn't view them that way.
• Be Consistent: Periodically reach out to former clients, making sure they understand the first message wasn't just a formality. This keeps the firm fresh in the client's mind if they have other legal issues. It also portrays the firm as ready to help the client at any time should they need more solutions to legal problems.

Take an active approach at the end of the matter. Ask the client if they are open to ongoing communications. If they are open to it, make sure the firm provides helpful information. Some firms provide updates to the legal areas they offer, alongside community updates and events. The goal is to keep the communication lines open. That way, if the client or one of their contacts needs legal support, it's easy to refer them to the firm. 

Communication During Retention and Referral

Communication after closing a case should be respectful and consistent. There is a fine line between being present and annoying. Remember, it's all about providing helpful information.

• Latest Legal News: Providing legal support is what the firm is all about. In conversational language, provide unbiased updates to the practice area the firm offers. 
• Success Stories: Provide anonymous information about recent successful matters, highlighting how the firm worked to support the client.
• Neighborhood Information: The firm is part of the community, after all. Are there summer events, activities, or volunteer opportunities? Highlight firm involvement in the community, too. 
• Referral Requests: It can't hurt to ask! Keeping it very brief, remind the recipients the firm is there to provide legal support as needed. 

Ongoing communications must provide helpful information to the reader. If it's just a sales pitch, the firm simply won't see the results. Remember, this doesn't need to be a weekly or even monthly effort. Quarterly is great, too. 

Streamline and Simplify

No time to send a newsletter? Consider social media or updates to the website. 

• Social Media: Using the same content ideas, post to social media. There are many reasonably priced options out there that with one entry, the post is automatically shown on all social media platforms. Take a look at SocialPilot and the like. 
• Website: Not only is updating the website simple, it helps with search engine optimization (SEO). A website that sees regular updates versus a dormant site with few changes, is generally ranked higher in search. And we all know that's a good thing. 

Consider other ways to communicate with past and potential clients. Offer a semi-annual information meeting for past and current clients where questions can be answered, information about the latest practice area updates, or any other related topics.

Conclusion

With the client's legal matters finished, continuing to stay in-touch may seem unnecessary. However, it can greatly increase chances of client retention and referral if it's done properly. Attorneys seeking to continue the conversation with former clients should be proactive and consistent while respecting the client's boundaries. They should make it easy for clients to stay in-touch too. Most of all, they should show that they see the client as an individual rather than a statistic.

Law firms that treat client relationships less like business agreements and more like ongoing partnerships are more likely to see one-time clients turn into returning clients. Said clients will also be more willing to point others with similar problems in the firm's direction. 

SimpleLaw makes it easy with an all-in-one retention and referral solution designed for law firms desiring an easier way to stay in-touch with clients well after completing their legal matters—all without the learning curve.

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