Leverage your existing Customers to grow your Firm

Retention Marketing is based on building relationshipsMany personal injury attorneys tell us that honing their litigation skills and winning cases for their clients is the easy part of growing their practice. The hard part is business development!

Building a steady pipeline of new personal injury leads is difficult, time-consuming, and expensive. And sometimes, you just don’t manage to get enough clients.

Retention marketing can help you grow your firm by leveraging your existing customers to generate more business. This blog post provides ideas on how to encourage your old clients to come back and hire your firm again.

Why Retention Marketing is crucial

It costs considerably more to acquire a new client than to keep an existing one. That’s why it makes sense to focus on building long-term relationships with every client, from the moment your sign them to the moment you settle their case. A satisfied client is a loyal client. He may come back to give you repeat business or he may refer you this friends and family.

The key to Client Retention: Relationship Building

The common assumption is that doing a great job as an attorney and securing a large settlement is all it takes to prompt repeat business and referrals from happy customers. Nothing could be further from the truth.

Providing exceptional service and winning cases is of course very important, but it often fails to be effective on its own if the client does not perceive that he is important to the firm. Service, client appreciation and that personal touch can make all the difference in ensuring that your client will remember you for years to come. In a world where there is less and less time and opportunity for supportive social relationships, building a connection can be crucial to keeping a stable customer base from which to draw repeat business.

7 ways of building your Relationship with your Clients

Any relationship needs work. Your relationship with your past clients is no different. Consistency is key. Here are 7 ideas to help you maintain your relationship with past clients once you have completed their case.

  1. Consider investing into a CRM (Customer Relationship Management) system: According to Salesforce, a CRM “helps you keep your customer’s contact details up to date, track every interaction they have with your business, and manage their accounts. It’s designed to help you improve your customer relationships, and in turn, customer lifetime value.” Your CRM will allow you to remember everything about your past clients – from administrative to personal details. Pepper your communications with names of family members, details of their recovery process or mentions of their hobbies.
  2. Ask for client feedback immediately after you settle: Send out a client survey. Follow up with a phone call to ensure client satisfaction. This shows that you value input on your performance.
  3. Send thank you notes and seasonal greetings: Handwritten is still best. You could send a thank you note to clients thanking them for putting their case in your hands or wish each past client a Merry Christmas.
  4. Encourage past clients to subscribe to your email newsletters: Consistently supply them with fresh and engaging content. Focus on establishing your thought leadership while providing useful information to your client. It is important not to push the next sale too much.
  5. Engage with past clients via social media: Encourage them to follow you on Facebook, Twitter, Instagram or LinkedIn and follow them in return.
  6. Be accessible: Provide a variety of ways for your customers to re-engage with you. Make sure they can contact you via email, via your website or by calling a 24/7 phone line.
  7. Be visible in your community: Create opportunities for your past clients to interact with you. Consider offering free legal advice or a seminar on a specific day and invite them via email. If you are part of a community event, let your past clients know. Be part of a charity or a fundraiser.

The best way to formulate an effective retention marketing plan for your practice is to sit down with your team and brainstorm. Let us know what you’ve come up with in our comment section!

Other posts in this series:

Marketing for Personal Injury Attorneys – The Importance of Strategy.

Marketing for Personal Injury Attorneys – Is Outsourcing an Option?

Marketing for Personal Injury Attorneys – Content Marketing for Law Firms.

Marketing for Personal Injury Attorneys – Social Media Marketing for Law Firms.


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