Attorney at Law Regional Edition Inaugural : Page 13although not one on one. To supplement times when you offer way, your client doesn’t feel ignored. To the contrary, your client actual access, you create the appearance of access when you: agreed to your transferring his call. t Send a fact kit that contains an original cover letter signed — Respond to prospects’ and clients’ e-mails. E-mail has by you. so many benefits. It’s quick and effi-cient, yet it allows you to t Present seminars where you’re the speaker, whether in person, respond when you have time. This gives your client access to you by telephone or on the internet. without interrupting what you’re doing. A sentence or two from t Deliver CLE programs to other lawyers, sponsored by your you — a quick acknowledgment of a message or a brief thank you state or local bar. — goes a long way to further your relationship. t Send clients and prospects your educational newsletters that While the few words you type may not say or mean much contain your photograph and biography. to you, from your client’s point of view, you took a moment to t Send clients, prospects and referral sources your e-mail alert. acknowledge him or something he did. He’s pleased because he t Generate articles about you or your law firm in newspapers had access to you — and because you made him feel important and magazines. by typing a quick e-mail that took you less than a minute to write. t Write an ongoing column in your local newspaper. — Lunch with clients to discuss current or future projects. t Appear as a guest on radio talk shows and on TV news and A private meeting away from the office creates a personal public affairs programs. bond between you and your client. Your client values this time t Speak with an anchor or reporter on the radio and TV news. alone with you, rather than meeting in your office where the t Host your own call-in radio talk show. surroundings emphasize that your focus is business and the t Air radio and TV commercials in which you are the speaker. client may feel less like the center of attention. t Sponsor a web site that contains your photograph and — Meet with clients and prospects in your office. Spend a few biographical information. moments alone with your client or prospect in a closed-door Everybody wants to be seen as an individual. And every meeting. Update him about his case, ask for more information, or individual wants to feel that he or she is important. The more suggest ways he can get the best result from working with you and access you give prospects and clients, the more new clients you’ll your firm. The content of what you discuss is not as important as attract — and the more new and current clients you’ll keep. your willingness to spend time alone with your client or prospect. But wait, you say, this takes a lot of time. Yes, providing access — Stay actively involved in your client’s case. Even if another to prospects and clients can consume much of your day. But lawyer is doing most of the work, the appearance that you’re excellent marketing requires a significant investment of time. involved, if only to supervise, makes your client feel better. By If you have something more important to do than attract new knowing that you are keeping a close eye on his legal affairs, your clients and maintain relationships, then ask another lawyer to client feels more comfortable. assume the rainmaker role. The more clients meet with you, shake your hand, and see you If, however, you decide to remain the rainmaker, then do your involved with their legal matters, the better they like it. On the best to give prospects and clients direct and immediate access other hand, the more you separate yourself from your clients’ to you. Because when they learn that you take a personal role affairs and turn matters over to other lawyers, the sooner you can in their problems and their success, you profit from a major expect to see your clients’ loyalty evaporate. Then your clients competitive advantage that few other lawyers can or will match. become easy targets for competing lawyers who offer the close, personal attention your clients want and deserve. You can support your client’s sense of relationship with you even if he doesn’t require actual access. You do this by working with clients in a non-individual Trey Ryder specializes in Education-Based Marketing for Lawyers. He designs yet personal way. dignified marketing programs for lawyers and law firms in the United States, Canada and other English-speaking countries. Trey works from his offices in THE APPEARANCE OF Payson, Arizona and Juneau, Alaska. To read more of Trey’s articles, visit ACCESS... is when prospects the Lawyer Marketing Advisor at www.treyryder.com and add your name to and clients see you — and Trey’s e-mail distribution list. perhaps interact with you — June 2012 Attorney at Law Magazine ® | 13 Publication List Using a screen reader? Click Here |
