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Myth #5: ONCE YOU'VE WON THE BUSINESS, FURTHER MARKETING TO THE CLIENT IS NOT NECESSARY.
June 07, 2012
MYTH #5: ONCE YOU'VE WON THE BUSINESS, FURTHER MARKETING TO THE CLIENT IS NOT NECESSARY.Your firm's client retention depends on regularly identifying their needs, concerns and pressures. But client needs are a moving target. The time you spend listening and attending to complaints could be the difference between keeping a client and losing them to another, more attractive firm.More corporate counsel and agencies are terminating long term relationships with law firms. Depending upon which report you read, the average number of firings of long term outside counsel is 2 per company per year. Where our clients have lost a long term relationship, it is often due to the absence of a well organized client retention program. And while we work on strategies to re-acquire the client, it is a tough road to travel.In conclusion, how should you deal with the 5 MYTHS OF ATTORNEY SELLING? Our advice – get over it! Don't let attorneys use these or similar myths to sit and wait for the phone to ring. Attorneys selling should recognize that it is all about getting to that crucial moment when buyers decide if what you have discussed has value for them – and if you are the best one to deliver it.
MYTH #5: ONCE YOU'VE WON THE BUSINESS, FURTHER MARKETING TO THE CLIENT IS NOT NECESSARY.Your firm's client retention depends on regularly identifying their needs, concerns and pressures. But client needs are a moving target. The time you spend listening and attending to complaints could be the difference between keeping a client and losing them to another, more attractive firm.More corporate counsel and agencies are terminating long term relationships with law firms. Depending upon which report you read, the average number of firings of long term outside counsel is 2 per company per year. Where our clients have lost a long term relationship, it is often due to the absence of a well organized client retention program. And while we work on strategies to re-acquire the client, it is a tough road to travel.In conclusion, how should you deal with the 5 MYTHS OF ATTORNEY SELLING? Our advice – get over it! Don't let attorneys use these or similar myths to sit and wait for the phone to ring. Attorneys selling should recognize that it is all about getting to that crucial moment when buyers decide if what you have discussed has value for them – and if you are the best one to deliver it.
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