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Best Ways to Expand Key Client Relationships from the Lawyers' and Firms' Perspectives
It is well-established that it takes much more time, money and effort to get a brand-new client in the door than it does to get more work from an existing client, where a relationship of trust is already established. See, “Don't Spend 5 Times More Attracting New Customers, Nurture the Existing Ones,” Forbes.com. Yet, for a variety of reasons, many law firms and lawyers struggle to effectively cross-sell or cross-service (defined as expanding the type or amount of work done for any individual client). See, ““Cross-Selling Sucks.” Here Are 18 Reasons Why. (Part 2),” Fishman Marketing. In fact, Michael Rynowecer says “BTI research reveals the typical law firm has only 23% of a client's work available to them” and “clients often wonder why law firms and lawyers don't spend more time and effort trying to get more of their business.”
This article defines the specific and best actions lawyers and law firms can take to expand client relationships. It will be published in two parts. This first part includes specific actions individual lawyers can take to expand client relationships. The second part will cover what law firms as institutions can do to help the firm's departments, practice groups, teams and lawyers expand client relationships.
Listen
On a practical level, what are the best, most proven actions an individual lawyer or practitioner can take in order to expand client relationships and cross-sell/service more effectively?
The most important thing for every lawyer to do to identify opportunities to expand relationships is to be a great listener. Being a great listener is not easy to do, especially for natural introverts (most lawyers, accountants and other highly educated professionals are natural introverts). Generally, natural introverts have a lot going on in their brains, and as a result they tend to both listen selectively and make many assumptions without being aware that they are doing so.
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