October 28, 2015

3 Relationship Strategies Every Lawyer Must Keep in Mind


It's no secret that we are in the business of relationship management and while everyone has broadened their network reach through a digital presence, maintaining your network can become a full-time job. While it probably is a lot of work, if you have a little help with some automation, it becomes less of a pain and more of a delight.

Getting access to some type of software is half of the battle, knowing the right strategies to maintain those relationships with clients and how those can increase the demand for your services are points of success for your firm.

So, what are the right relationship management strategies that every lawyer must keep in mind?

3 Relationship Strategies Every Lawyer Must Keep in Mind

1. Follow-Ups

We've stated this stat a few times, but it translates well across many different industries.

Typically, salespeople don't follow-up after the first time and 48% never follow-up with a prospect.

If you didn't follow-up with your clients, do you think you'd finish much work? The answer should be no, and you probably wouldn't have very many clients either.

A follow-up is quintessential in making sure that your communication is successful throughout your relationships with your clients. The best thing to keep in mind when you are following up is ensure that it is relevant, meaningful, and/or adds some type of value to the conversation. I think we've all been there for the "just following up" email, but let's avoid sending those.

In your follow-up, state the purpose of the follow-up and then add something to finish it off to gain a response. For example, let's say you are emailing a client about some matters and maybe they go unresponsive over the course of the next couple of days. Now is the time to follow-up. Mention that you are checking in on the previous email, and add a piece of content that might be relevant to the client into that follow-up. I guarantee you are more likely to get a response.

2. Measuring Your Network

Sometimes marketers get the bad reputation for not measuring the ROI of their marketing campaigns. Although, I know several marketers who don't measure the performance of their campaigns, it only exemplifies that they are missing out on a huge opportunity to improve on what they are doing.

As a lawyer, you probably partake in a marketing campaign here and there; however, the most relevant aspect to measure is your network. How strong are your relationships? How are your emails performing? Where are the gaps that need to be filled with your connections?

All of these questions can be answered by taking a look at the clients in your network. Take a look at these tips below to better measure your network.

    • To test the strength of your relationship, look at the last interaction date. When was that and what did you discuss? Did you follow-up?


    • For your email performance, look at the open, click-through, and response rates. Need to calculate those? Download our Relationship Formula Cheat Sheet.


    • Maybe do an inventory of your network. How many contacts are in your system? Are they segmented out in the appropriate sections?

Use some of these factors above to identify if the time you are spending on managing your relationships is proving to have a positive ROI. If it isn't, then it's time to switch up some of your tactics or increasing your effort to better your relationships with your clients.

3. Client's Lifecycle or Journey

Who is your client? How long have they been your client? Do you have clients with similar needs? How long do they remain your client with the legal counsel you provide?

In marketing, we place important significance on the "buyer's journey." This is where we take a look at how a lead comes to find out about us, what stage they move to next, the behaviors they do along the way, and what happens when they become a customer. This outlines their decision process, but it gives us the insight we need to proactively address the needs of your customer.

For the legal instance, can be translated to your "client's journey."

We talked to an attorney and the clients that he represents have a longer journey in that he practices estate law. As his clients pass things down from member to member, he stays on as the family's lawyer. To ensure that he maintains a relationship, he should mark down the appropriate time to send any communications. With the action of mapping out his client's journey, it adds a level of business insurance to keep his status of relevancy, trustworthiness, and reliability.

Understand each interaction point and what action will be required from you will help you maintain a consistent strategy in engaging with your clients. Knowing your client's journey with your services can provide you with the right strategies in order to secure more demand for your expertise.

Going Forward With Your Client Relationship Management Strategies

Managing your network isn't easy, but if you follow these strategies, your network will become even stronger and more profitable. This will of course better your overall business and law firm.

How are these strategies working for you? Are you seeing the results you need? Let us know in the comments below!