In a recent conversation with one of the attorneys about a very needy client, I was reminded of the children’s book called “If You Give a Mouse a Cookie” by Laura Joffe Numeroff. It’s the one where the mouse asks for a cookie, then milk, then a dozen other things which keeps the boy busy all day long taking care of the needs of the mouse. In the book, through a series of cause and effect, the boy listens to the needy mouse and acts upon the requests. In the end, the mouse ends up asking for another cookie and the cycle begins again.
As an attorney you have the opportunity to make a client’s engagement memorable, where he may come back for more work, or feeling frustrated and dissatisfied. You invest a lot of time and energy interacting with your clients. Any client is your bank for future work – as a referral source or for cross selling. Clients care as much about communication as they do about ability or the quality of the work product. So demonstrating good active listening skills, and being consistently responsive to clients is essential for client retention. You want to give them a reason to ask for another cookie.
Here’s an idea you can easily implement: Get a batch of logo cookies made at a local bakery. Keep them in the freezer, and at your new client meetings, include a wrapped cookie with you new client packet. Let them know you’ll be there to take care of their needs and at the end, you hope they come back for their future legal needs. I am sure you will make a memorable impression on them – enough so that they will tell a few friends.
Peggy Gruenke, Chief Operating Officer and Business Development, firstname.lastname@example.org
More articles available on my blog LawBizCOO.