If there’s anything that we as attorneys have learned from the recession, it’s that we can’t assume that our clients will always be with us, just because we’ve done a good job for them in the past. Now more than ever, it’s important to remind ourselves that each of us is responsible for maintaining our clients, and that clients respond to us based on what’s happening now, not what happened a few months or years ago.
So, what does this mean in practical terms? Well, you have to stay in touch with your clients on a consistent basis, with relevant topics of interest to them. It’s important to give clients and prospective clients information that’s informative and entertaining. Some methods of communication that have worked for Academy Members have included:
- Newsletters
- Updates
- eAlerts
- Social Media presence
- Client appreciation events
- Introduction to new services
A good goal is to make meaningful, informative contact with your clients twelve times per year. Doing this and providing service that exceeds their expectations on a consistent basis will make your firm the first place they call when they need something or when a problem comes up that you can help them solve.
Staying at the top of their minds, and delivering when the time comes, is one way to cultivate lifelong relationships with clients.
Sanford M. Fisch
CEO & Co-Founder
American Academy of Estate Planning Attorneys, Inc.
6050 Santo Rd., Ste. 240
San Diego, CA 92124
(800) 846-1555
www.aaepa.com
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