Clients tell us there are 5 times when they truly enjoy calling their outside counsel. These busy legal decision makers have little time for optional phone calls—which makes these 5 especially telling. These calls are:
Review a delivered work product
Clients inevitably have questions, comments, and changes. Your clients view these calls as essential and productive. Many enjoy intellectual stimulation. These calls are a core part of the work process.
Congratulations. Your client wants to give you more work. You have superior client service, you deliver on time, and within budget. You understand your client. You won the work without going to RFP. Clients like to make these calls and partners like to receive these. An excellent phone call by any standard.
Come give us a CLE
Clients may need to meet a state requirement, improve staff morale and productivity, or see a knowledge gap in their department. They want you to train their staff. A CLE provides more than knowledge. CLEs provide new thinking, promote internal dialogue, make outside counsel seem more available, and show the top legal decision makers actively investing in their people. All good.
Give you feedback
Contrary to popular belief, clients like to give you feedback. They want you to be better at what you do, no matter how good you already are. Everyone can improve. The clients who take the time to share feedback on your performance are among the best clients. These clients are invested in your success. Another good phone call—especially weighted towards the law firms.
Clients call their favorite partners to see how they are doing. Clients want to stay in touch and see their advisors succeed. While a good call by any measure—it is also a sign—you are not staying in touch with your client. The best clients and law firm partners know informal communications drive the success of all the other communications.
If you are getting these calls, accept our congratulations—and keep developing what is clearly a strong relationship. If you’re not—here are a few suggestions:
Call your client. Share progress and tidbits from your current work. Talk about the good work your associates are doing. List out any new thinking or breakthroughs—even an interesting observation. The important message—bring your client into the process early and often.
Update your client on firm events. Any client who treats you as a primary law firm wants to know the firm’s plans. They enjoy knowing their advisors are planning ahead and feel included when you make an effort to tell them. (They feel excluded when they learn about your firm’s strategy from a 3rd party—including the press.)
Call and offer your client a CLE. So few clients are proactively offered CLEs you can almost count them on one hand. Law firms who offer up a CLE before clients ask, stand out as the proactive, understanding firm. The law firms who wait for clients to ask are merely responsive.
Ask for feedback. Clients want to tell you how you are doing and want you to improve. Ask before clients offer and position yourself as one of the firms who includes self-improvement—and client thinking—in their culture.
Stay in touch. When one of the calls clients love to make is to see how you’re doing—they are saying they want to do business with the person and the firm. Make it easy—schedule a time every 2 to 3 weeks to have a short call with your top clients. Share the more interesting parts of your life and ask your client about theirs.
One top legal officer at mega-sized Tech company once remarked how the most surprising thing the partner from his most used law firms ever did was to call and ask how things were going and what was new in his world. It changed the whole relationship for the better.
You can’t exactly hire yourself for new work—but the law firm partners who take the time to make these calls will receive one of the call clients love to make—give you new business.