How much is a loyal client worth to you? I’m talking about the client who hires you for all their legal work, regularly sends you referrals, shares your content, promotes your events, provides a positive review, and otherwise toots your horn so you don’t have to.
Yeah, they’re worth a fortune.
It makes sense to do everything you can to cement your relationship with all of your clients, because you don’t know who might become your next champion.
This week, we talked about doing things that make clients fall in love with you, and avoiding things that push them away. You also know, because I talk about it often, that there are other things you can do for your clients to win their hearts, things that go beyond your legal services.
Like sending them referrals and promoting their business or practice, providing a character reference when they apply for a job, and offering a shoulder to cry on when they suffer a loss.
Because when you give your clients more than they expect (and deserve) you surprise and delight them and show them why you deserve their loyalty.
But there’s something else you can do that’s even easier. Yes, you’ve heard me talk about this before, too. I think the word is “incessantly.”
Stay in touch with them. Because familiarity builds trust and trust is the key component to loyalty.
Keep your name “in their minds and their mailboxes” so they are continually reminded that you’re still doing what you do and can still help them and the people they know.
Send them an article you think they’ll like; it doesn’t have to be written by you.
Send them a pdf of a form or checklist they might find helpful.
Send them answers to questions you are frequently asked by clients and prospects, or people who attend your events.
Recommend a video, website, or app you think they might use.
Send them anything they might find interesting or helpful (or amusing). It almost doesn’t matter what it is, but send them something regularly, so that when they need help or have a question, they think of you and call you (or hit reply), and there you are.