Creating Client Loyalty

Chances are that if you practice law in a medium or large-size city, there are 50-100 (or more) lawyers in your city that practice the same type of law that you practice, putting out the same quality of work that you produce, and at the same fee structure that you charge.  Even if you practice in a small town or community, there probably are other lawyers in your area that could be considered to be your "competition."

What then is YOUR differentiating factor that creates client loyalty - - in other words, what keeps your clients coming back to you, time after time, for future legal work?

The dictionary defines the word "loyalty" as "a feeling or attitude of devoted attachment and affection."

The Encyclopedia Britannica states that "loyalty, as a general term, signifies a person's devotion or sentiment of attachment to a particular object, which may be another person or group of persons..."

But, in a practical sense, what do YOU do to create that loyalty in your clients so that they think of you, or your firm, whenever they have need for legal services?

Kevin Nunley, in an on-line article, believes that a lawyer does not necessarily have to work HARDER to create client loyalty, but they do have to work SMARTER.  They have to concentrate on things they can do to keep their clients happy.  He makes these suggestions:

1. THE LAWYER SHOULD MAKE CHANGES BEFORE THEY HAVE TO.  In other words, the llawyer should ask themselves what changes they need to make in their practice in order to give their clients a great experience (if that is possible) or, at least, that will make their clients happy.  Then, they should start the changes that make sense.
2. THE LAWYER SHOULD RENDER THEIR SERVICES WITH PERSONALITY.  It is the "sales person" that can generate real client loyalty.  To be consistent, the lawyer or firm needs to create a system. The llawyer or firm should think about what they/it can do to generate loyalty with the client before the client(s) call or come in. 
3. BE DIFFERENT FROM YOUR COLLEAGUES.  The llawyer should create a unique point of difference that sets him/her apart.  If the client cannot tell the difference between you and another llawyer or firm, they will make a choice based on fees and not on the value of your service.

To this list I add the following:

• BE HONEST.  Be honest with the client, almost to a fault.  Always remember: the clients' interest are foremost.  No one, particularly clients, like surprises.
• BE KIND AND UNDERSTANDING. Too many lawyers have lost their "beside manner."  Just like going to the Dentist is no fun, the experience of visiting a lawyer (particularly for the first time) is typically not an enjoyable experience for a client.
• BE FAIR.  Be fair and reasonable in your charges. 
• ...and, I might add, BE HAPPY IN YOUR WORK.  If you dislike the work that you do, clients will dislike you.