If you build it... (the relationship, that is).
By Kenneth J. McGuire, Esq.
These days, I have been noticing a lot of articles on how law firms all over the country are cutting budgets, laying off attorneys and staff members and closing their offices. All of these articles are, of course, interspersed with other articles on "How to market during a recession," and the like.
Please do not misinterpret that as a flippant comment on what are, indeed, very thoughtful and topical reflections on a very serious time in our economy and constructive advice as to how law firms can 'batten down the hatches' until the rough seas pass. As a matter of fact, the realization of having to revisit the concept of business development and marketing from a personal perspective became all too clear to me just about one year ago - after 40 years in practice, no less. At the time, I had just made the decision to turn over the managing partner reins in my firm to a trusted colleague and partner of mine with whom I have always enjoyed (and continue to enjoy) a great working relationship. So here I was, thrilled at the idea of having more time on my hands to devote to business development for my own practice, and yet at the same time not quite sure of what specific tools and tactics would best serve me. And, add to that, the kicker that my primary areas of concentration are in commercial real estate and business transactional work, two of the hardest-hit areas in this struggling economy.
So I started reading more of those articles about marketing and business development. And, interestingly enough, they affirmed some things that I have been doing with my clients since I first became a lawyer: connect with them on a personal level, off the clock. After all, business relationships are built on trust and familiarity. When you establish a personal connection with your clients, they will remain your clients through good times and bad, recessions and rebounds. Here are four ways to work towards achieving that bond in your own practice:
1. Make a 'How are you?' phone call every so often.
When was the last time you took the time to telephone a client to simply check in and say hello? To ask them "What's happening in your business?" or "What's happening in your life?" Now, certainly, you always want be respectful of someone?s busy schedule (not to mention your own) and that may mean keeping the call quick and simple. Still, just the simple and selfless act of reaching out to a colleague expecting nothing in return other than an update on themselves, their families and their businesses will go a long way in establishing and cementing that relationship.
2. Make an in-person visit.
Take the above concept of staying in touch, and add ten points when you can do it personally at their place of business - a drop-by to say hello or to drop off the latest firm giveaway item (or even a gift of your own). Add twenty points if it happens over coffee, lunch or dinner (and thirty points if you pick up the check yourself). Again, being considerate of a colleague's busy schedule, time of day, or whether the type of business is conducive for a visit is important, but whenever and wherever that visit happens - if it helps you gain valuable knowledge of how their business operates or provides you with an opportunity to be a problem solver or sounding board to your client, it is of great value to them (and, in the long run, to you).
3. Help establish networking and resource connections.
Often, I have arranged meetings over breakfast or lunch with multiple clients who had not yet met each other, but who I felt would benefit from each other's experience. From real estate developers to corporate executives and administrators from a variety of industries, you would be amazed at how you can directly and deeply impact a client's business for the better by introducing them to colleagues who can offer advice and understanding (and reap some of their own). And both will always remember who initially established that connection.
4. Information.
Many law firms mail regular articles and legal updates to clients that have been professionally formatted, and those are certainly valuable. But how many times have you physically clipped and mailed an article of interest to a client? These days, many publications duplicate their issues online, making the task of sharing the piece even easier when you can download and e-mail a document or link to someone in a matter of seconds. But no matter how you do it, the simple act of sharing something of interest with your clients positions you as someone 'in the know' and someone who cared enough about their business to share the information. After all, do you remember the last hand-written note you received from someone you do business with? I'll bet you do. And I'll bet it is someone that you continue to do business with.
Your mission, should you choose to accept it...
These concepts and activities are certainly not new or groundbreaking. However, all too often, the constraints of time and billable requirements force us as attorneys to forgo these activities. But they remain as important and vital as ever, especially in today's economy.
So I would challenge you, then, to do four things this month: pick one client for a "How are you?" call. Pick two more to take to breakfast and introduce to each other. Lastly, read your daily papers and monthly magazines with an eye on finding an article or clipping you can share with someone (not counting this one, of course).
Because when you establish the foundations of a good relationship and build it with your own time and effort, you will have a client for life. And when the current economic calamity turns around - and it always does - you will find that if you have built that relationship, the business will always come.
Kenneth J. McGuire, Esq. is a partner with the law firm of Stein, McGuire, Pantages & Gigl in Livingston, New Jersey. He has spent over a quarter of a century devoting his professional practice entirely to business law and commercial real estate matters throughout the Northern New Jersey - New York City Corridor. He can be reached at (973) 992-1100, or via e-mail at kmcguire@steinlegal.com.
