I've frequently written about the importance of meeting with and talking to your clients. As business starts to show hints of thawing and warming up, now is a good time to revisit the issue of client visits.
Far too often, lawyers are apprehensive about making such visits. But begin with a confidence-building premise: Clients do not need to be convinced of your or your firm's expertise; otherwise they would not have remained clients. What they want is to feel comfortable with you as a professional.
The best way to make them comfortable is to get them to talk about their business. Your client visit should focus on listening to what they have to say. The more they talk, the more you will learn about how you and the firm can meet their needs.
Knowing more about the client's business is what marketing is all about. Knowing what to ask and how to ask it is an art and a science. Your goal is to learn more about someone you may have been serving for years and to look for potential business that you do not yet have from them. Here are some pointers:
When clients hear you asking about their plans and objectives, they begin to think of you as a long-term friend. Do not worry about asking clients direct questions about their business. They want to tell you because they want to trust their lawyer and because it's a business necessity to share with you information they do not necessarily need to tell their insurance broker or their accountant.
When asked, clients will answer your questions with candor. The right approach will help the client see you as a trusted business advisor and confidant, not just a service provider.
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