McCullough and Lewis Co-Author an Article on Ghostbusting
Heather McCullough and Morgan Lewis co-authored an article featured in the May/June edition of Strategies: The Journal of Legal Marketing, the LMA bimonthly publication for members and subscribers. To see the article in Strategies*, click here (login required). *The article below is slightly modified from the published version.Ghostbusting: 10 Ways Successful Client Communication Can Help Your Firm Ward Off Mean Spirits
You have heard the term “ghosting,” right? According to the Urban Dictionary, the term describes “the act of suddenly ceasing all communication with someone the subject is dating, but no longer wishes to date.” No further communication. At all. The tabloids are full of stories of celebrities who have ghosted or been ghosted in a relationship. But this team doesn’t just apply to romantic connections. I have been guilty of ghosting a hairdresser, a financial advisor, and even my former eye doctor.
What does this have to do with law firm clients? Well, it leads me to ask: Have you been ghosted by a client or clients? Does your firm formally track client relationships? Does your firm place a special emphasis on clients whose revenue with the firm is declining? Do you ask why this is happening? Maybe those in your firm assume that the client is “giving you all the work that they have”?
Is your firm being slowly ghosted by clients?
As with any relationship that you would like to continue or to grow, communication is at the heart of what strengthens the bond. It isn’t always easy, it takes time and focus to do it well, but the benefits are too numerous to count.
Don’t let past poor client relationships haunt you. Here are 8 ways that successful communication with clients can help ward off the mean spirits and hopefully ghost-proof your client relationships:
1. Ask your client to clearly state their expectations from the very beginning of the relationship - and you do the same. Ask them how they like to correspond, receive updates, or even receive bad news: email, phone, fax, etc. Create a checklist of questions which you regularly ask new as well as current clients, fill in the answers, and then provide the list to anyone in your firm who works with that client. Create a packet to provide everyone in your firm on the client’s team, including attorneys, relevant staff who will be working directly with the client, maybe even a contact within your accounting department whom the client can contact with questions. This packet should include the completed checklist, contact information for everyone on the client’s team, bios of all team members, and any additional information that is relevant for that specific client. Personalize and tailor each packet, because each client has unique needs.
2. Introduce your client to everyone with whom you work. There are many times when communications from an associate, paralegal or secretary is appropriate and you don’t want the client to question why this person is the one contacting them. Demonstrate your trust in the staff within your firm, so that your client will trust them as well.
3. Regularly and consistently reach out to your client with information about their matter. Provide them with updates regardless of what is happening at that moment - - even if you are stalled waiting on opposing counsel, the court, or any other common delay in the legal world. Set a calendar reminder so that you are accountable to actually completing the task. See #2 and when appropriate have someone else on the team reach out to the client. This not only lets the client know that you have a team of individuals focused on their matter and that their needs are important to you, but doing so also begins building in others the habit and underscores the importance of frequent contact with clients.
4. Listen. Period. (Two ears, one mouth - this is one of the hardest but most important forms of communicating!) After listening, provide a follow up email with any action items that you heard in the conversation and how you plan to address each item. If possible, include dates by which these action items will be completed. This will provide the client with an idea of what they can expect, and is a way to keep your internal team focused and on track.
5. Explain clearly and consistently what is needed from the client and why you are asking. Your client will most likely need time to provide you with information and will be far more willing to do so if they know why you need it and how it will be used.
6. Become a connector. Find ways to introduce your clients to others in the community who have similar companies, synergistic products or ideas, similar civic-related passions, personal commonalities, etc. Your network is important to you and can be an indispensable asset to your clients as well.
7. Be relatable. Not replaceable. The more your clients know you as a person rather than only as a service provider, the less replaceable you are to them. If they view you as more than the person who does their legal work - a confidant, a friend, a trusted advisor, maybe even a running buddy! - it will be much more difficult to be replaced by anyone else.
8. Know what is going on within your firm. Hosting an upcoming seminar on a topic that would be of interest to your client? Invite them (even if you aren’t the one presenting). Hosting an event close to your client? Include them on the invitation list. Be sure that you are talking to your fellow colleagues and staying abreast of their latest business development efforts. Your clients will appreciate your attentiveness.
BONUS TIP: Show and communicate gratitude for the relationship and the work. It will go a long way toward maintaining a strong bond with your clients. Even more bonus points for a handwritten note. This is becoming a lost art which will work in your favor!
We see and hear the items on this list time and time again, and it may seem that clients are the problem; But they wouldn’t be continuing to complain if attorneys were meeting their needs around communication. So, get to work! Set a client communications schedule and stick to it. If you don’t do it, your competitors will - and your client may end up fading away and not because “they don’t have any more work to send your way,” but because they found someone who not only does great legal work but who also goes above and beyond in client communication. With these tips, there is no need to call in the ghostbusters. You’ve got it handled.