It’s never been more important to stand out from your peers in this crowded, saturated market. Becoming totally immersed in your clients and potential clients by learning as much as you can about them will separate the good lawyers from the great lawyers. This requires time and effort by asking smart questions and conducting thorough research (for example, by setting up free Google alerts and using social media tools such as LinkedIn to learn about job moves and updates of your important connections). Being aware of major developments and news affecting your clients' organizations enables you to better anticipate their needs. In this case, knowledge is power.
So how do you put this into practice? Invest in your clients in a way that enables you to showcase what you do best. For example, take the time to research the company of one of your most important clients. Then do some serious marketing due diligence to learn their business inside and out. What challenges and opportunities are they facing? Put together an outline with action items on how you can help them with both. Then schedule an in-person check-in conversation with them to discuss their goals for 2018. Share what you learned about the company during your research. Provide insight on how you can help them achieve their business goals (using the outline and action items you prepared) and offer how you might be able to help them solve any thorny issues they are grappling with - all with the higher purpose of making them look good.
At the end of the day, clients want to hire lawyers who make them feel good about themselves and make them look good internally and externally. This type of dedicated and proactive client service will better enable you to help the client pursue their goals and has the added benefit of elevating your position with them as a business advisor. This is the true definition of a partner.
About Stefanie: Stefanie Marrone helps law firms effectively tell their stories and find their unique voices. Over the last 15 years, she has been working with some of the most prominent law firms in the world, developing and executing global revenue generating, business development, internal and external communications strategies, including media relations, branding, content marketing and corporate journalism, and multi-channel content marketing and thought leadership campaigns. Learn more.