Are there small client relations tweaks your law firm can implement right now to make for more of a WOW experience for people when they walk through your door?
Client relations are the bastard stepchild of the inner workings of a law firm. You’ve got to run your law firm and turn out the best possible product. Everyone working in the firm must do their job as well as they possibly can, often in spite of the client. You know your legal marketing efforts need to bring in business, but you usually forget that referrals come as a consequence of superior client relations and the quality of the service your law firm provides – not merely results.
So you’ve got to provide a fantastic first impression, train your employees in the art of client relations, foster independent thinking and grease the wheels to make it happen. But let’s be honest with one another – who the hell has the time to make nice-nice when opposing counsel is a jerk, the client seems to be actively working against their own interest, and the two paralegals are complaining to you about how long the other one takes for lunch each day?
You’re running a law firm, but it sometimes feels as if you’re babysitting a bunch of unruly toddlers. You don’t have a ton of time to spend on first impressions. And that’s a shame, because nailing it the first time out is critical to not only getting the client but also to creating a level of comfort needed to make for a productive meeting.
The good news is that, “little things mean a lot.” In fact, some of the best touches are those that are never noticed by the casual observer. They make the client feel “right” without calling overt attention. In those small moments, the psychological bond is created that causes the potential client to realize that they have, in fact, made the right choice by coming to you for help.
Here, then are, 7 Client Relations Tips To Wow Them Before The Consultation:
- Reading Material: Clear out all the old magazines and newspapers from the reception area, and replace them with reading material that’s up-to-date and relevant to your clients. If you’ve got a ton of parents coming by with small children, consider something the little ones can read (coloring books and crayons, children’s books) as well as material the parents will find interesting (parenting magazines). Have a lot of older clients? Think about what they would find enjoyable reading material to pass the time while they wait for you.
- Fresh Flowers: Nothing warms up a reception area quite like fresh flowers. They’re inexpensive, make a terrific first impression, and smell nice. Change the water and flowers every 2-3 days to keep things looking great.
- Comfortable Chairs: If you’re working with a lot of the elderly, those cushy couches are going to pose a problem. Older people often find it difficult to sit down and stand up from soft surfaces, so get a few hard-backed chairs.
- Lighting: Fluorescent lights are harsh, make your eyes tired, and feel slightly institutional. Would a few reading lamps make things feel slightly warmer and more comfortable for your clients?
- Mood Music: Lots of lawyers keep a television on in the waiting area, either as a distraction or as a means of providing educational content. Switching off the tube and replacing it with some soothing client-appropriate background music set as a low volume makes people feel good (no Muzak, please).
- Paint And Flooring: Nothing feels more factory-like than white walls and linoleum floors. How about a nice warm color and an area rug? We’re not talking about a ton of cash, either – a can of paint can run $25, and an area rug from Target can be had for $100 or less. Making your client feel less like a number and more like a welcome guest goes a long way.
- Fresh Coffee And Bottled Water: Small bottles of water cost very little, yet they make a huge impact. Same with a pot of fresh coffee. Even if your clients don’t drink coffee, the aroma smacks of home and hearth. Spending a few dollars on making your client feel comfortable will put them in a better mood when they sit down to meet with you.
I’m not saying that these 7 tips will immediately create a n unbreakable bond with you client, but why would you want to save a few bucks and potentially start off on the wrong foot?
Photo courtesy of Jill Clardy.
Wow! Sometimes we don't even think about these small things. Going to look for a few toys, crayons, coloring books and a box to keep them this evening. Thanks for all your great advice.