“I’m a litigator. I only get hired when there’s a problem. How do I market?”
“I’m an M&A lawyer. What do I do when the market is down?”
The interesting thing about client service and marketing is that to be truly impactful, they need to take place constantly. These elements are integral in how leading professionals run their practice.
Taking care of clients and developing new relationships are not items you can take out of a box when you need them and put them away when you don’t.
It’s those in-between times, when your client isn’t handing you work or when the market isn’t busy, that you need to remain in touch and still provide value. This is how the most successful rainmakers who I’ve worked with operate their practices.
How can you do this?
Follow Your Clients
Stay in touch with your clients by following their companies’ news, quarterly and annual reports, and leadership statements.
When something pertinent shows up, send a note to your contact to demonstrate you’ve noticed and let them know that they remain on your mind. Always consider making an offer of help if there is some way that you can.
Spend time with past clients.
Invest time taking them to lunch or entertaining them as you would typically do with a current client.
You don’t need to discuss business, and sometimes it’s even better if you don’t, but rather focus on strengthening the relationship.
Keep track of your clients’ industries, and the news and regulations that might impact their business.
If appropriate, find ways to provide information or help them prepare for changes impacting their organization.
Consider changing your “former client “mindset.
In my mind, there is really no such thing as a former client, just clients that may not be as active.
Get to know all of your clients as people, not just as amorphous representatives of their companies.
Be sure to know if your client is unhappy with their career or planning to leave their job. You may be able to help find them a new one, and what better way is there to help a friend?