Professional practices are often puzzled by increasing client defections.
Our research findings demonstrate that clients now forsake their traditional service providers as a result of focused, organised, and diligent efforts by other firms to woo and win their business. A professional sales approach, in the context of sound client relationship management, concentrates on :
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what the client really needs and expects
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where the current professional service team falls short.
Whether you're a "natural" business developer, or whether you're a trained rainmaker, armed with these insights, you can readily devise an effective campaign to compete for the client. When so many incumbent firms do so little to keep up with client expectations, and to honestly and realistically assess their own service delivery performance, it makes it easy for you.
Few clients simply walk away, dissatisfaction and unexpected frustrations unexpressed.
Rather than take time and trouble to again express their concerns "neither satisfied nor dissatisfied" or "dissatisfied" clients become open to approaches of other firms. They are flattered by the intense interest in them by their prospective new lawyers. Being made to feel "warm and fuzzy" is such a pleasant change from recent experience - no wonder they're coaxed over !
Techniques which stimulate defections include:
- asking the client to express what s/he'd ideally like and expect in a law form
- encouraging the incompletely satisfied client to articulate what s/he doesn't like about the current law firm
- stirring up and "massaging" feelings of dissatisfaction
- getting the prospective client to visualise how it might be better
- telling the prospective client just how different it will be working with you and your firm
- creating word pictures of the great things they can expect from you
- offering possible justifications for the client to switch from the old firm
- gently coaxing the client to deliver the bad news to your competitor.
You may say that these techniques "aren't quite cricket", but it's happening out there every day.
Rarely do clients leave in a heated row - more often, they quietly slink away, a little at a time …
Competitors aren't just patiently waiting for you to "slip up" - they're actively coaching your clients to recognise your shortcomings, develop "fed up" feelings, and take action.
What can you do to counter this?
Become savvy at protecting your own patch. Lavishing energy and attention on your established clients will make certain they are truly satisfied and delighted with your service.
Smart firms engage consultants and harness skilled in-house marketers to work on client satisfaction, client retention, and the continuum to firm profitability.
Go the extra mile with in-depth client research. Follow-up with carefully directed action to deliver on expectations. It's worth the effort !
Clients who get this level of attention show:
- increased satisfaction
- increased propensity to tell other about positive experiences with your firm
- support for colleagues and contracts who are thinking of becoming your clients
- loyalty - perhaps even to the point of evangelic zeal.
Our best advice :
- find out about any shortcomings in your service - what makes the difference is whether you know about these and then do something about them
- don't assume the "no complaints" means satisfied clients - it doesn't
- don't make it easy for your valued client to accept the "hot tip" about another firm from a trusted colleague.
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