Seven Law Firm Client Relationship Tips for a Successful Fall

From today through when the Halloween decorations get taken down, there exists an eight-week window when every firm lawyer who cares about their clients can take action to position themselves for a successful yearend and 2025. Here are seven tips and best practices, one for each week, with a bonus week off!

1. Acknowledge budget season. Clients are already making plans for their 2025 anticipated legal spend. Contact your most valued clients, ask them their budget timeline, and if you anticipate a rate increase, give them proper guidance.
2. Plan a client visit. Take the time in the fall to go out and meet your clients in person. Do it on their terms, and ask, while you are there, who else you should spend time with. It takes real effort, but our data proves that those who spend time (off the clock!) meeting with their clients stay top of mind and win more work.
3. Ask a client about the biggest challenge for the remainder of the year and into 2025. We ask this in every feedback interview, and the reaction alone is telling. Most clients fall into one of three categories:
   • They have something pressing that no one has asked about, they never have time to get to and they welcome having an outside firm take it off their plate.
   • They have never articulated their challenges out loud. Sometimes it’s because no one asks, and sometimes, in the busy pace of everyday life, it’s simply too much to pause and have a meaningful conversation about the real challenges every client lives with. And sometimes they reveal something personal, and that forges a deeper and obviously more personal connection. It strengthens the relationship.
   • And finally, the answer is a non-answer of “nothing new.” There is still value in knowing that the client anticipates more of the same, and it allows for several follow-up questions, including how they anticipate working with their best outside counsel.
4. Ask how you can make your clients more successful. In a recent workshop training law firm leaders on how to have meaningful client conversations, this was the most surprising and unexpected question we shared. A professional relationship often hinges on mutual personal success. Sometimes clients share new internal pressures; other times it’s professional goals. And it also harkens back to one of our favorite client service mantras: It’s outside counsel’s job to make the client look good. Defining that is essential.
5. Reach out to your network of former clients and colleagues. Just because someone has left the firm or has left the client you serve doesn’t mean they aren’t in a position to refer work, send work or even share insights about their industry or business that may be useful to other client relationships.
6. Share industry insights with clients and colleagues. If you do number five, then share what’s learned with other clients and your internal colleagues. WPG data also reveals that “understanding the clients business and industry” is a key to growth and relationship stickiness. Bringing market insights is a key part of that.
7. Find an opportunity to cross-sell a colleague. A lawyer’s internal network of colleagues is one of the easiest paths to growing relationships in new areas but also gaining more work in existing workstreams. Take the time to meet the new laterals, the partners that are new to the practice or colleagues in a different office, particularly one related to the areas of needs your clients have already expressed an interest in. Don’t wait for the client to ask for an internal referral to find someone you know and trust. Do it before the client needs those referrals, and your colleagues might find their clients need you, too.

In your week off, read a book, listen to a new podcast or new music or find something that isn’t just about the work. And if you struggle to find a recommendation, ask a client what they are listening to or reading!