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Client Development Tools:
Marketing Activities Worth Your Time/Money

By Nancy Roberts Linder of Nancy Roberts Linder Consulting

The practice of law is relationship based -- you actually have to interact with your clients, prospective clients and referral sources to build trust, rapport, referrals, and repeat business. The most effective marketing activities are the ones that are focused on relationship building and the following activities should be part of any attorney business plan:

Client/Referral Feedback Programs

Feedback programs are used to manage existing client and referral relationships by allowing you to measure and evaluate client/referral expectations as they compare to yours. In addition, by asking your clients or referral sources for feedback, you have an opportunity to nip problems or misperceptions in the bud before it is too late and the business goes elsewhere.

Personal surveys are the most effective forum for getting performance feedback, but the most expensive to conduct because of the time intensity involved. Typically, in-person surveys are conducted at the client's/referral's offices, which can also include a tour of the office/facility. The reason you want to go to the client/referral office is that you can obtain information beyond the questions you are asking. For example, you might have an opportunity to see which publications are laying out in the reception area, if your law firm newsletter is kept in a notebook in the client's office or if there is any ...

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