In the legal profession where competition is fierce and clients have numerous options for outside counsel, establishing and maintaining a long-lasting relationship with clients is paramount. This not only sets you apart from your competitors but also ensures a steady stream of business through trust and loyalty.

Here are some proven strategies for lawyers to build enduring relationships with their clients.

Anticipate Their Needs

To be truly effective at client service and client development, lawyers must go beyond just reacting to clients’ immediate legal issues. Anticipating a client’s needs involves a deep understanding of their industry, the nuances of their operations and the broader legal landscape. This proactive approach can help clients navigate potential challenges and seize opportunities they might not have recognized. Keep informed about pending regulatory and other market changes that could impact your clients’ businesses and prepare thoroughly for meetings. This preparation shows your dedication to their success and can help you provide valuable insights and solutions.

How to Anticipate Client Needs

• Stay Informed: Regularly update your knowledge about your client’s industry, including trends, challenges and opportunities. Subscribe to industry newsletters, attend relevant seminars and participate in industry-specific forums.
• Understand Their Business: Dive deep into understanding your client’s business model, their market position and their strategic goals. This knowledge allows you to foresee legal challenges and opportunities they may face.
• Proactive Communication: Don’t wait for clients to come to you with problems. Regularly reach out with insights, updates on relevant regulatory changes and strategic advice that can benefit their business.
• Prepare Thoroughly: Before meetings, review not just the immediate agenda but also consider broader implications and opportunities on which you advise. This shows your commitment and value beyond the present moment.

Be a Great Listener

Communication skills are crucial in the legal profession, and while eloquence in speech is valuable, the ability to listen is equally, if not more, important. Great lawyers understand the significance of listening to their clients—not just to their words but to the subtleties and unspoken concerns. This requires patience, empathy and attention to detail. By truly listening, you can better understand your clients’ position, anticipate their needs, make them feel more important and tailor your advice to suit their specific circumstances.

How to Enhance Your Listening Skills

• Active Listening: Engage fully in conversations, giving your client undivided attention. Nod, make eye contact, use their name at key points throughout the conversation and use affirmative words to show you are engaged.
• Read Between the Lines: Pay attention to not just what is said but how it is said. Tone, pace and non-verbal cues can reveal underlying concerns or priorities.
• Clarify and Confirm: Ask clarifying questions and repeat back what you understand to ensure you’ve got it right. This avoids misunderstandings and shows you are truly engaged.
• Empathetic Engagement: Show empathy towards your client’s situations and concerns. Understanding their emotional state and responding appropriately can build a deeper connection.

Care About Them as a Person

Building a relationship that goes above the transactional nature of business can set you apart in the legal industry. Show genuine interest in your client’s personal well-being. This doesn’t mean prying into personal matters but rather showing empathy and understanding towards the challenges they face both inside and outside of work. This approach can foster a deeper, more trusting relationship, making clients more likely to turn to you in times of need.

How to Show You Care

• Personal Interest: Take note of personal details your client shares and follow up on those in future conversations. It shows you listen and care about them beyond the professional realm.
• Respect Boundaries: While showing personal interest is important, always maintain professional boundaries. Be respectful of their privacy and comfort levels.
• Supportive Gestures: Small gestures like congratulating them on personal milestones or offering support during challenging times can make a big difference.
• Build a Relationship Beyond Business: Invite your client to industry events, share useful articles and connect on a human level. This helps in building a relationship that isn’t solely transactional.

Key Takeaways to Build Stronger Relationships With Your Clients

• Proactivity is Key: Stay ahead by understanding your client’s industry and potential legal challenges. This forward-thinking approach not only helps in solving immediate problems but also in strategizing for future success.
• Listening is a Superpower: In a profession dominated by strong speakers, be the lawyer who listens. This will help you to truly understand your client’s needs, including those they may not directly express.
• Humanize the Relationship: See beyond the case documents and legal briefs. Showing genuine care for your client’s personal well-being builds a foundation of trust and loyalty, distinguishing you from competitors.

By implementing these strategies, lawyers can develop lasting relationships with their clients, marked by trust, mutual respect and genuine care. These relationships not only contribute to professional success but also make the practice of law more rewarding and fulfilling.

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Stefanie Marrone advises law firms of all sizes, professional service firms, B2B companies, recruiters and individuals on the full range of marketing and business development consulting services designed to enhance revenue, retain current clients and achieve greater brand recognition. She also serves as outsourced chief marketing officer/marketing department for small and mid-size law firms.

Over her 20+-year legal marketing career, she has worked at and with a broad range of big law, mid-size and small firms, which has given her a valuable perspective of the legal industry. Connect with her on LinkedIn, Twitter, YouTube, Instagram, sign up for her email list and follow her latest writing on JD Supra.