eDiscovery Daily Blog

Marketing a Litigation Support / eDiscovery Department within a Law Firm: Keep Existing Customers, Part 1

 

Yesterday, we concluded our discussion about getting new customers.  Today, we begin discussing how to keep the customers you already have.

Getting repeat business from your clients is essential.  If every client only used your services once, at some point you’d be out of business.  You need to focus, therefore, on getting repeat business.  There are three things you should be doing: 

  1. Continuously remind your customers of the services that you offer.
  2. Look for new ways to help the customers that you have.
  3. Focus on providing premier customer service. An attorney will not use your services a second time if he or she was not happy with the service you provided the first time!

Let’s start with reminding your customers about the services that you offer.  Don’t let them forget that you are available to help them.  Many of the mechanisms we covered in the posts on Getting New Customers apply here too.  Here are a few suggestions:

  1. Make sure that all of the clients for whom you’ve done work are on your newsletter distribution list.
  2. Invite them to presentations that you’ve got scheduled.
  3. Contact them when you see they have a new case and ask how you can help.
  4. If you see an article that is relevant to a client, forward it with a personal note.
  5. Pick up the phone and call an attorney for whom you’ve done good work and ask how they are doing, what they are working on, and if you can help.
  6. Be visible.  Be everywhere.  Attend every firm event that you can.  Eat lunch in the firm dining room.  Walk around and schmooze.  Of all the points on this list, this one is the most important.  Everyone is familiar with the saying “out of sight, out of mind”.  Don’t be either!

Next week we’ll continue talking about ways to keep the customers that you have.  In the meantime, we’d really like your input on how you’ve approached marketing in your firm.  How much marketing do you do, and what’s worked well for you?  Please share any comments you might have or let us know if you’d like to know more about a particular topic.

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