Outside General Counsel: What Clients Really Want

Having the opportunity as an outside general counsel to hear directly from your clients and gain insight into their expectations makes a difference. Here, we share some client insights you might need.

Clients are a law firm’s most precious assets. They are what keeps today’s business going and guarantees tomorrow’s referrals.

So, this should make law firms implement clients’ suggestions in their operations. But that’s not what’s happening.

Law firms always need to remember that their clients are important. And it’s their responsibility to achieve true client satisfaction and long-term loyalty.

AtBoesch Law Group, we believe that for you to stay competitive, you need to adopt and prioritize a client-first approach in all communication stages.

How clients are treated from the initial greeting to the appropriate monthly billing, and every email sent matters a lot.

You know that every interaction leaves an impression, and any oversight can carry major consequences.

In this article, we’ll share with you insights gained from several clients, and hopefully, they’ll guide you on how to improve your relationship with your clients.

What Clients Really Want?

Here are some ideas from clients that we hope will encourage you to improve attorney/client relationships at your firm. 

1. Ask for feedback and act on it.

Clients would welcome the opportunity to provide input and suggestions in either a formal or informal manner.

Asking your clients for feedback on how you’re doing and what you could be doing better/differently should not be complicated. 

Your clients would love to provide feedback – it’s that simple! 

Requesting feedback enables you to gain a better understanding of whether you’re exceeding expectations and delivering value.

Many firms don’t ask for feedback because they are afraid of their clients’ response.

Don’t just ask for the sake of it. Take real action based on the responses received.

Remember, your goal is to improve the customer journey and ensure that you have satisfied and loyal clients.

2. Prompt replies are non-negotiable.

In this day and age, there’s almost zero patience level among humans.

Clients expect you to respond to them at least within 24 hours.

Even if you’re too busy or need more time to respond to their query, a simple acknowledgment of their message is important.

If you do so, you make your clients feel valued and prioritized always.

Ignoring messages or letting communications go unanswered is a mistake you can’t afford.

3. Be likeable. 

We’ve gone past the time when all you need is to just be a great lawyer. You must also be likeable.

So, make an effort to connect with your clients and contacts on a deeper level.

Show that you genuinely care about them more than being their legal aid.

Talk less about yourself, ask questions about their interests and personal lives, and actively listen to them as they speak.

Also, give genuine compliments.

All we’re saying is that people want to do business with people they like.

Having clients who like you helps you build long-term success and client loyalty.

4. Develop lasting connections and offer value.

Many lawyers usually turn to outside lawyers they’ve known for a long time from law school, a previous firm, mutual friends, or past cases.

The point is, to be successful in private legal practice, you must develop and maintain lasting relationships.

You don’t know where your next client or referral will come from. So, always stay in contact with old friends, old clients, and old schoolmates.

Leverage digital and in-person networking to strengthen the bond.

Also, proactively recognize areas where you can offer specialized knowledge that clients or prospects could benefit from.

Share important articles or legislative updates, or even write an advisory note on the subject.

Personalize your communication by stressing its relevance to them.

This strategy will establish you as a reliable business consultant and solidify your reputation as an industry expert.

5. Use LinkedIn well.

Most clients use LinkedIn as their major social media channel.

They mostly don’t engage with your content, but they view it.

So, don’t ever think they’re not looking at your profiles and content.

Your clients use LinkedIn to connect with people and to find useful content related to their industry/legal issues.  

With all said, you should make LinkedIn part of your marketing priorities.

6. Ensure perfect billing methods.

Every invoice from your law firm should be thorough and double-checked.

Clients take their time to check monthly invoices from their outside general counsel.

If there are any inconsistencies, it can affect your relationship.

The billings you send out should clearly outline all that you did during the month.

Ensure that your bills are clear to understand so that your clients don’t begin to doubt, which might lead them to explore other outside general counsel services.

7. Communicate strategically and thoughtfully.

Strategically send out information to your clients and don’t make it too much.

Segment your mailing lists and analyze engagement and open rates.

The “random acts of content” approach most firms take is usually a waste of time for everyone, especially the prospect or client.

Use your email marketing software and social media analytics tools to your advantage.

Act as your client for a moment and think about what you would like to receive and how often, if you were them.

Putting yourself in your clients’ shoes will always keep you on the right path.

8. Take the time to personalize. 

Personalization is one of the biggest factors that make clients open marketing materials sent by law firms (newsletters, client alerts, etc.)

Clients are much more likely to read content from those law firms they use and trust.

You’ll be surprised that most clients don’t even open emails from law firms they don’t currently use, even if it’s from the most respected firms.

Sometimes they didn’t just unsubscribe from your lists because they use your information to stay updated on what they should care about.

Conclusion

It’s important to implement a client-centered approach as a focus in your law firm.

There are many outside general counsel that waiting to steal your clients.

It’s your call to not let that happen by not falling short in client service.

So, ensure your clients feel valued, understood, and cared for. This will improve the relationship with your clients.

At Boesch Law Group, we bring real-world experience to our approach because we know how long long-lasting relationship is key to your growth.

You’ll get a business-minded attorney when you work with us. We know that you need the right legal advice that can support your business.

And with service support, you have no worries about that with us. We have a network of specialized attorneys.

Our goal is to give you peace of mind. If that’s what you want, our Outside General Counsel Services can help.

Contact us now for a free consultation and discuss how we can support your business with reliable, strategic legal counsel.