Years ago I worked with an attorney whose philosophy was “there is no reason to stay in touch with a client once their estate plan is inked and the check clears the bank.” So much for the “lifetime value” of a client.
While a specific "engagement" may end when the ink is drying on an initial set of legal instruments (much cooler to call them “instruments” that “documents,” yes?), who will be there for the subsequent engagements as the instruments require updating? In addition, to what attorney will a satisfied client refer his or her friends, family and acquaintances?
I think you get the point.
So, instead of creating a series of transactions, how does one nurture a series of relationships? Admittedly, it can be tough if you still need to meet with new prospective clients, sign estate plans for new clients, keep your seat warm with loyal referral sources, as well as return calls/emails, prepare work product, and have a life.
Here’s how I and our Essential Attorneys™ nurture client relationships - We have a system! It is called The ESSENTIAL Solution®. Through this system we maintain top-of-mind awareness with our clients and referral sources through our website, hard copy newsletter, e-newsletter, social media, regular check-ins and daily blogs.
In the end, all of our clients (and the clients of those attorneys who practice transactional estate planning instead of relationship estate planning) keep coming back to us for new engagements (e.g., to update their estate plans, incorporate their businesses, etc.), in addition to referring their friends, family and acquaintances.
Teaching Point: When it comes to success in life, as well as in business, it is all about relationships. What are you doing to keep your seat warm with your clients and referral sources? If you want a proven marketing system that will help you both initiate and nurture the essential relationships for the success of your estate planning and/or elder law practice, then you need to check out The ESSENTIAL Solution®.