Many of us who were lucky enough to be part of successful law firms of 20 years or so ago will recall how, in each of those firms, a couple of partners stood out for having impeccable client development and relationship skills. At the time we probably assumed it was just the way things were done. There’s something in that, but in fact we were witnessing and experiencing a combination of terrific talent, something of an art form, at work, combined with hard work, commitment, genuine interest in others (mainly clients) ahead of own interests, keeping in touch, remembering important occasions, sending them snippets of useful information, and so on. This was old style business and client relationship development at its best; quite an art. The question is; is this a dying art?
Many of us have said or heard said how clients no longer like to be lunched or invited to too many social functions. A quick coffee has become the new ‘client lunch’. Anecdotal evidence suggests however that some clients may be missing the more personal touch of old. They also, it seems, like the trust and closeness of these personal relationships that are steadily built up and strengthened over time.
Law firm leader Scott McSwan of Queensland mid-tier McKAYS feels there has been a shift – he has always been willing to try innovative new ways of delivering service or differentiating his practice or firm (he was one of the first practitioners I knew who geared up a matrimonial practice to 10 to 1) – when he mentioned he had picked up on changing trends and a possible gap he felt existed around building client relationships I took note: ‘lawyers now have ever more kinds of marketing activities to manage, undertake and keep track of – particularly via the Internet and using social media channels. However, everyone has only so much time to do non-billable work and the more time that lawyers give to these other kinds of marketing, the less time they have to give to the more traditional kinds of marketing like client relationship building!’
And what are some of these new marketing avenues which are getting attention?