Sorry I Have Not Been in Touch

• Author: David V. Lorenzo
• Pages: 78-79

§39. Client Attraction Secrets for Lawyers

78

§39.

SORRY I HAVE NO T BEEN IN TOU CH

“I’m sorry I have not been in touch.”

Those eight simple words are the best way to begin a communication campaign with your clients,

past clients and potential referral sources.

I know you probably don’t receive as many referrals as you deserve. In most cases, this is a

not a reflection of the quality of your work. It is a reflection of your lack of communication with

the people most likely to give you referrals.

Your clients want to refer others to you. Unfortunately, they just don’t think about you all of

the time.

The easy remedy to this situation is to remind them (frequently) that you are still here, still

practicing law, and still providing the same fantastic service.

This is a tricky proposition.

You want to communicate with potential referral sources frequently but you do not want to

be annoying.

Here are three ways to do that:

(1) Send out a weekly email newsletter. This is a cost effective way to stay in touch with people

who could potentially send you business. Many lawyers are intimidated by the suggested frequency.

They initially feel that weekly communication may be too much. I assure you it is not. As long as your

email is interesting, your clients will welcome it. Use the phrase: “Sorry I have not been in touch” in

the subject of your first email.

(2) Remember birthdays. There are three elements that go into getting a great referral. A

person must know you, like you and trust you before they refer business to you. Your clients trust

you or they would not have worked with you in the first place. If you send them a card on their

birthday you will deepen your relationship with them. This simple step of remembering and recog-

nizing them on an important day in their life will go a long way toward building your relationship.

(3) Host a client appreciation event. One of the first things eliminated from the budget

during difficult economic times is the office holiday party. This is a mistake. You should host an

event, at least once each year, to recognize your clients. This doesn’t have to happen during the

holidays. It can be anytime. In fact, it is often best to have this event during a time when there are

no other competing events to distract from its significance. A simple gathering of clients with light

food and drink is a terrific way to build good will.