Page 38 - Law Society of Hong Kong MPMC Manual v8 - With checklists (1 March 2018)

Practice Management Course | Unit 4
Client Development

services. Instead, enjoy sharing their story, giving
them the spotlight and promoting them. As a
result, you will appear helpful and valuable to your
clients. Indeed, this is content that they can use to
promote themselves (and you the author!) to their
network. A good way to do this is to write up case
studies of successful outcomes (with the client’s
permission). Include what the challenge was, the
solution you provided, the final outcome, and the
ultimate benefit to the client.

Client maintenance tactics
26. Contact with clients can be a bit intimidating: it may be unclear whether they want
to hear from you, you want to avoid crossing the line or wasting their time, or you
may just not have the time to keep in contact. However, to execute the above five
principles of relationship building, there are client maintenance activities that you
need to undertake. We list each activity, and give some examples of each activity,
below.

Client knowledge
27. Often a client will not give you repeat business because it might be a different type
of matter that they need advice on, and they might not realise that your firm can
provide that support. Make sure your clients know about the other legal services
that you provide.

28. Also, have you asked your clients for a written testimonial? Or for them to refer you
to friends and colleagues needing legal advice? Most people do not give referrals
because they do not think to do so. Make sure you ask your clients for them.

29. Make sure you have an ‘elevator pitch’ that is capable of selling your firm quickly
and compellingly (in the time you would have with someone in an elevator), to
anyone who asks what you do. An elevator pitch is brief, persuasive speech that
you use to spark interest in what you or your firm does. The pitch brings together
your goal (to develop new business), explains what you do and communicates your
unique selling proposition. It should end by engaging the listener with a question.
For example:

"My firm specialises in….

"Unlike other firms, we …. This means our clients are happy very satisfied with….

"So, how does your organisation (or name if you know) handle its legal advice?"

30. Make sure your clients are aware of all the legal services you provide. This might be
by writing to them at the end of a case and saying ‘thank you for your business,
please consider us for any future legal matter, and by the way, did you know we
also do XYZ type of law. If you were happy with our services, please consider
writing us a testimonial or referring us to your colleagues’.

31. Another way to do this might be to having a revolving email footer that says, ‘Did
you know we also do XYZ?’ and changing the XYZ every quarter.

© The Law Society of Hong Kong (2018) Page 34