Page 39 - Law Society of Hong Kong MPMC Manual v8 - With checklists (1 March 2018)

Practice Management Course | Unit 4
Client Development

32. Indeed, a recent survey conducted on client satisfaction for a law firm found that
90% of clients were ‘happy’ or ‘very happy’ with the firm’s services. However, these
clients did not go back to the firm for subsequent matters because ‘they didn’t
know they did that type of law or took that sort of work’. Also, only about 10% of
clients referred the firm because the firm had never asked clients to do so.

Content production
33. Draft newsletters, blogs, website content and industry publications, including case
studies, articles, checklists, step-by-step instructions, best practice tips,
commentary and insight on topical issues, a ‘correcting misconceptions’ piece,
overview of a major report or piece of legislation that has been released, and
advice on how to handle an issue; and interview someone of note in your industry
and publish it with their permission.

34. Content production via social media such as twitter and LinkedIn can also be very
useful to demonstrate your knowledge and experience. Indeed, social media can be
an excellent tool for building professional relationships as well as building personal
relationships that can lead to referrals.

35. Consider producing a regular e-newsletter (that clients opt in to receive). This is
also an excellent way of staying top-of-mind with past clients. Do not make it
‘salesy’; instead share useful content as mentioned above.

Thought leadership
36. Conduct a research study and publish either proprietary research or a white paper,
and conduct a survey of clients you represent in similar or related industries and
publish the results (make sure any confidentiality and ethical issues are considered
first) with some useful analysis.

Personal contact
37. Use phone calls or email to ask for quick feedback about something specific; let
them know about a new contact you have that they may also like to meet; invite
them to an event where there may be people they would like to meet; if there is an
industry event you are attending, contact them to see if they will attend and
organise to attend together; and send an article, blog post, report, or any other
information that they may find of interest.

Give-aways or sharing
38. Share ideas and information that may be beneficial to them, volunteer your skills to
a community group they are involved in, organise a seminar or info session, and
offer your practice’s premises (if possible) for an event they may like to hold.

Collaboration
39. Collaborate with them on pro bono matters and other projects.

Make less work for them
40. Collate a list of useful resources (to save them time from looking through the vast
amount of resources available) and send it periodically. Consider what useful
resources and articles or fact sheets could be placed on your website. For example,

© The Law Society of Hong Kong (2018) Page 35