Let me tell you about a long lasting relationship. My husband’s friend Martin Newman worked for a venture capital business when we borrowed a million dollars to start a welding company in 1980. With an interest rate of 24% per month, that loan did not work out so well and we barely avoided having to declare bankruptcy after the business failed.
Martin found my husband to be an apt student and interested in learning how to manage stock market options. Few people can understand the mathematical calculations and knowledge of current events to be able to predict what to do with puts and calls. We can directly attribute my husband’s success in the stock market to his relationship with Martin.
For over 35 years, Raj and Martin spoke at least once a week, right after the stock market closed, and compared notes about what they did that day.
In his 70’s, Martin gave up skiing. In his mid 80’s the FAA would no longer renew his private pilot’s license. In his 90s, he drove, although his peripheral vision had declined. We noticed there was a dent in a pole inside his garage that matched the dent in his car.
Then one day, about 2 years ago, Raj called Martin and he said, “Raj who?”
Can you have 35-year-long relationships with your clients? It is possible, depending on when you start. I’ve worked with some attorneys for 30 years.
Building strong LNC client relationships should be the ultimate goal. Clear, open communication can establish long-lasting, meaningful relationships that turn clients into fans who tell other attorneys about your services.
Building Strong LNC Client Relationships with Marketing Techniques
Show Them That You Know Them
The more research you do into the needs of your target client, the more your client will see that you’re interested in them. Communicate that clearly and create a vital connection built around their needs. That connection is vital. It’s part of the know-like-trust factor. Show that you are aware and capable of meeting their needs is a big step toward creating a relationship based on your expertise for what they need.
Treat Them Like Gold
While it’s important to build your client base, it’s equally important to maintain your existing clients like gold. Instead of trying to add new clients, focus on delivering stellar service and commitment.
It’s less costly to nurture your current clients than it is to find new ones. Do something special for your existing client base to show you don’t take them for granted. Listen to them, act on their suggestions, and keep communicating with them.
Have Solid Integrity
A successful LNC handles business by being transparent and honest. If you make a mistake, own up to it. If you change your views on something, it’s okay to admit it. Doing so will show your clients and community that you are trustworthy.
Put People before Numbers
While you do things to help promote your business, it’s essential to keep your morals and remember that people are more important than numbers. If you put people first in your business, including yourself, you’ll find that you naturally improve your bottom line. The more people trust you, the more they’ll buy from you.
Your customers expect to get an answer when they have a problem, and they expect it to be quick. Provide different ways for your clients to contact you. Let your client know how long they can expect to wait for a response. Then follow up and do what you said you’d do.
Consider the Communication Format
It’s important to get an understanding of how people communicate within their environment. Communicating online with social media or with a blog is far different from speaking on the telephone or in person.
Even email is different from other methods of communication. It’s imperative that you determine what is different and then make up for that with the type of communication they’re using.
Building client relationships that last is part of the goal of emotional marketing. When you’ve formed an attachment with the client, they will stick with you for years – through price increases, trials and tribulations, and more. You can’t go wrong with building strong LNC client relationships. Remember that strong communication is the key to attract and keep loyal clients.
Martin died of a stroke this month at the age of 97, leaving a hole in my husband’s life. His mentor is gone, and Raj switched roles. He now teaches a friend about options, and every day right after the market closes, the phone rings and they compare notes about what each person did that day. The cycle continues.
Working with attorneys is challenging and rewarding. Without a steady stream of attorneys who love working with you, your legal nurse consulting business collapses. Does this worry you? It should!
The core of being a successful LNC is being able to effectively work with attorneys.
You can have an aggressive marketing program to bring in new clients, but if you cannot retain them, you’ll be endlessly spinning your wheels. Your clients will stay with you when you understand what they want, how they are wired, and how you can do a great job for them.
How to Create Lasting LNC-Client Relationships explains the best way to build a solid client retention program, using strategies that work to identify the desirable clients and avoid the trouble makers.
This is an essential reference for every LNC.
Pat Iyer is president of The Pat Iyer Group, which develops resources to assist LNCs to obtain more clients, make more money, and achieve their business goals and dreams.
Get all of Pat’s content in one place by downloading the mobile app, Biz Edu at www.legalnursebusiness.com/bizedu. Watch videos, listen to podcasts, read blogs, watch online courses and training, and more.