Client Elevation: A Strategic Approach to Deepening Client Relationships
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Lawyers should always be thinking about ways to strengthen client relationships and add value beyond our billable services. One powerful strategy that's often overlooked is what I call "client elevation." But what exactly is it, and how can it benefit your practice?
What is Client Elevation?
Client elevation is actively promoting and supporting your clients' professional growth and visibility. It's about finding opportunities to showcase their expertise, celebrate their achievements, and expand their professional networks.
Examples of Client Elevation in Action
Nominating clients for industry awards.
Inviting clients to speak on panels at conferences or webinars.
Co-authoring articles or whitepapers with clients.
Featuring clients in your firm's blog, podcast, or on LinkedIn.
Connecting clients with media opportunities for expert commentary.
Connecting clients with people they’d benefit from knowing.
Why Client Elevation Can Be Effective
Client elevation can strengthen your personal and professional relationship with a client. Here's why:
It demonstrates your commitment to your clients' success beyond legal matters
It deepens your understanding of your clients' businesses and industries
It positions you as a valuable partner—a trusted advisor—not just a service provider
It can lead to increased loyalty and potentially more business
Proceed with Caution: Things to Consider
While client elevation can be powerful, it's not without its pitfalls. Here are some important considerations:
Always get permission before putting a client's name forward for any opportunity.
Understand that not all clients want to be in the spotlight.
Be careful not to overstate your role in a client's success.
Ensure that any opportunity you propose aligns with the client's goals and interests.
Remember, the goal is to support and elevate your clients authentically, in a way that’s aligned with their goals, not yours.
Making Client Elevation Work for You
To implement client elevation effectively:
Start by having open conversations with your clients about their professional goals.
Keep an eye out for opportunities that align with these goals.
Be proactive in sharing these opportunities, but always ask before taking action.
Follow up after any client elevation activities to gauge their impact and satisfaction.
Client elevation, when done thoughtfully, can be a powerful tactic. It's about showing your clients that you're invested in their success, not just in the legal work you do for them.
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Jay Harrington is president of our agency, a published author, and nationally-recognized expert in thought-leadership marketing.
From strategic planning to writing, podcasting, video marketing, and design, Jay and his team help lawyers and law firms turn expertise into thought leadership, and thought leadership into new business. Get in touch to learn more about the consulting and coaching services we provide. You can reach Jay at jay@hcommunications.biz.