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To grow a legal practice, lawyers need to be continually thinking of ways to better serve their clients. So, what do clients want? Yes, of course, the results you deliver for clients in an engagement are critically important. But serving clients well requires adding value beyond the billable hour. One great way to add value, particularly for business clients, is having an “off the clock” Q4 meeting with clients to discuss their needs and your services for the coming year.
Why Q4 Meetings Matter
Ask any in-house counsel or business owner what they want from their outside lawyer, and you’ll hear a common refrain: “Understand my business and industry.” Why? This understanding is crucial for helping the client to identify risks and capitalize on opportunities.
But here’s another thing most clients want: more communication from their outside counsel, especially between billable engagements. They want to know you’re invested in their business and your relationship. If you’re only reaching out when the meter’s running, your clients might start feeling like an afterthought.
That’s where Q4 non-billable meetings come in. These meetings aren’t just good for your clients—they’re good for you too. You’ll deepen your understanding of your clients’ businesses, which makes you a more effective advocate. You’ll show your clients you’re invested in their success beyond billable hours. And you might just learn about new opportunities, such as potential cross-selling of other services your firm offers, to expand your practice.
How to Make It Happen
There are different options when it comes to conducting these meetings. In-person is ideal, especially if you can visit the client’s site. Walking the plant floor or office space and meeting various team members can give you valuable insights and more relationships within the organization. But the reality is that the level of time investment required to meet on-site—which may require getting on a plane or driving long distances— isn’t feasible for every client. Phone or video calls can be effective alternatives for many of these conversations.
When you reach out to set up these meetings, frame it as an opportunity.
You want to learn about their business and objectives for the coming year. It’s also a chance for you to share insights from your unique vantage point, gained from serving similar clients.
An Agenda for Q4 Meetings
Keep it straightforward. Here’s a basic agenda you can use:
“What’s happening in your business that we should know to serve you better in the coming year?”
“We’d like to share a few insights with you from our experience over the past year that might impact your decision-making going forward.”
“We want to make sure our service is meeting your expectations. Are there any areas we can improve to better meet your needs?”
The key is to listen actively and then–this is crucial–act on what you learn.
Make Client Meetings a Habit
These conversations don’t happen nearly often enough. That’s a missed opportunity because they’re so effective for securing and growing client relationships.
So, as we head into Q4, why not reach out to your key clients and contacts? Set up meetings. Show them you’re invested in their success beyond the billable hour. You might be surprised at how much you learn—and how much your practice grows as a result.
In a world where legal services can sometimes feel commoditized, it’s these personal touches and deep understanding of your clients that can set you apart.
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.