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You've worked hard to build a successful legal practice. You have a roster of good clients, enjoy your work, and earn a comfortable living. Life is good, right?
But there's a big risk lurking in the shadows of your success: complacency.
It's a tale as old as time in both professional and personal relationships. One side starts taking the other for granted, or both parties simply stop putting in the effort they did at the beginning. The fire that once burned bright begins to dim.
For lawyers, this often manifests as the "shiny object syndrome." New clients bring excitement and fresh challenges. They get our creative juices flowing and inspire us to bring our A-game. Meanwhile, long-standing clients can start to feel... well, routine.
We fall into patterns. We stop pushing ourselves to innovate. We begin to coast.
Complacency is the enemy of successful attorney-client relationships. The moment you start taking a client for granted is the moment you open the door for a competitor to swoop in and offer something you're not.
So, how do we combat this? The key is to treat your long-standing clients with the same energy and enthusiasm you bring to new ones.
Remember that first meeting? The excitement, the ideas, the drive to impress? Channel that energy into your 10th project—or 100th—with a client. Continually demonstrate value and a high ROI. Never assume that a client is automatically satisfied or will keep buying your services without question.
Here's a practical exercise to mitigate against the risks of getting complacent: Each year, take a hard look at your client list and ask yourself these questions:
Are any of your valuable clients at risk of leaving? If so, why?
Where have you become complacent, and what's driving that complacency?
If you were a competitor, how would you try to win over your own clients?
This self-reflection can be uncomfortable, but it's essential. It forces you to confront areas where you might be slipping and helps you identify opportunities to reinvigorate your client relationships.
Remember, your expertise isn't the only thing clients are buying. They're investing in a relationship. They want to feel valued, understood, and prioritized. They want you to be invested—to have their back.
So, challenge yourself. Bring fresh ideas to every client interaction. Stay curious about their evolving needs and challenges. Anticipate problems before they arise. In short, never stop courting your clients.
Don't let complacency dim the spark that made your client relationships special in the first place. Keep that fire burning bright.
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.