If this is a valid complaint, it is vital to develop a depth of understanding about the client’s business and industry. Take continuing-education classes pertaining to that industry. Attend industry events, subscribe to the client’s industry trade publications, and familiarize yourself with the relevant issues. If other attorneys in your firm have expertise in that industry, speak with them. As your expertise develops, you become more valuable to your client.
If the client’s complaint is not valid and you are knowledgeable about the business and industry, then this indicates a failure to communicate your expertise to the client. As you interact with your client, spend more time talking about what is happening in the industry. Discuss specific issues. Identify the trade associations your client is involved with, and offer to put on a seminar for that organization. Publish articles in the industry trade journals. This creates reprints that you can distribute to existing and potential clients, thereby demonstrating your expertise without appearing to boast. Taking on a leadership role in a trade organization is another way to demonstrate expertise.
Finally, visit the client’s offices and meet with the decision makers. Clarify their needs and goals. Increasing your exposure helps you to spot issues, give informed advice, and establish yourself as a meaningful resource.
For more tips, check out our article on “The Top Five Reasons Why Clients Leave and How to Prevent It.”