You might wonder, “How come stellar service isn’t enough?” It’s because stellar service is the standard expectation nowadays. Being a
great lawyer and providing top-notch client service are table stakes. So how do you differentiate yourself from being just another lawyer or firm? Enter client appreciation — the difference between four and five stars.
Client appreciation can be a determining factor for many legal clients. Done right, it makes you stand out from your competitors, establishes trust, drives loyalty, and can lead to referrals for new work. Here are some ways to show your clients you genuinely care about them and are thankful for their business.
Idea #1: Write a handwritten thank you note
A simple way to show appreciation is by writing handwritten personal thank you letters. It’s an easy yet touching way to convey exactly how much your clients mean to you.
Write a thank you every time a client refers a case to your law firm. Think of these folks as your “apostles” — they are spreading the good word about the work you and your firm do. Tell them how much this means to you and share about the impact it makes. Include at least one personal detail demonstrating to the client how grateful you truly are.
Idea #2: Donate to a charity
Does your client have a charitable or community entity near and dear to their heart? Donating to an organization on your client’s behalf is exceptionally thoughtful and a great way to build an emotional connection with your client. Showing this kind of generosity also creates a philanthropic image for your firm. Of course, you give to nonprofits because it is the right thing to do, but there are additional benefits to being a good community steward.
Bonus: When you donate to charitable organizations, your amount is tax-deductible. In other words, charitable donations can lower your tax bill and reduce taxable income. High-five!
Idea #3: Gift your company’s swag (no frisbees, please!)
Consider everyday items clients need and use: pens, notebooks, water bottles, insulated mugs, totes or reusable bags, etc. Why not order a few of these “tchotchkes” branded with your firm logo to offer clients when the need arises?
Quality and functionality are the keys to good swag. Don’t waste your money on items that will inevitably be thrown into the garbage as soon as they are opened. Seek out high-quality items from trusted brands your clients will be excited to receive. When a client shops at the market sporting a reusable grocery bag with your firm logo, you’ve invested in advertising, too.
Idea #4: Send a personalized gift
While swag items make great gifts, adding personal touches to show your appreciation can go the extra mile. A personalized gift demonstrates you have taken an interest in what they like and do outside of work, you are an active listener, and the conversations you share are meaningful. Consider your client’s hobbies, interests, and recent discussions when deciding on a gift that makes sense.
Some tried and true ideas include a gift card to your client’s favorite restaurant, a book on a relevant and recent topic discussed, and gifting tickets to a concert or sporting event.
Idea #5: Host an event or small gathering
Hosting a shindig is a great way to engage with your clients personally and treat them to a nice experience. You can host at your residence or a local establishment.
Be selfless when planning an event to thank those who have helped your business thrive. What location would be most convenient for your client? What is their favorite cuisine? Since the goal is for your clients to attend and enjoy themselves, consider offering a “plus one” for these events. Not only will you get to meet more people and develop more potential business, but you will also allow each attendee to use your event to their benefit. Hence, they have more reasons to attend.
Are your clients across the country? No problem. Thanks to COVID, there are a plethora of virtual options out there. Try hiring a professional for a virtual culinary class or hosting a virtual happy hour (send your client their favorite beverage of choice accompanied by a charcuterie board in advance).
Law firms that demonstrate client gratitude establish successful relationships. A willingness to place people above profits and a genuine desire to do right by those who come through your doors goes a long way. As marketing strategist Seth Godin once proclaimed, “It’s easier to love a brand when the brand loves you back.”
