First Alert Legal Blog

How to Generate New Business from Trusted Former Clients

by | Apr 14, 2022

In general, it is best for law firms to develop an ongoing client communication program to generate client appreciation and word-of-mouth business. 

Firms can begin this program by: 

Compiling A List

It’s likely you’ve got contact information all over: a stack of business cards, a spreadsheet in the firm’s shared files, the legal practice management software,  or a list of addresses from networking evening. Compile a list for a few hours. Start with former clients from the last five years. However, you must not stop there. Any referral source who has been or might be a source. Friends, industry colleagues, and even some family members are included. Keep notes in your address book, your online accounts, your business card stack, and your inbox for future reference. Contact methods can be selected here. Contact is easier via phone call, and it is harder for someone to ignore a phone call than it is an email or a letter. Because calling takes time, you might want to limit it to the most likely prospects only. It is also possible to use e-mail effectively if you make it personal and informational.

Get more referrals and feedback from old clients to get new business:

Add value

  1. Become an authority source. Share your knowledge with your clients in order to add value to your services. By providing resources, your clients can use relevant information to help improve their personal or professional life. A simple email newsletter is one thing you could do. Start a blog where clients can read and search for information. Additionally, you can provide larger resources such as PDF guides and ebooks. When you share your knowledge you gain your customer’s trust, and they will consider you an authority in your subject matter. The higher their respect for you, the longer they will use your firm’s services, refer the firm often, and improve your business’s bottom line. Build relationships with others, each client should feel that they have a special relationship with you. Learn about your customers. What are their problems? What solutions are they in need of? Is there anything that stresses them? Using the things you learn about your customers will help you form lasting connections. Personalize your communication with clients.
  2. Don’t use generic scripts or templates. You should tailor your words to each person. In a telephone conversation with a client, you might mention a particular problem they experienced. The personal connection you make with your clients will make them feel known and cared for. Your personal touch will cause them to remain loyal to your business. When you know what your customers need, selling to them is easier. You may not be able to remember everything your customers say. Organize notes within your CRM. The notes will be available when you communicate with your clients. 
  3. Keep your clients’ information organized. Legal practice management software allows you to manage your clients’ information and automate workflows.  You can make notes about each client. The types of customers can also be sorted into groups. You can set reminders in the CRM to communicate with clients. CRM allows you to create emails and send them to groups or to individuals. The CRM will keep a record of your communications so that you don’t forget when you last contacted a client. 
  4. Upsells and cross-sells. Look at what your clients are currently using your firm for. What else does the firm offer? Would your other services benefit them? Describe how the related service will help them to improve their lives further. Describe how the benefits outweigh the costs. Provide ongoing, tailored support. Once a client signs the contract, they can be guided through the process to ensure a successful experience. You can follow up with the client later. Assess their needs.

Hopefully, the service you give your clients will convince them to return to your firm in the future. If they know that they will receive high-quality service, maybe return with other legal needs.

When following up with clients later the feedback you receive can help you make a better workflow and client experiences. Finding out how to increase business with existing clients is possible by getting feedback, and it will not affect your small business marketing budgeting. Find out what your customers think and then improve. Ask your clients what you can do better. Act on feedback when you receive it.


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