PointBlank Newsletter #4

n the last issue of PointBlank Newsletter, we discussed client retention, and observed that lawyers don't retain clients, clients retain lawyers, beginning with the payment of a retainer. Also mentioned was the similarity of the relationship to marriage, in the sense that it does not operate on its own, it needs constant reinforcement in the form of communication that regularly states what may seem obvious: you are important to me. Below, I will discuss how a lawyer can constantly reinforce this commitment.

The psychology of the lawyer/client relationship is the psychology of trust. Lawyers are retained only when very serious matters are at hand, matters so serious and unwieldy that professional assistance is required, and the potential for loss is greater than can be handled without trained assistance. So, obviously, the client is looking for someone they can trust in a time of need. This applies not only to individuals, but to the largest of corporations as well, because within that corporation, your client is a person or persons who have a problem they need solved.

To trust is to make oneself highly vulnerable, revealing facts that many would prefer never see the light of day. The client depends on you, which means literally that he is 'hanging on' to you. Failing to grasp this and to act accordingly is how lawyers come to be seen as untrustworthy, someone you can't depend on.

How do you give clients the opportunity
to continue to choose to trust you
with their problems, i.e., retain you?

Obviously, by being timely in production of documents, motions, court dates etc. but also in smaller ways, such as returning phone calls within 24 hours, giving undivided attention when doing 'face time,' being prompt with updates and follow-ups.

It is really in the small details of presenting a dependable professional style that clients will continue to make the choice to retain their lawyer.