Building Deeper Relationships to Grow a Legal Practice

Why is deepening client relationships more effective than chasing new leads?

Steve Fretzin explains that strengthening relationships with existing clients is far more effective than constantly pursuing new leads. Research suggests it can take six times more effort, money, and time to acquire new clients than to retain current ones. By focusing on existing clients, lawyers can build loyalty, long-lasting relationships, and sustainable business growth.

How can lawyers prioritize clients to maximize relationship impact?

Fretzin emphasizes that attorneys should prioritize clients based on opportunity, relationship strength, and potential for referrals. Clients can be categorized as A, B, or C: A clients receive the most attention, B clients a moderate level, and C clients minimal engagement. This strategic focus ensures that time and resources are invested where they will have the greatest impact.

What are the benefits of meeting clients in person versus virtually?

Face-to-face meetings provide unique opportunities to strengthen trust and rapport. Fretzin notes that connecting over meals, handshakes, or in-person discussions fosters deeper bonds than email or phone communications. Video calls like Zoom can also be effective, while text messaging may suit some clients, particularly younger generations. Understanding client communication preferences is key to maximizing relationship value.

How can lawyers meaningfully engage clients through events and networking?

Fretzin recommends creating a structured client loyalty plan to engage clients consistently rather than relying on ad hoc interactions. This plan can include phone calls, texts, personalized articles, conference invitations, or joint team sessions. Technology, including AI tools and real-time alerts, can help lawyers deliver timely and relevant content, further enhancing client relationships.

How can lawyers transition from service providers to trusted advisors?

Fretzin highlights that attorneys become trusted advisors by actively contributing to client success beyond legal services. This can involve making meaningful business connections, providing strategic guidance, and supporting clients’ goals. By demonstrating genuine investment in client outcomes, lawyers solidify long-term loyalty and differentiate themselves from competitors.

What role does consistent facetime play in client retention?

Regular in-person visits, whether to offices, warehouses, or distribution centers, allow lawyers to identify new opportunities, address risks, and provide value beyond billable work. Fretzin shares examples of clients who consistently see business growth and strengthened relationships through these proactive engagements.

What is the BILL method and how can it guide client interactions?

Steve Fretzin introduces the BILL approach to client engagement:

• B – Business: Understanding the client’s business and asking thoughtful questions to identify opportunities for added value.
• I – Interests: Engaging clients in conversations about their personal interests to foster connection and rapport.
• L – Loved Ones: Learning about clients’ families and personal priorities to create more meaningful relationships.
• L – Life Purpose: Discovering clients’ broader missions or passions to build deeper alignment and loyalty.

By applying BILL consistently, attorneys can strengthen relationships, create trust, and drive referrals and business growth.

What long-term business benefits come from investing in client relationships?

Fretzin emphasizes that developing strong relationships leads to sustained client loyalty and reduced need for constant business development. Even if key contacts leave a company, having built relationships with multiple decision-makers increases the likelihood of retaining or expanding business. Social activities, networking, and personalized engagement help maintain “sticky” connections.

What practical steps can lawyers take today to deepen client relationships?

Fretzin advises attorneys to create a client loyalty plan by identifying top clients (A and B) and outlining concrete engagement strategies. This may include social media interaction, newsletters, regular calls, and personal outreach. By approaching client relationships strategically and consistently, lawyers can enhance loyalty, generate referrals, and achieve long-term practice growth.
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