33. Client Retention Is A Piece of Cake, Just Don’t Blow It.

If the client is a substantial enterprise in the world of business, they will likely have a steady stream of similar challenges and problems. All of these will come your way to solve, provided of course you don’t blow it. Getting repeat business is easy and so is blowing it. The difference is how you do the work.

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Law firms talk a lot about business development, or biz dev. These discussions often give special emphasis to new client generation. To support this, law firms encourage attorneys to promote themselves, to get out and to network. As we noted in the previous lesson, this is all valuable, but insufficient. As we saw in that lesson, for new client generation you also need a differentiator, and the one which matters is how you do the work.

Oddly, some firms put less emphasis on generation of repeat business than on getting new clients. Sure, landing a new client feels newsworthy and exciting, but repeat business is the road to sustainability. To underestimate the value of repeat business is to lose sight of the fact it’s still just about getting new assignments. The difference is that repeat business is the easiest form of marketing, way easier than getting new clients. Your pitch for job 2 is how you do job 1. It’s yours to lose.

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