I want to share a quick story about a recent experience with Sprint, my cell phone provider.  I’ve been a customer of theirs for more than a decade.  The pricing is reasonable and the service is good.

I’ve been very happy with them and have sung their praises to friends and family for years.  And I know that because of that, Sprint got at least 12 new accounts – most with multiple lines attached to them.  And that’s just the ones I know about.

You’d think Sprint, which probably spends $500m a year on marketing and advertising in chasing new customers….would do something for it’s long-time customers, right?

Wrong.

The marketing wizards at Sprint (the ones with alphabet soup after their names) have determined that new customers are the priority and key to growth – and existing customers are an afterthought.

I am an “afterthought” – and it aggravates me.  Here’s how I found out.

I wanted a new phone and a new plan so I hop online and find out that I have “Premier” status – and that status comes with a boatload of bennies.  Good for me, I thought.

I pick the phone I want – and check my “Premier” rebate to see what my cost will be.  My faithful assistant Jasmine (my black Labrador) scooted out of my office as my profanity laced tirade echoed off the walls.

My “Premier” status price for the phone I wanted…..is the same price a new customer gets.

Premier status?  You’ve got to be kidding me!

Not taking care of existing clients is flawed and will eventually lead to flat sales and a decline in revenue….and the bean counters at Sprint are not going to be able to hide it.

The bright-eyed, bushy-tailed Marketing MBA’s at Sprint must not have learned a key marketing strategy while paying a fortune for their “education”- and it’s the golden rule of business survival.

It’s called the lifetime value of a customer.

Simply put, take care of your existing customers and they will take care of you.

Since I am an afterthought in the eyes of Sprint, do you think I will have one good thing to say about Sprint.  Not a chance.  And I know I’m not alone.

And because of that, Sprint will forever be just like the rest of the wireless carriers….chasing new customers that hop from one carrier to the next when their contracts are up.  It’s a vicious cycle with no winners – only losers.

The moral of the story is this.  If you are not in regular contact with your past clients – and passing along information they might find helpful – or making sure they know that you’re there for them should they, a family member, friend or co-worker need legal help….your practice will wither and die.

They are your sales force….treat them like they matter, and they will sell for you.

The end result is this….one day you’ll wake up and realize that you don’t have to spend a dime on marketing your law firm.  Your sales force is doing it for you.

Want more info on leveraging your sale force or creating new ones?  See these law firm referral tips and this sad story.

Recently, I spoke with a Criminal Attorney that’s been practicing in the Detroit Metro area for almost 35 years.

By his own estimate, he’s had almost 7,000 clients during the three-plus decades (I guess the Detroit area is/was as crime ridden as they say).

And in his 35th year…..he’s struggling.  He was even having trouble paying the bills.

I thought this was odd – heck with 35 years in, he should be investigating the valuation of his practice in preparation to sell it.

So, I asked him how he had been keeping in contact with his past clients.  His answer told me exactly why he was struggling.  He hadn’t ever contacted any of his past clients.

This Attorney committed the Cardinal Sin of Business.  He had assumed that his former clients would simply refer their friends and relatives to him if they were satisfied with his work.

That assumption is wrong….there is no guarantee your former clients will refer family and friends.

If you are not in contact with your former clients at least two times a year, you are simply inviting your competition to take money right out of your pocket.

If your name is not “top of mind” when a friend or family member of a former client needs help – you lose.

My recommendation – keep in contact with your former clients at least 4 times a year….year after year.  Yes, there is a cost.  But it is some of the best money you will ever spend on your practice.

What do you send to them?  A letter?  A post card?  You can, but it’s a lot of work and it can be difficult to put pen to paper.

I’d suggest a newsletter – here’s some information on a pro than can help.

And here’s a little secret that I’ll share.  Whatever you send, include a joke or two with it (who doesn’t like Lawyer jokes).  If you can make them laugh, it’s almost a given you’ll be top-of-mind…..for as long as you contact them.

Don’t be like the attorney in Detroit.  At a time when he should be contemplating where to live when he retires…..he’s having to start all over.

attorneys, lawyers, law firms, referrals, new clients