Practice Management

Should Old Acquaintance Be Forgot ... ?

By chucknewton

We are now into the new year and we are forced to face the question raised by the old Scottish poet Robert Burns, as popularized big band leader by Guy Lombardo.

As translated from the original Scots verse, "Should old acquaintance be forgot, and never brought to mind"?

The answer of course is no but, the truth of the matter is that often times unintended, we are just bad about keeping up with people.

In the practice of law this is a marketing and money disaster, especially since we have new cheap technological systems to keep up with old acquaintances that will not let them forget you are still available for them when needed.

I experienced this recently.  There was a bankruptcy lawyer that I practice with back in Tyler in the early 90s.  His practice evolved from what was a debtor oriented practice, to a creditor oriented practice, then he finally left the Tyler area and moved to another town to work exclusively as in-house counsel for a corporation.  Now 10 years later I get a call, he is back practicing bankruptcy in his old home town again, and he has a problem with a creditor violating the discharge injunction with a case he filed many years ago.  That is right up my ally.  The referral resulted in thousands of dollars in fees to me.  And, it was made possible because I answered the question in the old Scot's poem in the negative.  I did not forget my old acquaintances.  I keep them in mind and try my best to keep me on their minds.

It takes a little planning, but not as much as you think.  You routinely collect names, phone numbers, addresses, fax numbers and email addresses.  You input them in various databases, and to be safe on your own little spreadsheet.  Then you use cheap services like Constant Contact, EFax, the Postal Service, and your telephone to routinely follow up.

Sent a short but very routine email newsletter.  Send an efax once a month or every six weeks.  Again just one page.  Several times a year mail out a flier or holiday card, and in your dragging times just pick up the phone and call.  Tell them you have not heard from them in a while and you want to know what is happening in their part of the swamp.  Even if you do not reach them, at least there is a voice mail or message from you.

And we are not talking about huge lists, emails, faxes or mailout.  Even a list of 200 or less can eventually yield a Third Wave lawyers a comfortable living.

We are also not talking about a lot of time.  2 or three hours a month ought to do it.

Of course, I am not talking about your personal friends (although some sources might be personal friends).  I am talking about those people and organizations that can eventually refer you business in the line of law that your practice.

How do you collect these names and information?  Just going through your normal tasks.  You can even wait for them to introduce themselves to you before asking for the information.  As you meet someone at the courthouse, at a club or association, or you are introduced by someone else, you just need to remember to ask and collect the information.

Some attorneys do this with with present and former clients as well.  I am not in the general practice of law and practice in a very defined niche in which client referrals just do not happen.  My clients are hopefully not repeat clients.  So, doing so would not help me much.  But, if you are in the type of practice that encourages referrals from clients, or you provide services that encourages repeat clients, then that keep up with your former clients as well.

So my tip to you before we get too deep into the new year is to not to forget old acquaintances.

Full post as published by Chuck Newton on February 19, 2008 (boomark / email).