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March 13, 2007

"The T.R.U.S.T Factor" - 5 Keys To Keeping Clients

The March issue of Entrepreneur Magazine gives us an excellent article on the five key factors for retaining clients.  These factors are universal and very applicable to the legal profession.  Because my background is in sales/marketing I will always gravitate outside the legal profession to introduce these principles and other business development skills because, as you may have surmised throughout my blog posts, lawyers are in the business of selling legal services.  And to be a solo practitioner one must be laser-focused on this skill or fail. To try and separate our profession from these principles, to fail to understand that 'sales' is at the heart of attracting and then keeping clients, to distance ourselves from the very skills we are required to develop when running a solo practice or small firm business, is professional suicide.

So what is T.R.U.S.T.?

"If building relationships is the key to sales success, then trust is the foundation. Ask any top sales performer what factors contribute to their success, and you’ll hear that building trust is vital in their dealings with customers. But how do you build trust? Usually, it’s the little things you do over time that make the difference. I call this establishing the T.R.U.S.T. factor."

  • Truth
  • Reliability
  • Understanding through uncommon efforts
  • Service
  • Take Your Time

Understand your capacity to build T.R.U.S.T.  You will be a more effective lawyer all around, build a clientele who will continue to utilize your services, a clientele who will continue to refer you business and you will build a business known for its integrity, character and uncommon quality.  In other words, a business you can be exceptionally proud to have bear your name.


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