hunting. While client management may not initially appear to be an appropriate discussion in the context of marketing and developing business, a closer look reveals that it is a crucial component of developing business. Properly managed client relationships allow the firm to reap a windfall with repeat business. Further, the firm should strive to expand on the relationship so that they eventually service all of the appropriate client needs. Managing clients and their expectations is not, however, an easy task. To the contrary, there are several things to keep in mind when managing your client relationships.

First, and perhaps most importantly, you must always remember to manage expectations concerning service and results. Successful professionals face the difficult challenge of maintaining their relationships while being careful not to overextend themselves. There are only so many hours in the day, and the professional can be in only one place at a time. Therefore, it is important that each client understand from the beginning which member of the firm will be primarily responsible for servicing its needs. The firm must be careful to match compatible personalities and provide the client with proficient and competent service. If the client expects the firms lead rainmaker to process its matter, the client will likely be disappointed if someone else is assigned the job. However, if the firm manages the clients expectations, it can avoid this unpleasant scenario.

In addition, it is important to manage expectations concerning results. Nothing is guaranteed and there are very few certainties in the professional services business. Therefore, be careful when guaranteeing results. If you come up short, the client relationship may be permanently damaged. However, if you explain to the client that there are numerous contingencies, many of which are beyond your control, the client will be prepared for the bumps along the way. Further, if you discuss with your clients the obstacles to overcome in servicing their needs, your clients will be more appreciative when you fulfill their needs and provide a successful result.

Second, if you take care of your clients, they will take care of you through repeat business and referrals. Exhibit 5.2 illustrates this point.

There are many professional services firms that can provide acceptable solutions or results. The differentiating factor, however, is to ensure that each client enjoys the process while receiving good results. The X on Exhibit 5.2 denotes a poor client experience. Client X did not receive very good results and did not enjoy the process. It is not likely that this client will provide you with repeat business or referrals. More troubling, however, is the fact that you are now in danger of a former client talking negatively about your firm and its service.

The inverse of Client X is Client Z. Where Client X received a poor result, Client Z received a very good result. Perhaps just as important, however, is the fact that Client Z enjoyed the process. Client Z may have

Enjoyable

The process

Difficult

Unsuccessful

Results

Successful

Exhibit 5.2 Professional Services Firm Delivery Outcome versus Client Satisfaction

enjoyed the process for a wide array of reasons, including the attention provided, the speed with which the result was obtained, and/or the cost associated with the result. Regardless, Client Z not only will be a repeat client and refer business to the firm but also will be likely to praise the firms performance to all who will listen. Client Z just became the firms most effective and cost-efficient source of marketing.

Chart your clients on a graph like this to see where the majority of your clients fall.

When considering how to make the process more enjoyable, remember these basic tenets:

The client should always feel that he or she has your full and undivided

attention when you are discussing his or her goals and concerns. Never tell a client that you are too busy to talk.

Always return your clients telephone calls and e-mail messages as soon as possible, but at a minimum within the same day.

Treat everyone the same-from the most senior officer to the newest staffmember-because you never know who will be making the decisions next year or even next month.

Chapter 12 covers the topic of effective client service delivery in more detail.

Advertising as a Means of Driving Business

Initially, the consensus among professional services firms is that mass marketing and advertisements are not an effective way to drive business. Part of the reason for this negative attitude toward advertising stems from the fact that the results are difficult to quantify, and it is difficult to find a sufficiently targeted venue for the specific service and client base. Like every rule, however, there are exceptions.

Plaintiffs attorneys have experienced a great deal of success advertising to the public at large. However, the success of these sometimes-massive campaigns depends on their focus. For example, many plaintiffs attorneys arrange to have their advertisements aired during the day, relying on the fact that those suffering from injuries are at home and watching television. Based on the success of many personal injury attorneys, it is clear that advertising can work with certain professional services models.

While advertising can directly drive business, it is more often useful in increasing brand awareness. If the firm provides a service targeted to a mass market, such as personal injury, brand awareness among the public, which can be achieved through advertising, is beneficial. However, if the firm elects to advertise, make sure that the advertisement is focused toward the target market.

Additionally, when advertising, make sure to highlight the firms recent and most significant accomplishments. It can be effective to advertise that you were able to save a client significant resources through your efforts or that you procured a significant win for a client. The key is to focus on your successes, particularly those that the target market will view as significant.

Finally, always advertise with a call to action. Passive advertisements are not very effective. It is not very effective to tell everyone how great the firm is without a specific directive to act. It is, however, compelling to command your target market to pick up the phone and give you a call.

Using Internal Sales and Marketing Personnel to Drive Business

In addition to using its partners or members, some professional services firms take advantage of internal sales personnel as a means of marketing and driving business. This approach was the focus of Chapter 4.