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Taking a fresh look at customer relations

Don’t neglect existing clients in the rush to obtain new ones, advises Frank Rogers

3 July 2017

When I started out as a young lawyer, my role, like that of my peers, was to advise on the law. We didn’t need to concern ourselves with balance sheets or marketing plans. Terms such as ‘networking’ or ‘business development’ were unheard of. Our business clients were long-established contacts, and we took it for granted that traditional client loyalty would provide us with a never-ending supply of work.

That’s where the industry got it wrong. Because while most lawyers were keeping a respectful distance from those clients, some bright young upstarts saw the opportunity to move in and actually get to know them. They were talking to them rather than at them. Listening to their plans, hopes, fears, then presenting them with a plan that would both progress and safeguard their business.

This change in style took many by surprise, and brought ab...

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