from Focus on Rainmaking by Sara Holtz

When was the last time you checked in with your most important clients to ask how things are going? Most lawyers are reluctant to solicit such feedback for one of two reasons:

• They're afraid they'll hear negative comments, which they'd rather not hear; or
• They prefer to let sleeping dogs lie.

This feedback-avoidance attitude is a mistake for a number of reasons:

• If you don't ask, you won't know if your clients are satisfied. (Research shows that the vast majority of unsatisfied clients will not complain--instead, they will simply stop doing business with you. Think that's an exaggeration? When was the last time you complained about poor service? And how often have you decided to look elsewhere instead of repeating an unpleasant experience?)
• If you don't know your clients aren't satisfied, you can't address their dissatisfaction. By knowing their concerns, you can make the necessary corrections.
• Even if unhappy clients don't complain to you, they are likely to complain to others. In-house counsel meet in a variety of venues and one of their favorite topics to discuss is outside counsel--both good and bad.
• If one client has a complaint, other clients may have similar complaints. If you don't ask, your opportunity to address the dissatisfaction of all your clients may be lost.
• If you respond quickly and address their concerns, you can build more loyalty than if they'd never had a complaint. Think about the last time a service provider responded swiftly and generously to your complaint. How did you feel about the provider after that? People are usually impressed by a strong service orientation and continue to do business with the provider (and send referrals).
• Besides, in my experience, you don't have anything to worry about--you're actually avoiding a chance to hear what delights your clients! Why wouldn't you pick up the phone to hear why they enjoy working with you?

This week, make plans to ask your three most important clients for feedback about how you're doing. After you've gathered their feedback, make sure to take action on it. The worst thing you can do is get feedback and then do nothing about it!

If you're unable to do anything about the client's concerns, be straightforward with the client about it. If you can't remedy it, explain why. Brainstorm some alternatives.

Once you start calling clients and soliciting their feedback, you'll find that the process is relatively painless and uncovers opportunities you might never have discovered on your own. Don't put these calls off--they're a rewarding way to enrich your client relationships and may just pay off big with increased matters or referrals.