Recently, I spoke with a Criminal Attorney that’s been practicing in the Detroit Metro area for almost 35 years.

By his own estimate, he’s had almost 7,000 clients during the three-plus decades (I guess the Detroit area is/was as crime ridden as they say).

And in his 35th year…..he’s struggling. He was even having trouble paying the bills.

I thought this was odd – heck with 35 years in, he should be investigating the valuation of his practice in preparation to sell it.

So, I asked him how he had been keeping in contact with his past clients. His answer told me exactly why he was struggling. He hadn’t ever contacted any of his past clients.

This Attorney committed the Cardinal Sin of Business. He had assumed that his former clients would simply refer their friends and relatives to him if they were satisfied with his work.

That assumption is wrong….there is no guarantee your former clients will refer family and friends.

If you are not in contact with your former clients at least two times a year, you are simply inviting your competition to take money right out of your pocket.

If your name is not “top of mind” when a friend or family member of a former client needs help – you lose.

My recommendation – keep in contact with your former clients at least 4 times a year….year after year. Yes, there is a cost. But it is some of the best money you will ever spend on your practice.

What do you send to them? A letter? A post card? You can, but it’s a lot of work and it can be difficult to put pen to paper.

I’d suggest a newsletter – here’s some information on a pro than can help.

And here’s a little secret that I’ll share. Whatever you send, include a joke or two with it (who doesn’t like Lawyer jokes). If you can make them laugh, it’s almost a given you’ll be top-of-mind…..for as long as you contact them.

Don’t be like the attorney in Detroit. At a time when he should be contemplating where to live when he retires…..he’s having to start all over.

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