Masetuka Ntsoereng^[1]
Webber Wentzel, Johannesburg
masetuka.ntsoereng@webberwentzel.com 

Building long-lasting client relationships is essential for any successful legal practice. While acquiring new clients is important, the true value lies in nurturing relationships over time, creating stability and scalability crucial for long-term success. This guide will help you effectively build and maintain these vital client connections, even with a busy schedule.

Prioritise in-person connections

• Focus on face-to-face meetings: make in-person client interactions a priority in your practice.
• Visit client locations: schedule on-site visits to tour facilities and speak with employees, gaining valuable insights into your client’s business operations.
• Action tip: block time in your diary specifically for client site visits each quarter.

Leverage support resources

• Utilise your team: engage business development staff or secretaries to help prepare for client meetings.
• Implement CRM technology: use Customer Relationship Management (CRM) systems to track client information and interactions.
• Action tip: create standardised pre-meeting briefing templates that your support team can complete.

Foster personal connections

• Remember the human element: connect with clients as people, not just business contacts.
• Listen attentively: take time to understand your clients’ identities and challenges.
• Find common ground: discover shared interests to become more than just a legal advisor.
• Action tip: begin meetings with brief personal check-ins before discussing business matters.

Adopt a holistic approach

• See beyond legal needs: consider your client’s broader business landscape and personal concerns.
• Implement structured listening: use frameworks to ensure a comprehensive understanding of client needs.
• Action tip: create a client profile template that includes business goals, personal priorities and industry challenges.

Gather and act on feedback

• Consider third-party feedback collection: clients often provide more honest responses to neutral parties.
• Create action plans: join the 70 per cent who do act on feedback by developing specific follow-up strategies.
• Centre the client’s voice: make their input the foundation of your service improvements.
• Action tip: schedule quarterly feedback reviews with specific implementation timelines.

Offer value-added services

• Show appreciation through extras: demonstrate value beyond billable work.
• Provide complimentary training: offer educational sessions on relevant legal topics.
• Leverage your network: connect clients with strategic advisors and other valuable contacts.
• Action tip: create a menu of value-added services you can offer to different client tiers.

Address pricing proactively

• Discuss fee concerns openly: create transparent conversations about pricing structures.
• Consult pricing specialists: bring in experts to structure fees that align with client needs.
• Review pricing feedback consistently: analyse patterns in client comments about fees.
• Action tip: develop multiple fee structure options to present during initial engagement.

Enhance interpersonal skills

• Read the room: pay attention to verbal and non-verbal cues during interactions.
• Develop emotional intelligence: recognise and respond appropriately to client emotions.
• Find unexpected commonalities: look beyond obvious shared interests.
• Move beyond clichéd networking: recognise that traditional activities like golf are overused.
• Relate to clients individually: tailor your approach to each person’s unique personality.
• Action tip: after each meeting, note what worked well interpersonally for future reference.

Make client development consistent

• Avoid intermittent engagement: replace sporadic outreach with regular, meaningful contact.
• Integrate into daily routine: make client development a regular part of your schedule.
• Approach with empathy: consider clients’ needs from their perspective.
• Stay aware of client concerns: remain attentive to changing priorities and challenges.
• Action tip: create a weekly schedule that includes time specifically allocated for client relationship development.

Developing deep, lasting client relationships requires intentional effort and a systematic approach. By consistently implementing these strategies, you can transform transactional client interactions into lifelong professional partnerships that benefit both your practice and your clients. Remember that the most successful client relationships are built on genuine connection, added value and attentive service over time.