Keys to Key Client Marketing
Note: This article is the second in a three-part series. It can be read alone, or in conjunction with the other articles: “Keys to Building Key Clients: The Key Client Principle” (published in the February 2007 edition of Report to Legal Management) and “Transitioning Key Clients” ( to be published in an upcoming issue).
It is axiomatic that key clients should never be taken for granted in terms of the quality of legal work and client service that is provided to them. Therefore, before contemplating client business expansion efforts for key clients, the law firm and its personnel should first ensure an ongoing win-win relationship with those clients.
Provided that such a relationship is being maintained and nurtured, key clients can offer significant opportunities for further business development.
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