What does it mean to be “connected” to your clients today? Does it mean frequent e-mail and text messages, phone calls, in-person visits, social networking? Has your definition changed with the advent of quicker technology and 24-hour availability? What about your clients? Do you know how they define being connected?

Given the challenging economic conditions that businesses, including law firms, face today, finding methods to deepen relationships and develop new ones is more important than ever. Lawyers in private practice, in-house counsel and business executives lead busy lives. All worry about survival and future success. Developing better connections will result in learning more about each other’s expectations and will improve relationships between lawyers and their clients.

The Basics

When a client first hires a lawyer, what should the lawyer do to establish the lines of communication? Among the initial steps, ask how the client wants you to communicate with her. Does she use e-mail? Does she prefer a telephone call? How often does she expect updates on her matter? Different types of matters may require different types of communications. For example, if you are working with a team of other lawyers and a group of in-house lawyers as well as business executives, you will use a different level of connectedness and communication than if you were a solo practitioner representing one client in a personal injury matter. But, whether it is a corporate or individual client, you should also determine up front how your client defines being connected. Ask a series of questions: What is your expectation for how soon you should get a return call? Do you want to be called on your cell or office phone? Do you use a smartphone, and if so, do you prefer an e-mail rather than a phone call if we need to reach you quickly? If we cannot reach one member of your team, who is the designated backup?

By the same token, lawyers should also give each client their preferred contact information, including how to be reached in case of emergency. Many lawyers give clients a booklet, in print and PDF formats, with biographies and contact information for everyone on the team. Many law firms have Web sites that allow clients to log in as guests to access a variety of information related to their matters. Especially if you want your clients to view you as an important resource in their lives, commit to being available whenever they might need you.

Lawyers’ Listening Skills

What can law firms do to improve their connections with clients? The first step is to acknowledge that it is important. The next is to ask clients for their preferences. The third is to help individual lawyers be more comfortable asking questions and listening for the client’s answers. While asking good questions and listening hard is key to the rainmaking process, it is also an essential part of today’s mission to deliver outstanding service to clients, and it needs to begin in the first year of practice.

Many firms provide training in client relationship building, listening skills and staying close to clients, which may be particularly useful for young lawyers eager to be successful and build their own client base. Such training should be taken advantage of and practiced to the extent possible with clients and even with more senior attorneys within the firm. Establishing a foundation of relationship building skills through training and utilizing the skills whenever possible will help prepare a young lawyer for greater success when working independently with clients.

In addition, newer lawyers may also have an opportunity to work with younger members of a client’s team. In situations like this, the lawyer may hear about small dissatisfactions that would not be expressed to the lead partner of the client team. Listening and being able to ask clarifying questions can lead to improvements in the relationship that result in deeper connections and more loyal clients.

The Next Steps

As a lawyer handles a matter for a client, there are many opportunities for successes and disappointments. Better connections increase the success ratio. According to reports from many clients, the most important element is for the lawyer to ask the client questions like these: How am I doing? How can my team and I serve you better? What more should we know about your operations, future plans, etc., that will help us do a better job for you? Is there anything we should change that will improve how we work together?

Asking these types of questions and listening for the client’s answers throughout the matter will help the lawyer learn what changes need to be made. If lawyers wait to ask “how did we do?” at the end of the matter, they will miss the opportunity to make changes that will improve the satisfaction of the ongoing service.

Another way to improve connections with a corporate client is to learn about the client’s business and industry. Many in-house counsel believe that if their outside lawyers do not understand the trends and pressures they face, the lawyers cannot be true advisers. Clients want their lawyers to look ahead and help them anticipate how best to face challenges and new regulations that affect their business planning and decision making.

The best way to stay connected is to schedule a meeting with a client off the clock. Make it clear that this meeting is the client’s time to share with you concerns and challenges. Begin by thanking the client for his business. Then, listen carefully and ask questions to learn more. Your only goal should be to ensure client enthusiasm. It is likely that you will learn about opportunities for you to be of service in the future. If so, be sure to follow up. It is also likely that you will hear some complaints. Be sure to follow up on those as well. A quick way to disconnect with clients is to ask how you can serve them better and then not do it.

Other Connections

Lawyers and clients who work together regularly often develop deep, trusting relationships. Many develop friendships that transcend the matters handled. Getting to know a client’s family, hobbies and other interests often results in more client loyalty. As part of this, offer to support and attend your client’s charity events.

Many lawyers entertain clients and their families at sports, community and cultural events, too. However, it is important to follow the client’s lead. For example, if your client is a single parent, she or he may not want to attend an event alone or just with you. In addition, you might shine in your client’s eyes by giving tickets to an event that you know your client’s child would enjoy. The point is that the more you know about your clients and their interests, the better you will be able to connect in a meaningful way and the more they will know you care.

Notes, birthday cards and holiday cards are thoughtful touches, if you take the time to personalize them. Especially during the holiday crush, one card looks pretty much like another. But a personal note on a very simple card or your letterhead thanking the client for her business and wishing her well in the coming year will be appreciated and remembered.

Clients want to feel important and special in the eyes of their lawyers. It is sometimes said that “your clients don’t care how much you know; they want to know how much you care.” It is a given that you do great work. The best way to help your clients feel important is to go above and beyond, and that includes staying in touch with them. Whether it is by e-mail, telephone or in person, make staying connected part of your everyday routine.