In November I attended the ABA Law Firm Marketing Strategies Conference in Philadelphia, where numerous lawyers, marketing partners and other legal professionals from across the country gathered to learn how to integrate key marketing principals into the practice of law, for both small and large law firms. Some of the best minds in the law firm marketing arena presented on an array of topics to broaden the thinking about marketing in U.S. law firms—and how practitioners can incorporate basic principals and essential aspects of marketing to strengthen their practices in the current economic climate.

Among the speakers was James King, in-house counsel of The Boeing Company in Ridley Township, Pennsylvania. In his presentation on “How to Lose a Client in 10 Days,” he highlighted six ways lawyers can lose a client and steps you can take to avoid those landmines. The following recaps his advice.

Steering Clear of Common Landmines

First, it’s a misstep to offer advice sans counsel. King asserted that clients don’t look to lawyers merely for advice, but rather for insights and wisdom into a particular problem. It is more helpful to counsel a client on the full scope and implications of a problem and possible solutions than it is to simply tell someone what to do. There is a difference in perceived value from the client’s perspective.

Second, a quick way to lose a client is to demonstrate a lapse in integrity. Clients want their lawyers to earn their trust through action, not just by their pedigree and resumé. Once a client discovers she has not learned the complete and utter truth about a matter, regardless of how little or how much is at stake, it is difficult to put the genie back in the bottle. Better to keep the lid on this one real tight.

Third, one of the most frequent complaints from clients is that their lawyers fail to communicate with them. Because there are so many means of communications available these days, it is a useful practice to speak directly with your clients regarding their preferred means of communications, meaning whether it is by telephone, e-mail, mail, fax or some combination thereof. Whatever your clients’ preferences, adapt your communication style to respond to their needs. This will send a positive message that you are listening to them and you genuinely care about nurturing the relationship.

Fourth, untimeliness is another common way to prompt a client to look elsewhere for legal services. In corporate environments, for example, often in-house lawyers are required to make legal decisions by committee. A frequent complaint is that their outside counsel do not anticipate this process and, as a result, do not deliver work product in a timely fashion to meet their client’s needs and accommodate their processes. This problem can easily be remedied by directly and regularly communicating with clients regarding their expectations for how and in what time frame they need to receive the components of their ongoing projects.

Fifth, “nickel and diming” is a typical peeve for all kinds of clients. Most clients expect their lawyers to invoice them for outstanding matters and communications, but it reflects poorly on lawyers and their perception of the attorney-client relationship if they invoice for each and every time they have any contact with the client. Lawyers who want to build long-term relationships with clients will be well served to carefully monitor their billable time and resist the urge to bill for every six minutes. In fact, a powerful way to communicate to clients the value you place on your relationship is to include in your monthly invoice one or two instances where you communicated with the client on a matter but did not charge her. Show the time spent, but then beside it cite “ No charge.” Clients love feeling that they are receiving a few valuable “off the clock” minutes with their lawyer.

Sixth, tying into the communications theme, clients appreciate receiving some form of “value-added” service through the lawyer’s use of communications tools such as newsletters, e-newsletters, legal alerts, blogging or other forms of communications devices. While this is a means to help them stay abreast of relevant issues in the law, clients also appreciate hearing about how their lawyers are involved in the community and how they are positioned in the marketplace, which may potentially lead to deeper connections for your clients and their clients.

Lastly, while the six landmines cited above can certainly lead a client to sever a relationship with her lawyer, it is safe to say that if lawyers heed the “Golden Rule” by treating others (in this case, your clients) as you would like to be treated (in this instance, in a corporate sense), fewer clients would decide to change teams and move their business elsewhere.