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Do not be blinded by the sparkle of new business

The real issue for firms should be how to differentiate themselves when it comes to attracting repeat business, says David Kirwan

14 March 2014

Legal aid changes, the Jackson reforms, and a tough economic landscape have combined to put even greater pressure on legal services to generate new business.

With an openly competitive market, clients now have the ability to 'shop around', and law firms are fighting tooth and nail to attract new customers.

However, with the emphasis on new business, many lawyers are missing a trick - by losing sight of the customers they already have.

Pulling in new clients is all well and good, but the real issue for firms should be how to differentiate themselves when it comes to attracting repeat business. To that end it is vital that we as a sector continually assess not only why clients would choose us in the first instance, but more importantly whether our offering is attractive enough to make them return.

At my firm, we take great pride in our ability to retain clients. In 2013 alone, over 30 per cent of all new matters were from repeat business. Client...

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