Winning a client is only the first step. Keeping them – year after year – is where the real work begins.
Client retention isn’t just about being ‘good at the job’. It’s about staying relevant, proactive, and connected – even when things are going smoothly.
We work with lawyers and BD teams across the UK, and we see the same pattern time and again:
It’s not the dramatic missteps that cause client relationships to drift.
It’s the slow fade. The missed moment. The lack of rhythm.
Here’s how to avoid that – and build relationships that last.
1. Don’t wait for a problem to reach out
Too often, communication is reactive – driven by instructions, deadlines, or issues. Clients want to feel like you’re thinking about them before they appear in your inbox.
✅ Schedule regular check-ins
✅ Share a relevant article or update
✅ Flag a change in their industry or a regulation on the horizon
✅ Ask, “How are things going internally?” even when no work is on the table
Reaching out before you’re needed shows you’re paying attention – and that you’re in it for the long haul.
2. Understand what the client really needs — not just what they asked for
The best lawyers don’t just respond to briefs. They anticipate them.
That means:
- Understanding the client’s business priorities – not just their legal ones
- Knowing how they’re measured internally
- Being clear on their pressures, board dynamics, and growth plans
When you understand context, you can tailor advice, spot opportunities, and move from supplier to strategic partner.
3. Be consistent, not just brilliant
One-off wins don’t build trust. Consistency does. The clients who stay are the ones who know what they’re going to get – in tone, quality, response times, and communication style.
That might sound simple, but it’s easy to overlook. Especially when things are busy.
Ask yourself:
- Are our interactions always clear and useful?
- Do we follow up when we say we will?
- Are we making life easier – or adding to their to-do list?
Consistency builds comfort, and comfort builds loyalty.
4. Avoid the common pitfalls
Here are some of the top causes of quiet attrition – and how to counter them:
🚫 Lack of visibility: You only speak to one person at the client side.
→ Action: Broaden your relationships across the business early.
🚫 Too much ‘selling’, not enough listening
→ Action: Make space for their concerns. Don’t just pitch – ask.
🚫 No clear value between matters
→ Action: Share insights, offer briefings, or invite them to sector events.
🚫 Inconsistency after the initial engagement
→ Action: Set and stick to internal service standards – even for familiar clients.
In summary
Client loyalty isn’t just earned through great advice. It’s built through trust, visibility, and value – delivered consistently over time.
The lawyers and firms that retain clients for the long haul aren’t just technically excellent.
They’re intentional.
Proactive.
And genuinely invested.
If your firm wants to strengthen client retention – through training, BD planning, or coaching – we’d love to help.
Or explore how we support firms like yours here.