Lawyers who understand the business and industry of their clients have an easier time retaining good clients and asking for higher fees. But what are some of the key steps to understanding your client’s business even when you haven’t had first-hand experience working in their industry?

Conduct On-site Visits

Tour your client’s facility. While it may feel like a big time burden to do on-site tours, doing so will pay off in the long run. Taking the time out to tour the company’s facility sends a clear message that you care. Even if you choose to only do on-site visits for your most important clients, this will go a long way in helping you get a better understanding of their business and industry.

Plug Into An Info Feed

If you’re relatively new to servicing the industry, get on as many relevant newsletters, blog feeds, and social media networks as possible. Read everything you can get your hands on—the client’s website, promotional materials, books, articles, case studies etc. The more you can absorb about the industry the better your understanding of the business will become over time.

Join An Association

Find the most valuable industry association you can and join it.  Joining an industry association will give you access to the most important players in the field and will offer you opportunities to learn more. Remember, most associations send out newsletters that are filled with information on workshops, conferences, and industry trends and news.

Know The Language

Nothing helps you understand an industry’s culture more than learning its language.  Every industry has its own lingo, and you should be able to speak it fluently. When a client uses catch phrases and acronyms that are specific to their industry, your ability to understand will increase the client’s confidence in your abilities.

Interview The Client

If you’re just beginning to service an industry, take the time to interview the client about their business and about their industry. But do your homework first. Your interview should include questions that aren’t easily answered through an online search.  

Know The Competition

At the very least, you should have a cursory understanding of your client’s competition. How strong is that competition? And how does your client’s current legal issues factor into their ability to compete effectively.  In other words, you need to know what about the competitive landscape keeps your client up at night.

Get A Schedule

You should understand what key dates are important to your client so that legal related work and meetings can be scheduled so that they don’t interrupt the flow of your client’s business. For example, if you know that your client has a big sales crush in the middle of October, you might want to discuss with them how they want to handle legal issues that pop up during that important time. Your client will appreciate your thoughtfulness.

Understanding your clients’ business creates a win/win situation. It’s a win for your client because understanding their business helps you deliver your legal services in a way that benefits them the most. And it’s a win for you because delivering excellence improves your reputation.  

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Jane Oxley is President of Smokeball, a productivity and case management software provider that increases efficiency and profitability for solo attorneys and small law firms. Jane’s worked in the legal field for her entire career, spending over 20 years engaged with small law firms. She has a strong affinity with small law firms and the crucial role they play in the communities they serve and is passionate about helping them work towards more productive and less stressful practices.