S econdly, be willing to refer potential clients to others who have developed the expertise that is required to meet the needs of your potential client. T hirdly, concentrate on improving communication and strong relationships with current clients before seeking new candidates. In all candor, the TQM concept should be your focus with every client - concentrating on delivering a superior quality legal product to meet the stated needs of your client in a timely and cost effective manner. T echniques and devices for effective marketing range from sophisticated seminars to blatant advertising in the yellow pages. You must give very careful thought to what devices are comfortable for you and your current and potential clients.
Aggressive marketing is certainly acceptable and usually necessary for continuing growth.
However, in many communities, there is a very fine line between acceptable, aggressive marketing techniques and obnoxious, unacceptable self promotion. Y ou must develop a clear strategy for retaining present clients and acquiring new ones based upon your own personal sense of acceptable behavior. If you always seek to determine the needs of a potential client before you accept representation, you will take a giant step toward true professionalism and away from potential malpractice claims. This step is vital even when you decline representation of a potential new client. K eep your clients informed about the progress of their matter.