January 2000 

"I Hope You’ll Come Back"

by Jeff Tolman
Guest Editor

I got my hair cut recently. Not a big deal; not really even many hairs to chop off. Barbers don’t lie awake at night wondering how they’ll handle the chore if I stroll into their shop. Like many aspects of my life, this is not much of a challenge.

As cutting what’s left of my locks is simple, there are three or four different local barbers I go to. Most recently I went to Sarah, a pleasant lady and a good barber. As always, she did a nice job on what hair I still have. As I paid her, Sarah said, "Bye," and I left — a short-haired, satisfied customer.

On my way back to the office, it struck me that Sarah never "closed the deal." If she had simply said, "I hope you’ll come back in a few weeks and see me again," or "Come on back next time," to let me know she wanted my business, she would always cut my hair. The reason I shop around is because neither she, nor any of the other barbers in town, seems very enthused about having me as a regular customer.

So I took a look at how I treat my clients. Do I let them know that I appreciate their business, that I want to be their only lawyer, and that I don’t want them to shop around?

My self-assessment wasn’t what I’d hoped for. Though I always strive to be cordial and professional, too often I assume good work will, by itself, assure a client’s return. Perhaps that was true in the old days when lawyers were revered and it was a seller’s market. In the present buyer’s market, consumers (like me with my haircuts) want something more. We want to be thanked, appreciated, romanced a little and asked to return. Good service and these expressions will almost always get a client or a long-haired customer back.

In response, I decided to make a special effort to get my clients to return. Each client was greeted with an enthusiastic handshake and welcome. My staff and I decided to take an extra minute to talk to clients in the office. We had laminated cards made for clients’ estate planning documents: "My Original Will, Directive to Physician and Durable Power of Attorney are at Tolman Kirk." I made sure to thank my clients after each appointment. I let new clients know there are a lot of fine lawyers around, that I appreciate their business, and that I want to be their lawyer — their only lawyer — forever.

As I thought about appreciation of customers, I recalled my first doctor’s appointment in Poulsbo, a routine visit. At the end of my exam, the doctor asked, "Do you have any questions?"

"Yes," I responded, "What is your home telephone number?"

"WHAT?" the doctor asked.

"Your home telephone number. If I’ll trust you with my health, I certainly would expect you to trust me with your home phone number."

"You’re kidding."

"Not at all," I replied. "If you won’t give it to me, I’ll find a doctor who will."

Begrudgingly, he gave me the number and has been my doctor ever since. I have never called him at home. He had shown me that he was willing to make some effort to keep my business. That’s all I needed to know.

A client came in for a will today. Not a big deal — not many assets to distribute. I had not lain awake last night wondering how to handle the case. When she left, I thanked her and let her know I appreciate having her business and want her to see me if she has future legal needs. Next time, maybe I’ll ask if she knows a good barber.

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