One of the hardest things to do as an attorney is to get clients coming through your office door. After you get them in your office, though, do you have a strategy to keep them there, at least for a sufficient amount of time? You should, as studies indicate that keeping your client longer in the office can lead to more time billed to that client, ultimately increasing the profitability of your practice.
One of the best and most overlooked options is to establish a well-stocked office bar. While popular in the late 1950′s and early 1960′s, the presence of an office bar diminished precipitously in the 1970′s. Lawyers may have been partially responsible for its demise, but savvy attorneys today should bring it back to the forefront of a solid client marketing plan.
What do you need? A trip to your local liquor store to pick up booze, an ice bucket, tongs, at least six double Old Fashioned glasses, and some cocktail napkins. You’ll also need a place in the office to keep your booze and accoutrements, but don’t hide them. Make sure wherever you establish your bar that clients and others see it as soon as they walk in. Nothing says you are relaxed, savvy, and supremely confident than an open bar stocked with gin, bourbon, scotch, and Disaranno.
A word to the wise, though. Times have changed since the early 1960′s, and you’ll need to be careful how you set up your bar and serve clients with free booze. Why? Because today’s diverse client base has a much wider range of drink preferences. The dominant days of bourbon and scotch are over. Any properly-stocked bar in an attorney’s office today should, in addition to scotch, gin, bourbon, and tequila, have at least one bottle of red wine and a good bottle of Puerto Rican rum. It’s also recommended that you have various mixers, including soda, to accommodate the many different tastes clients now have for mixed drinks.
With the right booze selections and prominent set up of your office bar, you should be able to establish a great reputation in the legal community and among your clients. We’ll post later on the top five mixed drinks to attract clients, but in the meantime, let us know the top drink that you use to keep clients in the office and firm profits increasing.