Webinar Recap: The 2025 Playbook for Client Attraction, Retention, and Referrals

Every client interaction today is a chance to stand out — or blend in. As client expectations rise, firms have no choice but to double down on strategies that don’t just bring in leads but convert them into satisfied clients who stick around and refer others. Host Johnny Bissell, senior director of customer success at Lawmatics, and Andy Stickel, chief marketing officer at SMB Team, tackled this growth opportunity head-on in a webinar packed with actionable strategies to help you secure more clients, get more referrals, and build a foundation for lasting success.

Here’s a breakdown of the key takeaways.

Time Stamps of Key Takeaways

0:00 — Make every inquiry count

The webinar kicks off with a focus on pre-scripting and creating consistent, professional processes for initial inquiries. Andy highlighted the importance of scripts that build trust, address objections, and demonstrate empathy. These tools help ensure every lead feels valued and understood, making them more likely to book a full consultation after their initial inquiry.

17:51 — Show your value during consultations

Paid consultations are an opportunity to demonstrate the value of your expertise. Andy suggested framing these sessions as a tailored, problem-solving experience where prospects can see your skills in action. For example, he recommended sharing practical advice during the consultation that clients can immediately use, reinforcing your authority and value. This approach builds trust and positions your services as indispensable.

26:14 — Reduce no-shows with urgency and personalization

Andy shared tips to minimize no-shows and boost attendance rates. He emphasized urgency, recommending consultations be scheduled as soon as possible to maintain momentum. Additionally, sending personalized video messages before the meeting helps build rapport. Combining these strategies with automated reminders makes consultations feel more valuable and encourages attendance.

39:40 — Close more deals by understanding client motives

Andy emphasized that effective sales are about persuasion, not convincing. He explained how understanding a client’s dominant buying motive — the ultimate result they desire — is key to closing deals. By framing your legal services as the best path to achieving their specific goals, you make hiring you a clear and emotionally resonant decision.

52:26 — Ask for referrals and stay top-of-mind

The key to referrals is simple: ask for them. Andy highlighted that many clients won’t refer unless prompted, even if they had a great experience. Regular communication, like newsletters with valuable content, helps you stay top-of-mind. For personal connections, thoughtful thank-you gestures or tracking and rewarding loyal referrers can keep the leads flowing.

Webinar slide deck