Of all the tips I offer that are low cost or no cost marketing, this is the one that is free and generates the most return on your investment of time. Simply put, learn to stage your client service within your law firm.

Staging client service means setting the props from the answering of the phone to the look of the office to the presence of the employees. All of this is designed to have the client make an instant and positive impression of your firm. Nothing else generates more client referrals than the right stage setting. Here are some long time tools I have used in setting up client service based firms.

1. The Front Desk person is your most important tool for client marketing. The number one attribute for this person is people skills. Don't load them down with task after task that makes answering the phone or greeting clients with enthusiasm impossible. Praise and reward them for making your clients feel welcome. Anything less kills the new client right from the start.
2. Stage your lobby area to be client friendly and the Front Desk person as the host. Let the Front Desk person's job be to welcome them into the law firm home by offering them beverages and chatting with them. Your lobby area should be bright, clean and offer up reading materials. Showcase your accomplishments on the walls. Put your best foot forward. First impressions count.
3. Teach all employees they never enter the lobby without greeting anyone waiting there. A simple smile and 'good morning' works every time. One of my pet peeves is to wait in the lobby of a law firm and hear staff (including lawyers) talking about personal things at the Front Desk. The Front Desk is not the social center of the law firm. Make it a rule!
4. Always greet your client yourself. Sending someone out to bring the client back immediately makes the initial meeting about ego. The same holds true for escorting them up front when finished. Make the client feel a part of the law firm by introducing them to staff or lawyers as you pass by them. This makes the client feel important.
5. No interruptions while in conference unless the building is on fire or the Judge himself or herself is on the phone. You should be smart enought to allow sufficient time to meet with the client. If there is not time make sure you offer another appointment.
6. Whether or not someone retains you in client service is irrelevant. If they don't retain you they become a mini-marketer for you if you treat them right. I have seen to many referrals to law firms from people they never represented because they were treated right.
7. Decide for yourself the look of the employees. I have seen totally casual firms to very professional looking firms with respect to dress. The only thing I can tell you is that while it must represent the personality of the firm more importantly it better meet the personality of the client.

Disney teaches that every employee from the street sweeper to the CEO is on stage at all times. Signs are posted at doorways into the public areas that say "SMILE YOU ARE ON STAGE". And they train, train and train again that the customer (or client) rules!