Have you read Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force, by Ben McConnell and Jackie Huba? If not I urge you to put it on your reading list. I like the book in part because it focuses on ways to get customers (clients) coming to you.

To get you started, take a look at the website summary. You will see there are six main points in the book. I have used all six of them.

  1. Customer plus-delta: Continuously gather client feedback. I like getting feedback in person rather than by surveys.
  2. Napsterize knowledge: Make it a point to share knowledge freely. I created guides for clients.
  3. Build the buzz: Expertly build word-of-mouth networks. Social Media, blogging podcasts and webinars are new tools you can use.
  4. Create community: Encourage communities of clients to meet and share. I had client roundtables and did firm sponsored workshops for clients and potential clients.
  5. Make bite-size chunks: Devise specialized, smaller offerings to get clients to learn about your service. I offered to do in-house workshops for clients and potential clients.
  6. Create a cause: Focus on making the world, or your (or their) industry, better. If your clients have in-house lawyers offer to partner with them on a pro-bono effort.

Are you doing any of these? If not, create a plan to create client evangelists in 2011 and beyond.