Balancing Client Acquisition and Retention

This chapter examines the vital importance of maintaining a balance between acquiring new clients and retaining current ones in business development. It further explores the evolving nature of client loyalty and the necessity for consistent engagement to sustain long-term relationships.

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In this episode, Steve Fretzin and Matt Dixon discuss:

Client relationship dynamics in professional services
Shifts in legal business development and rainmaking strategies
The role of value creation in winning and retaining clients
Evolving mindsets and habits of successful professionals

Key Takeaways:

Top rainmakers (“activators”) don’t wait for paid work to provide value — they proactively deliver business, trust, and personal value before being hired.
Client loyalty is rapidly eroding; only about 50% of clients today automatically return to incumbent providers, compared to over 75% five years ago.
The most predictive variable of long-term client loyalty is whether clients think of you even when not actively engaged — a sign of strong personal value.
Lawyers should send LinkedIn invites to all prospects and recent contacts to trigger platform algorithms that surface client activity for timely, value-added outreach.

"The best partners lead to their capabilities, not with their capabilities." — Matt Dixon

Unlock the secrets of rainmaking success—join Steve Fretzin and four powerhouse legal experts for Be That Lawyer LIVE on August 27; reserve your spot now at fretzin.com/events.

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Episode References:

Atomic Habits by James Clear: https://www.amazon.com/Atomic-Habits-Proven-Build-Break/dp/0735211299

The Power of Habit by Charles Duhigg: https://www.amazon.com/Power-Habit-What-Life-Business/dp/081298160X

What Today's Rainmakers Do Differently (published in Harvard Business Review): https://hbr.org/2023/11/what-todays-rainmakers-do-differently

About Matt Dixon: Matt Dixon is a Founding Partner of DCM Insights—a boutique consulting and training firm that uses research-backed methods to help organizations better attract, retain, and grow their client relationships. A noted business researcher and writer, Matt is a sought-after advisor to leadership teams around the world.

He is best known as the co-author of several of the most important business books of the past twenty years, including The Challenger Sale, which has sold more than a million copies worldwide and was a #1 Amazon and Wall Street Journal bestseller, and his other notable books include The JOLT Effect, The Challenger Customer and The Effortless Experience. His latest book, The Activator Advantage: What Today’s Rainmakers Do Differently, was released by Harvard Business Review Press in May of this year.

In addition to his books, Matt is a frequent contributor to Harvard Business Review on topics ranging from business development effectiveness to client experience. He holds a Ph.D. from the University of Pittsburgh and currently resides in the Washington, DC area with his family.

Connect with Matt Dixon:

Website: https://www.dcminsights.com/

Book: The Activator Advantage: https://www.amazon.com/Activator-Advantage-Todays-Rainmakers-Differently/dp/B0D8V4SFGP

Other books: https://www.amazon.com/stores/author/B0058M2ORW

LinkedIn: https://www.linkedin.com/in/matthewxdixon/ & https://www.linkedin.com/company/dcm-insights/

Connect with Steve Fretzin:

LinkedIn: Steve Fretzin

Twitter: @stevefretzin

Instagram: @fretzinsteve

Facebook: Fretzin, Inc.

Website: Fretzin.com

Email: Steve@Fretzin.com