How to Make and Keep a Customer

How to Make and Keep a Customer

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Course Overview

The course title comes from the prolific management writer Peter Drucker – he used the phrase to define the sole purpose of business.

On any management course for lawyers, when asked, some 95 per cent of delegates confirm that the ‘purpose’ of their firm is to ‘make money’! And by this term most mean ‘profit’ – i.e. that amount of money left after paying for the costs of trade (over a given time period). So far, so obvious!

But that ‘purpose’ is worthy of some analysis… that purpose cannot be fulfilled until we are able to make a customer (bring their needs to our door) or keep a customer (develop loyalty or have them make a recommendation).

This course aims to show you how.

What are the requirements?

  • Watch the recorded webinars and review the supporting documentation
  • This course provides 3 CPD points

Learning Outcomes

  • On completion of this course you will:
  • • Understand of what it feels like to buy legal services
  • • Know where price sits in client engagement decision-making priorities
  • • Understand the importance/performance matrix to achieve focus on those things that matter
  • • Be able to define the difference between ‘features’, ‘advantages’, and ‘benefits’ and what to communicate to clients
  • • Have discovered a template to understand what is crucial to clients across the whole marketing mix – and why these issues are your responsibility
  • • Know what impact client satisfaction has on ‘loyalty’ – and what to do to excel in gaining recommendations

What is the target audience?

  • This course is suitable for practitioners and law firm employees of all levels


About Instructor - Mac Mackay


Mac has a wealth of practical management experience running his own successful consultancy practice, and has been a popular lead speaker on the Datalaw SRA Management Course Stage One and Two.

He is author of Motivation, Ability & Confidence Building in People and Recruiting, Retaining & Releasing People both published by Butterworth Heinemann (2007). Mac is also a Chartered Manager and a qualified sports coach.

Course Curriculum

Recorded Webinars

  • Part 1
  • Part 2
  • Part 3
  • Part 4
  • Part 5
  • Part 6

Supporting Documentation

  • Workbook
    34 Page


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  • Price
  • £ 80