Client acquisition
Definition and classification
Client acquisition refers to all activities aimed at winning new clients for a law firm and maintaining or expanding existing relationships. In the context of law firms, client acquisition often stands for the targeted approach of potential clients as well as measures to present the law firm and its range of services. This is a continuous process that represents an important part of entrepreneurial activity in the everyday professional life of legal professionals.
Client acquisition should not be confused with the mere processing of a mandate; rather, it explicitly refers to the phase before the actual acceptance of an assignment.
Significance and typical areas of application in day-to-day law firm work
In the daily operations of a law firm, client acquisition plays a central role. It forms the basis for economic success, as only the ongoing acquisition and retention of clients can ensure sustainable growth and the workload of the firm.
Typical areas of client acquisition include: Initial contacts with potential clients: Personal meetings, telephone calls, or written communication in which the law firm’s services are presented. Maintaining existing relationships: Regular contact and providing current clients with information on trends, developments, or services rendered. Networking and relationship building: Participation in professional events, trade fairs, or other events to make and deepen contacts. Digital visibility: Presence on websites, on social networks, or through online marketing measures that increase the firm’s reach.
Processes, procedures, and methods of client acquisition
Client acquisition comprises various processes and methods that can be combined for use. Common steps include:
Identification of target groups
At the beginning of acquisition activities stands the systematic identification of target groups. This determines which groups of people or companies could become clients. The selection is based on the firm’s specialist fields and strategic goals.
Approach and establishing contact
The initial contact can be made in various ways, for example by telephone calls (“cold calls”), personal recommendations, networking events, or mailing of informational materials by post or email.
Presentation of the range of services
Subsequently, firm staff present the service portfolio and answer initial individual questions. The dialogue should aim to identify the needs of the potential clients and highlight appropriate solutions.
Offer creation and conclusion
If both parties are interested, a concrete offer is prepared. After coordination and, if necessary, negotiation of terms, the client awards the mandate.
Follow-up and relationship management
Beyond the awarding of the mandate, relationship management is crucial: through regular contact, information sharing, or feedback discussions, the connection with the client is strengthened and the potential for follow-up assignments is increased.
Framework conditions and standards
Client acquisition is subject to various organizational, technical, and ethical framework conditions that shape everyday life in law firms.
Organizational requirements
Law firms establish individual strategies and procedures for acquisition. Tasks such as acquisition, mandate processing, and administration are often clearly separated. Setting goals and monitoring success support the management and optimization of acquisition activities.
Technical tools
Various technical support tools have become established to support client acquisition: Customer Relationship Management Systems (CRM): These databases help record contacts, document interactions, and plan targeted communications. Email marketing software: For sending newsletters or event information. Digital calendar and planning tools: Facilitate the organization of meetings and tasks.
Common practices
It is standard practice in the industry to observe discretion and integrity in client acquisition. Communication measures are designed to meet the needs of potential clients and to comply with applicable legal frameworks, such as advertising and data protection laws.
Practical relevance: Client acquisition in everyday law firm operations
In the daily operation of a law firm, client acquisition and case processing are closely intertwined. Employees, for example, take on tasks such as: Research and monitoring: Identifying potential clients by studying industry portals or press releases. Networking: Participating in events or organized meetings with business partners. Preparation of informational and presentation material: Preparing presentations for use in initial contacts. Maintenance of existing mandates: Organizing feedback meetings or follow-up appointments. Teamwork: Joint planning of acquisition measures within the team to leverage synergies.
For newcomers to the profession, client acquisition offers the opportunity to take on responsibility, develop communication skills, and contribute to the economic success of the firm.
Opportunities and challenges
Client acquisition presents both opportunities and challenges:
Opportunities
Own career development: Early involvement in the acquisition process enables the development of contact and communication skills. Strengthening client loyalty: Direct client contact fosters a better understanding of expectations and needs. Personal network: Continual acquisition activities lead to a growing professional network.
Challenges
Time management: Balancing casework and acquisition work requires good organization. Rejection and competition: Not every contact attempt leads to success; setbacks are normal and part of the learning process. Regulatory requirements: It is necessary to observe legal requirements when dealing with potential and existing clients.
* Confidentiality: Discretion must always be maintained in communication.
Frequently asked questions
What is meant by client acquisition?
Client acquisition includes all measures by which a law firm actively acquires new clients or maintains relationships to secure follow-up assignments.
What methods of client acquisition exist?
Methods include personal meetings, telephone contact, networking events, online marketing, and sending informational materials.
Who is responsible for client acquisition in a law firm?
As a rule, several employees – regardless of career level – are involved in the acquisition process. The approach is often coordinated within the team.
Is client acquisition also important for career starters?
Yes, because it helps develop important skills in client contact and make a sustainable contribution to the firm’s success.
What role does data protection play in client acquisition?
Data protection must be strictly observed. Only data necessary and legally permitted for the initiation and management of mandates may be processed and stored.
What challenges should one be aware of?
Time management, dealing with rejection, and compliance with legal and ethical standards are the most important challenges in client acquisition.
This article provides junior staff and applicants with a structured overview of client acquisition and the associated requirements and opportunities in the everyday work of a law firm.
Frequently asked questions
What legal limits exist for client acquisition by Rechtsanwälte?
Client acquisition by Rechtsanwälte in Germany is subject to strict legal regulations, mainly governed by the Federal Lawyers’ Act (BRAO) and the professional codes for Rechtsanwälte (BORA). In particular, aggressive advertising measures and unsolicited direct approaches to potential clients are prohibited contrary to § 43b BRAO, especially if made in an improper or harassing manner. Rechtsanwälte may not acquire mandates by promising success or by granting inadmissible advantages. Only factual, profession-related information activities are permissible. Compliance with data protection regulations, especially pursuant to the GDPR and BDSG, is also mandatory, particularly when personal data of potential clients is processed.
May Rechtsanwälte solicit clients by telephone?
Telephone marketing – cold calls for client acquisition – is generally inadmissible for Rechtsanwälte and is considered an unlawful direct approach, violating § 43b BRAO as well as § 6 BORA. However, telephone contact is permitted only if the potential client has previously given consent (opt-in) or there is an existing client relationship and the acquisition relates to an extension of that same matter. Without such express consent, telephone contact can also violate § 7 UWG (Act Against Unfair Competition) and data protection provisions, which can result in fines and professional sanctions.
How is the sending of advertising emails regulated?
The sending of advertising emails for client acquisition is only permitted to Rechtsanwälte under strict conditions. There is a prohibition on unsolicited advertising by electronic mail pursuant to § 7 para. 2 no. 3 UWG. An exception exists only if explicit, informed consent of the recipient has been obtained (“double opt-in”). Without such consent, sending may be actionable and constitute violations of the UWG and GDPR. Content of emails must be factual, informative, and profession-related; sensationalist or comparative advertising is to be avoided.
What information obligations exist in client acquisition?
In the course of client acquisition, Rechtsanwälte are obliged to fulfill all professional information requirements. This includes, among other things, specifying the competent bar association, the professional title, and naming essential professional regulations. In electronic or written correspondence, the provider identification pursuant to § 5 TMG and the privacy notice pursuant to Art. 13 GDPR must be observed and provided. The recipient must be able to clearly and easily identify from whom and on whose behalf the approach is being made.
To what extent are recommendations by third parties allowed?
Recommendations by third parties (clients, colleagues, or business partners) do not themselves constitute client acquisition in a manner prohibited by professional law, provided that no commission is paid for the recommendation or the recommendation is not linked to other financial benefits. The latter would be inadmissible pursuant to § 49b para. 3 BRAO, since participation by third parties in legal fees is prohibited. Referral marketing is therefore only permitted if it constitutes a voluntary and uninfluenced recommendation and no financial or other advantages are exchanged between the lawyer and the recommending party.
What role do social media play in client acquisition from a legal perspective?
Social media platforms are a permitted means for lawyers to draw attention to their own services, provided that the requirements of objectivity, maintaining professional ethics, and separating professional and private spheres are observed. Posts must not contain misleading statements or create the impression that mandates are guaranteed to be won. Advertising on social networks is also subject to professional and data protection regulations, particularly in the case of targeted approaches (e.g., via direct message) or when using advertising platforms with personal targeting capabilities.
Are there particularities in client acquisition in cross-border matters?
Yes, in cross-border client acquisition, in addition to national regulations, the rules of international and European bar organizations, such as those of the CCBE (Council of Bars and Law Societies of Europe), also apply. Foreign advertising bans and country-specific data protection laws must be observed. It must always be checked whether the recipient’s country has special restrictions or labeling requirements that go beyond German law. Cross-border advertising is also particularly sensitive with respect to data protection law, as issues of data export (especially outside the EU) require an additional legal basis.