Most lawyers associate marketing activities with winning business from new clients.

However, the majority of most firms' work comes from existing clients.

In these competitive times, every other law firm will be out there searching for new clients and your existing clients (if neglected) can become their new clients.The guru of professional practice management, David Maister, offered the following model of practice development: broadcasting (the advertising, publicity and promotions that most lawyers focus upon); courting; 'superpleasing'; nurturing; and listening.

The latter stages in the model concern developing business with existing clients.

Here are some ideas on how to 'superplease' your clients and thus increase business.-- Exceed their expectations.

The key to 'superpleasing' your clients is to give them more than they expect.

They are then not just satisfied but delighted.

This is where lawyers talk about the 'added value' of their service and it is often key to differentiation.

First, you must find out what your client expects as each client will have different expectations.

For example, some may prefer long to short letters, some will be happy to work with assistants and others will prefer partners.-- Be accessible and responsive.

Research shows that clients value direct access and fast response very highly.

This means that you should give your home telephone number to key clients.

It means talking to your support staff and assistants about allowing direct access to you regardless of how busy you are.

You should ensure that there are procedures and minimum standards for tackling all forms of response whether it is telephone messages, correspondence or enquiries.

Take particular care when you are absent from the office as clients may be left without a contact.

Clients want to feel as if they are your only client.

If they perceive you are too busy then they may instruct someone else.

However, fast response goes beyond simply getting acknowledgements and work out quickly, it means talking to your clients on a timely, proactive basis.

For example, you might explain to them if draft legislation is likely to become law or comment upon speculation in the day's newspapers.-- Give free advice.

Although you might think that every telephone call should generate a charge to maximise billable hours, consider how this affects your client relationship.

A client is less likely to phone you if the clock is always running.

Some firms build an allowance of free advice into their terms and some handle small transactions for major clients without charge.

Others invite clients to lunch regularly where they effectively give free advice on a topical subject.

Free advice will make the client feel they have special privileges.

If they get used to contacting you regularly, it will be easy for you to identify where more in-depth legal advice is required.-- Switch on at the end of a transaction.

If a transaction has gone well then you have an ideal opportunity to talk to your client when he or she is feeling positive.

This is a good time to offer a free 'audit' session where the client can discuss your firm's performance and look at how things might be handled differently in the future.

These discussions cement good relationships and support rapport building.

You might develop a formal system to elicit reactions using a questionnaire.

Advertising agencies undertake such exercises each year where they ask major clients to rate the firm's performance in, and the relative importance of, a series of factors.

The bill should go out as quickly as possible after the transaction, while your good service is fresh in their minds.-- Invitations to hospitality.

The recession made most firms hold back from what could be construed as frivolous corporate entertainment.

However, many of your larger clients may feel that you do not value their business if you do not make the occasional offer of some form of hospitality.

It need not be expensive and a creative mind can generate ideas for many low cost, high appeal events to which you can invite clients to thank them for their continued custom.

A careful review of your client base may reveal that you have some local 'celebrities' who are happy to speak at your events.

Recent 'cost conscious events' have included charity/celebrity cricket matches, dinner with the senior partners, quiz nights for an industry sector, an awards dinner for the best small business, informal drinks backstage with a theatre company and a family day out at a country park.-- Communicate.

Clear communication is vital to maintaining good client relationships.

Make sure that you communicate in the manner and timeframe that your client expects and make sure you modify your procedures to fit those of your clients.

Ensure all conversations and instructions are shared (ie it takes little effort to convert a file note into a client letter) and that future actions, timescales and fees have been explained comprehensively.

Ensure that your client never has to call you to find out what is happening.

Communication has to be two way.

Your clients should be made to feel comfortable about telling you if, when and how they want changes to the service.

This can be achieved through publicising complaints procedures, client surveys, client service partners, client panels, surveys of client satisfaction and audit discussions.

Others in your practice must be familiar with the client and be carefully briefed before any contact.-- Show an interest in their business.

As a lawyer you will have a good grasp of clients' business and you will also have a wide network of contacts.

Go beyond providing a legal service and show that you are looking out for opportunities for them.

For example, send them copies of articles that might be of interest to them even if there is no legal connection.

Ask them what sorts of contacts they seek and try to host situations in which they can meet your contacts.The best way to delight your clients is to put yourself in their shoes.

What would really impress you? What would you consider going beyond the call of duty? How could your advisers delight you? Bear in mind that the new higher levels of service will become the norm and they will start to need even more to be delighted again.