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When launching a new firm, one might assume that securing the first client requires a flashy and expensive marketing campaign. But according to Ahmad Faraj, it’s consistent, high-quality work – not gimmicks – that brings in that crucial first client.
Speaking on a recent episode of The Protégé Podcast, Ahmad Faraj, the principal and senior lawyer at Faraj Defence Lawyers, discussed the often-overlooked factor that he believes is crucial to securing a lawyer’s first client when starting their own practice.
In the same episode, he reflected on how confronting he found the process of setting up his own law firm due to the limited resources and guidance available to help navigate this complex and demanding journey.
Faraj shared that when he launched his own practice, his first client came from a phone call, just hours after his website went live, from a former client he “had represented back when I was working at another practice”.
While many believe that building a client base requires flashy marketing and reinventing oneself, Faraj emphasised that the most effective way to generate clients in law is through consistent, quality representation and doing the work well for your clients.
“Building a client base is simply just doing a good job. If you work for someone for three years, you’re in court every day, you really can represent over a thousand people because you’re in several courts a day, you really could meet 1,000 different people,” he said.
“If you treat each one of their cases, no matter how big or small, with the same attention you would give to the most serious case in the firm. You’re nice, accessible, respectful, and do a good job for them, showing them that you’ve done everything you could for them. They’re not going to say Faraj Defence Lawyers is a great firm.”
Instead of associating a lawyer with the firm they work for, Faraj noted, clients will tend to “remember your name” who provided them with exceptional service and results when they needed assistance in the future.
Faraj explained that this personal connection often extends beyond the individual client, naturally flowing to others they know, such as a “friend of theirs or a family member or a partner”, who may seek your legal services when something happens to them.
While many believe that building a client base begins only after opening their own firm, Faraj explained that it actually starts much earlier, “while you’re still working elsewhere”, as clients continue to refer your work to others.
Faraj noted that aspiring sole proprietors and firm owners must be mindful of how they behave and interact with their clients, as failing to present themselves in the best possible light can seriously undermine their future success.
“You’re just shooting yourself in the foot. If you’re just disrespectful to clients and you’re dismissive of them, especially if you have ambitions to go out on your own. You want them to remember you personally, you want to leave that personal connection with them, you want to make sure they’re happy,” he said.
While not every case results in a win, Faraj emphasises that what clients value most is the effort their lawyer puts in. This dedication often leads clients to continue supporting lawyers who consistently give their best, even if the desired outcome isn’t achieved.
“Sometimes, you don’t get the result; sometimes, you don’t. But you find that nine out of 10 clients appreciate the effort that they see. If they see you arguing back and forth with a magistrate or a judge trying to make your point on their behalf, they’ll still respect you for it, and they will never turn against you because they saw how hard you want to fight for them,” he said.
