Dear Snap-D: What is a good way to integrate our client entertainment efforts? Currently each attorney entertains as they see fit, but we would like a more organized approach. Please offer some suggestions.

A: Many firms don’t think of the integrated approach to client entertainment, which truly is key, especially when the firm seeks to introduce more attorneys within the client office.

I’m a firm believer of learning and knowing your client base and tailoring a program to that group. For example, rather than hosting a firmwide client golf outing, take that budget and divide it into three separate groups.

One budget bucket can be for the clients who enjoy golf. The second budget bucket can be for a spa day and the last bucket can be for theater tickets and dinner. I’m simply shooting out possible ideas, but you get the picture, right? You won’t be able to please everyone, but you will be more inclusive by offering various client development opportunities over one that everyone will expect to enjoy. Now go get the partners who will spearhead and begin planning!

Q: Most of my clients are not in the state of Illinois. I would like to visit my clients, but each time I suggest dates they mention they are busy. Someone suggested I tell him or her I will be in town and create the visit accordingly. This seems a bit haphazard to me since it’s quite an effort to get on a plane, ride to their office, etc. What are your suggestions?

A: Many clients do not expect you to make a special trip just for them. However, it’s imperative you visit your clients at least once a year. If you have more than one client in a city, try to see if there is some sort of business you can conduct with the other clients, or if there is other business in the area that can be generated.

Or, are there other contacts in the area that would be beneficial for you to meet? I agree with you, do not make a special “drop in” visit for one client. This seems like a waste of time, which could actually work toward your favor, but time is too valuable to waste on these types of games.

Take some time to see who is within a 50- to 100-mile radius and try to make as many appointments as possible, including clients, prospects and meeting with connectors. When you have three to four solid appointments, I believe the trip will be worth it.

Q: We are planning our annual partners retreat and would like to invite a speaker. We would like the speaker to be inspirational yet help implement some changes in behavior across the firm. What type of speaker do you recommend?

A: The type of speaker you select, who has the characteristics you mention, shouldn’t be a problem. The type of speaker you select will be driven by the content you would like them to discuss.

If you are looking purely for inspiration, then a motivational speaker would be appropriate. If you are looking for someone to help you with strategic planning, then a legal marketing professional who is versed in strategic planning would be appropriate. If you were looking for a leadership talk, then a leadership speaker would be appropriate.

I think you get the idea. There are speakers for virtually every topic under the sun. I would suggest speaking with leadership at the firm to first identify what you would like the speaker to accomplish. Once you have identified this, then you start looking for the speaker who can accomplish the task.

Through my experiences, it always helps when you have someone who understands the legal profession so that the ideas are practical and transferable to the attorneys’ work.