Let's get two obvious points out of the way right up front, so we can get to the part of this article that helps one grow their law firm—not just "despite" the pandemic, but because of it.

First, the pandemic has definitely changed the thinking of many small-business owners. Our economy is in deep trouble and small businesses, which are a firm's clients and the employers of its clients, are at great risk. That means law firms can be at risk. Time for a new way of thinking about the business of how to manage a small law firm.

Second, long-term relationships with clients and referral sources are the lifeblood of all successful small law firms. And to measure success, I use a three-part test:

• Does the law firm provide enough income for the owner(s) to live the way they want to live, not just "get by"?
• Does the law firm operate efficiently enough for the owner to be able to have a life outside of the firm?
• Does the law firm operate at a sufficient scale for the owner to feel fulfilled by making a positive impact on the world?

Obviously, it helps in each of these areas if the firm already has long-term relationships with its clients. OK, at this point there are two different camps of Texas lawyers reading this: those who already knew these obvious points and have systems in place to cultivate long-term relationships with clients; and those who are really leaning in right now, hoping I'm going to share a simple, cost-effective, and proven-to-work system for all practice areas.

Oh, and it would be great if the system would begin generating some extra income right away, too. Good news. I'm about to deliver…

Step 1: Shift from thinking of the client, case or matter as a client, and begin thinking of the person … as a person. I know, brilliant! Right?

Step 2: Think of that person as a "whole" person with a spouse, children, a home, employees or supervisors, and their own personal and professional hopes and dreams for the future. All of which are being affected right this very moment by the pandemic.

Step 3: Begin thinking of oneself as not only an "attorney at law" but as an "attorney and counselor." That allows one to counsel people regarding all the challenges, issues and opportunities in their life instead of limiting the attorney-client relationship to just the narrow legal issue they brought for technical help.

The law firms that are struggling the most during this pandemic think about getting a client so they can "get business out of that client" once or twice. The law firms that are thriving during this pandemic think about finding opportunities to be of service to a person—in order to earn the right to call that person a client. Remember: while it is true that only a licensed attorney is permitted to practice law, a license doesn't prevent an attorney from helping with non-legal problems, too!

So here's what to do today to begin building long-term relationships with clients. This is, right now at this very moment, producing positive results for hundreds of Members of How to Manage a Small Law Firm, the firm I own and operate that manages more than 400 thriving solo and small law firms across the country.

Pick up the phone and call favorite former clients with whom you haven't had contact in a while. Say the following words (not by text or email): "You're one of my favorite clients. I apologize that we haven't spoken in a while. I am calling to see how you are doing."

I know what you're thinking: with my obvious ability to craft such eloquent and effective lines, I should become a Hollywood screenwriter. But no, I am here to help you grow your law firm!

Now here's the tricky part. They're not, at first, going to believe that you really care that much. After all, you didn't put a system into place to maintain top-of-mind awareness with your former clients, and so this person hasn't heard from you in a while.

No matter, today is the first day of the rest of your life. So, when they offer a polite response like, "Everything is fine, how are you?" Do not fall for it! Everything is not "fine." The truth is they've got problems and opportunities in their life right now; they just don't think you care.

So, before you make your first call, take a few minutes to write out a list of topics that your former clients usually still struggle with after your firm resolves their case or matter.

When they say, "Everything's fine, how are you?" simply say, "I'm doing well, thank you for asking. I'm glad to know you're doing fine. Do you mind if I ask you some questions about some issues I'm checking in with my clients about, issues that seem to be important these days?"

That's it. You've now begun to create long-term relationships with your firm's clients. No fancy technology or expensive advertising budget necessary. You may even find that you don't even need a whole bunch of "new" clients to grow your law firm during this pandemic.

RJon Robins is founder and CEO of How to Manage a Small Law Firm, the leading provider of management services for solo and small law firms in the country. How to Manage a Small Law Firm currently manages more than 400 law firms nationwide and is a proud sponsor of the Law Firm Assist Pandemic Response Project. Visit www.LawFirmAssist.com for a variety of completely complementary resources to help you grow your law firm.