Pictured above: International performance coach Bernie DeSouza has warned solicitors they need to develop trust and rapport with clients

Solicitors are being urged to develop new skills to help them build trust and rapport with clients - or face drastic consequences.

The dire warning comes as the Government prepares to implement measures under the 2007 Legal Services Act which will open the door for organisations such as supermarket giant Tesco and the AA motoring group to provide legal services.

Bernie DeSouza, one of the UK's most respected business coaches, is working alongside leading law firms to explain why it is more important than ever to build better relationships with clients, intermediaries and other professionals.

He believes that law firms across Birmingham, Coventry, Wolverhampton and across the West Midlands, are facing one of their toughest fights yet, against the backdrop of a very challenging economy, and it is crucial that they improve their customer service skills or risk losing clients to new players in the market.

Bernie, of the Leamington Spa-based Global Coaching Company, said: "Solicitors, more than any other profession, need to develop trust and rapport with clients and there is a big problem there at the moment. If you can't engage immediately with your client then you are going to struggle.

"It is vital that solicitors at all levels, not just partners, develop the skills they need in order to read people, interact and help both solicitor and client relax and relate in what are often very stressful situations. That will help them to build trust and rapport which are vital if you are to develop a successful, lasting business relationship with that client."

The internationally renowned executive performance coach, motivational speaker and best-selling author has developed a course designed specifically for solicitors and others working in the legal profession.

Robin Broughton, partner at law firm Browne Jacobson, described Bernie's innovative approach to gaining clients as 'fresh, interactive and challenging'. He added: "Finding new ways to further improve client relationships has never been more important."

Law firms that want to discuss how The Global Coaching Company can help should contact Bernie on 0844 8003233.

Research suggesting anti-competitive practices in the law sector prompted reforms in the Legal Services Act 2007. The Legal Services Board (LSB) is working to see a new framework in place by the middle of 2011.

The reforms have become known as "Tesco law". They will enable big companies such as supermarkets or motoring organisations to own law firms or employ lawyers and offer legal services directly to their customers. The LSB said in future providers, including large retail brands, could seek a licence to offer legal services. It said there would be more choice and better value for the public.

However, experts have warned that the move - which is intended to increase competition and choice for consumers - could see more than a third of local law firms going out of business and have dire consequences for consumers.