Law Firm Clients Should be Seen, Not Heard
In 99% of businesses in the world, it is common knowledge that there's no better way to fail in a business than to fail to listen to a client's needs. These unique characters represent the other 1%...
- The Fortune Teller CEO This visionary individual moonlights as a predictor of client needs. He/she has an amazing product and knows it. The client's feedback is irrelevant to him/her because the client "doesn't really know what he or she wants anyway", and when confronted by marketers with "but doesn't the client know best" typically answers: "if the client was so smart, he or she would have my job." Analogies to royalty are often made such as "I need to have a 'king-to-king' conversation with the CEO of the other company." Usually enjoys speaking to crowds - doesn't much enjoy when the crowd speaks back.
- The Injury Lawyer with the Highest Verdict in the State He/she is the greatest thing in the history of the legal profession. There isn't a soul who hasn't heard about the $40 Trillion verdict. There are 100+ outdoor ads featuring this individual's face, including billboards, bus stops, benches and little league fields. Would not recall that customers existed, but for those nagging phone calls demanding a status on the settlement check. As the self-proclaimed best lawyer in the state, country and probably even the world, he/she automatically assumes any client that walks through the door will sign a retainer agreement immediately upon seeing the holy light of legal stardom shining down upon them.
You get the picture... I know, you want more characters, but it's getting late and I'm not feeling that creative right now.
The point I am trying to make is that it doesn't matter who you are, or what type of business you are in. You have to make an effort to continually listen to your customer. Let me give you a personal example. Most doctors automatically assume that if they are good at what they do and accept the right insurance, clients will follow. Well, I happen to be slightly wary around doctors... phobia stemming from a mean doctor in my childhood, who knows? As a result, I find it extremely important that the doctor I see has a pleasant demeanor, in addition to other qualities. Now think about how a doctor would know that smiling more and being pleasant and positive is such a critical part of retaining my business?
It is no different with lawyers. One particular client may be your multi-million dollar opportunity that will propel your firm to stardom and this individual may walk out the door because something you deem to be trivial is important to them.
Now, you can't please 100% of the people 100% of the time, but stepping out of one's aura of importance and placing oneself in the shoes of the client is vital to building a successful practice. By being empathetic and truly listening to the client, you may learn things about his or her preferences that you never anticipated and can focus on your strengths that cater to this client's unique priorities.
When you go through the same motions: file claim against insurance carrier, submit demand package, negotiate, receive check - it is easy to fall into the trap that everyone should be treated the same way. A little extra care, listening and personal touch can earn you additional clients and the potential referrals that go along with them.
- The Fortune Teller CEO This visionary individual moonlights as a predictor of client needs. He/she has an amazing product and knows it. The client's feedback is irrelevant to him/her because the client "doesn't really know what he or she wants anyway", and when confronted by marketers with "but doesn't the client know best" typically answers: "if the client was so smart, he or she would have my job." Analogies to royalty are often made such as "I need to have a 'king-to-king' conversation with the CEO of the other company." Usually enjoys speaking to crowds - doesn't much enjoy when the crowd speaks back.
- The Injury Lawyer with the Highest Verdict in the State He/she is the greatest thing in the history of the legal profession. There isn't a soul who hasn't heard about the $40 Trillion verdict. There are 100+ outdoor ads featuring this individual's face, including billboards, bus stops, benches and little league fields. Would not recall that customers existed, but for those nagging phone calls demanding a status on the settlement check. As the self-proclaimed best lawyer in the state, country and probably even the world, he/she automatically assumes any client that walks through the door will sign a retainer agreement immediately upon seeing the holy light of legal stardom shining down upon them.
You get the picture... I know, you want more characters, but it's getting late and I'm not feeling that creative right now.
The point I am trying to make is that it doesn't matter who you are, or what type of business you are in. You have to make an effort to continually listen to your customer. Let me give you a personal example. Most doctors automatically assume that if they are good at what they do and accept the right insurance, clients will follow. Well, I happen to be slightly wary around doctors... phobia stemming from a mean doctor in my childhood, who knows? As a result, I find it extremely important that the doctor I see has a pleasant demeanor, in addition to other qualities. Now think about how a doctor would know that smiling more and being pleasant and positive is such a critical part of retaining my business?
It is no different with lawyers. One particular client may be your multi-million dollar opportunity that will propel your firm to stardom and this individual may walk out the door because something you deem to be trivial is important to them.
Now, you can't please 100% of the people 100% of the time, but stepping out of one's aura of importance and placing oneself in the shoes of the client is vital to building a successful practice. By being empathetic and truly listening to the client, you may learn things about his or her preferences that you never anticipated and can focus on your strengths that cater to this client's unique priorities.
When you go through the same motions: file claim against insurance carrier, submit demand package, negotiate, receive check - it is easy to fall into the trap that everyone should be treated the same way. A little extra care, listening and personal touch can earn you additional clients and the potential referrals that go along with them.
Labels: attorney legal marketing, how to get more law firm clients, law firm lead generation, law firm marketing, more law firm leads
posted by John @ 5:56 PM
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