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What Do Clients Want?
In a previous Tip, we suggested that clients and client behavior are the best indicators of lawyer excellence. Such lawyers may be specialists in esoteric legal disciplines, or they may be generalists who can answer any client need, but it is really not legal skills that define an excellent lawyer in client eyes.
The very first Rule of Professional Conduct (1.1) asserts that "a lawyer shall provide competent representation to a client." But competence is actually a pretty low benchmark. Clients see lawyers as competent, and on a skill level often cannot differentiate among lawyers.
Above all, lawyers perceived by clients as excellent are in complete harmony with what the client desires. It is sometimes said that the best lawyers exceed client expectations. This is obviously a level of performance that goes beyond mere competence, but the nature and degree of "exceeding" can be hard to define.
Client expectations may have originally been set too low. This is a no-win proposition because clients will inevitably expect even greater achievement next time. At some point it becomes impossible to continually exceed what clients want.
The kind of mutual confidence that creates loyalty ultimately is the foundation for true excellence in a lawyer-client partnership. In this instance both sides work together to assess client needs and develop a proactive, preventive law approach. Lawyer and client make recommendations to each other about actions and decisions that are mutually beneficial.
The bottom line is that excellence is defined by performance. Performance is a factor of many different things: communication, understanding and focusing on the client's objectives, use of technology, and specialized knowledge.
The common thread that binds these elements of excellence together is communication. It's essential that the client knows what the lawyer is doing, and that the client approves of the tactics to be taken to achieve the client's strategy/goal. The lawyer can only provide services successfully by understanding the intent and desires and wants of the client,
as well as the client's needs. These may not be the same. Lawyers must communicate with clients at their level of understanding, and do so frequently. Truly excellent lawyers show clients how highly they are valued by how much lawyer communication and interaction they receive. Communication reinforces reliability and trust, and those values are the foundation of perceived excellence.
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Following the worst economic crisis since the Great
Depression, and facing a sea change in clients' demands
and expectations, law firms must respond and adapt
quickly and effectively. Law firms must choose the kind of
law practice they will be; the marketing and business
development tactics they will use; the overhead that is
critical to their functioning; how to price, bill and collect
for services; and how to manage the cash flow cycle.
Success lies in identifying and capturing the right kinds of
clients, providing the services those clients need in ways
that add value, and ensuring prompt payment and the
ability to grow profits. This book, based on the
experiences of Ed and his clients over 20 years of
coaching and consulting, provides the keys to
successfully thriving in the new era.
Now Available
Special New Release Price: $79
Regular Price: $120
Call or Order Online at:
1-800-837-5880
www.lawbiz.com
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Personal Commentary
We continue to create new intellectual property to help lawyers dramatically improve
their profits and reduce their stress! Our latest development is The 3-Dimensional Lawyer, discussing management, marketing and financial issues that challenge lawyers in
today's world. Click here to learn more and/or order this exciting new product.
Best wishes,
Ed Poll
lawbiz.com
lawbizblog.com
www.LawBizForum.com
800-837-5880
Please use the URL below to link to this issue:
www.lawbiz.com/nlimages/tip-6-15-10.html
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What Readers Are Saying...
"No matter how you slice it, there is
no substitute for wisdom and
experience. Ed Poll has
demonstrated both in this eyeopening
book about the essential
elements of running a profitable law
practice. He provides practical
wisdom along with simple ways to
adopt and incorporate best practices
for each. After explaining the pros
and cons of every decision, he makes
recommendations and provides
useful guides disguised as key
principles. Buy the book so you too
can access Ed's wisdom and
experience. It's worth much more
than the investment."
STEWART L. LEVINE. ESQ.,
FOUNDER, RESOLUTIONWORKS
AUTHOR, GETTING TO RESOLUTION;
THE BOOK OF AGREEMENT AND
COLLABORATION 2.0
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