An article in my local newspaper a few years ago asked, "What do clients want to know before choosing a business attorney?" The author, an attorney, says to consider these factors:
- Does the attorney guarantee to return telephone calls the same day?
- How are telephone consultations billed?
- How strongly does the attorney support alternatives to traditional litigation, such as arbitration, to reduce the time and costs of resolving disputes?
- How much experience does the attorney have with business clients?
- Can the attorney provide referrals and contacts with highly skilled professionals in different industries who can help your company grow?
First, how would you answer these inquiries if a prospective client asked you? Write out your answers and read them as a prospective client would. How do they make you feel? Is there anything you can improve on?
Second, why not create a letter or other document that outlines your policies and commitment, and give it to clients and prospects BEFORE they ask?
Third, notice the last factor–being able to deliver MORE than your core services. The most successful attorneys are not merely draftsmen, advisors, or litigators. They are "partners" in their clients’ success.
Be prepared to help your clients in ways that go beyond your legal services. Take the time to develop contacts in your clients’ fields, so you can make referrals to people who can help them achive their objectives. (If you have a consumer-related practice, be prepared to refer them to building contractors, real estate agents, and insurance professionals, et. al.)
Continually look for ways to provide clients with information and referrals and other assistance that can improve their lives and livelihoods.
If you don’t, don’t say I didn’t warn you when they go looking for someone who does.
