Fees matter only when nothing else matters

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If you’re like most attorneys, you pay attention to what your competition charges and make an effort to keep your fees in line with theirs.

You don’t have to.

Because fees are way down the list of factors clients cite for choosing their attorney. And because there are things you can do to distinguish yourself from your competition, making it more likely that clients will choose you (and stick with you) even if you charge more.

How can you differentiate yourself? Here you go:

Better results.

If you’re better than other attorneys in your field, don’t keep that a secret. Let prospective clients and the people who refer them know you’re better than other lawyers in your field. Prove it by highlighting your accomplishments, reviews, testimonials, and endorsements.

Better service.

Yes, clients will pay more for better service. At least the kinds of clients you want. But quality service isn’t enough, you have to deliver amazing service. You need to be so good your clients wouldn’t think of going anywhere else. So good they want to tell everyone about you.

Specialization.

Clients prefer lawyers who specialize and they’re willing to pay more for them. They see specialists as having greater skills, knowledge, and experience. They believe that a lawyer who specializes can do the job better and quicker and with fewer problems or distractions, and this is worth more to them.

They also prefer lawyers who specialize in their niche, market or type of client.

Know, like, trust.

Other lawyers may do what you do, deliver the results you deliver, give their clients incredible service, but they aren’t you.

You are unique.

When your clients and referral sources know, like, and trust you, they will usually continue to choose you. 

Build relationships with your clients and professional contacts. Get to know them (and their families, partners, and key people) on a personal level, and make sure they know you, too.

Show your market that you are better or different. If you do, your fees won’t matter. If you don’t, your fees will be the only that matters.

More ways to differentiate yourself

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