I used to sell a course in two versions: “Basic” and “Deluxe”. The Deluxe version had more value at a higher price. Customers got more services and “stuff” and I earned more revenue. 

You should do something similar in your practice. 

Bundle or package your services in ways that are attractive to clients because they get more value and/or the convenience of getting everything they will need from you sooner rather than later, all at an attractive “price”. 

For example, if you have a typical fee package that goes for $5000, consider putting together a higher-priced package that sells for $6500. 

If you don’t offer flat fee billing, consider it, at least for some of your services. Clients like the certainty of paying a flat fee rather than paying by the hour, and you may find more clients signing up (at a higher flat fee) for that reason alone. 

There’s another reason for offering higher-priced packages, however. It often generates more sales of your lower-priced or “regular” package because of a phenomenon known as “price anchoring”. 

It’s about perceived value. 

Your $5000 package appears more “affordable” because the client compares it to the $6500 alternative. If you only offer the $5000 bundle, however, the client has the choice of paying that or paying nothing, e.g., telling you they’ll think about it. 

Even if nobody signs up for your “Deluxe” package, you will often earn more due to the increased sales of your lower-priced package. 

Reason enough to get to work on your Deluxe package. 

When you have a client or prospective client who wants to negotiate on fees, you know what to do. Firmly and politely tell them no. 

But tell them why. 

Explain that your fees are reasonable, you do good work and deliver great value, your clients are happy, and if you were to give one client a lower fee than everyone else, it would be unfair to your other clients, and to you. 

You might explain that yes, your fees are higher than other lawyers, because you have more experience, so you are worth it. And give them proof—verdicts, testimonials, endorsements, awards—and how this translates to better results for your clients.

You could offer a payment plan, or get set up to accept credit cards. Or ask if they have someone who might lend them the funds or co-sign for them on a bank loan. 

You could suggest that you do part of the work they need or want, at a lower fee, and they can get the rest later. Or you could talk to them about waiting on everything until they’re able to get started. 

Finally, if they just can’t do it, offer to refer them to a colleague you know who charges less.

If these don’t work for them, or for you, thank them for considering you and wish them well. 

This kind of honesty, directness, and posture will often cause the client to figure out a way to say yes. 

Many people have the money but do their best to “get a bargain”. Nothing wrong with that. Smile and tell them no deal. 

You may lose a client or two but you’ll be better offer overall. 

If more than the occasional prospect or client tells you no, however, don’t even think about lowering your fees across the board. You’re not expensive. You just need a different niche or group of clients who can afford what you’re worth.

Getting the Check: Stress-free legal billing and collection

Ever heard that? Maybe not. A lot of prospective clients will simply tell you they want to think about it, or some such, and not tell you what they really think.

But what about those who do?

How do you respond when they say you charge too much?

I’d find out if they understand what’s at stake. Talk to them about what it could cost them if they don’t hire an attorney, i.e., do nothing,, wait, or try to fix the problem themselves.

How much would it cost if the other party got a judgement against them or the tax man cometh and taketh away?

And what’s the value of knowing the problem is being properly taken care of and they can stop worrying about it and get on with other things?

More than anything, we sell peace of mind.

There’s a cost to hiring an attorney, but there’s also a cost of not hiring an attorney. So when someone talks about your fees being too high, show them what it might cost if they don’t hire you.

But suppose they mean your fees are too high compared to what other attorneys charge?

How do you respond?

I’d tell them it’s true, you don’t have the lowest fees in town, that you’re actually higher than most.

And then I’d tell them why.

You have more experience; you provide more benefits than other lawyers; you deliver better outcomes; you charge flat fees so they know up front what it’s going to cost (unlike other firms). . .

You charge more and you’re worth it.

I’d prove this by providing a boatload of testimonials and reviews attesting to your wonderfulness.

I’d follow that by offering to refer them to one or two other lawyers who charge less (because they don’t have as much experience or whatever) and might be a better fit for their budget.

They’ll see you aren’t defensive, you don’t try to talk them into anything, and you don’t negotiate.

Refreshing, isn’t it? Damn good posture.

You’ll often find that this is all you need to do to win the hearts and minds and retainers of prospective clients.

Here’s how to write your bill to show them they made the right decision.

When you hear from a prospective client who’s first question is, “How much do you charge?” that’s not a good sign.

A prospect who is more focused on price than value, on your fees rather than your solutions to his problem, means you may be dealing with someone who’s going to question everything you do for them and every bill you send them.

So don’t answer that question.

Instead, ask them questions, to learn more about their problem (and pain), to find out what they’re doing now or have done before, and to find out what they want from you, so you can tailor your answer to their situation.

And so you can control the conversation.

You want them to sell you on accepting them as a client, instead of you selling them on hiring you. You do that by asking questions.

When you know enough to quote a fee, you can give them a number or present their options, e.g., Service A or Service B, Package A or Package B. Do this in person or on the phone, if possible, so you can read them, respond to any objections, and close the deal.

Or you can turn the conversation over to a surrogate. “My office manager handles all the fees and billing. . .”

Because someone else can edify you and your capabilities in ways you can’t.

Before any of the above, make sure you have a page on your website that provides general information about your fees and billing practices. No, don’t post your fees. That invites price shopping and discourages prospects from contacting you.

Keep it general. Tell them you bill by the hour or offer flat fees or contingency fees and encourage them to contact you to learn more.

Whatever you do, don’t say “low fees” or “competitive” fees or otherwise suggest you charge less than other lawyers.

Because you don’t (or shouldn’t). And because that’s what attracts people who’s first question is, “How much do you charge?”

How to quote fees and get clients to pay them