Client relations

Why can’t lawyers answer a simple question?

February 29, 2016 by David M. Ward

My wife wants to know what I want for lunch. A simple question, right? So why can’t I give her a simple answer? Why do I say, “I don’t know?”

Because I don’t know. I haven’t thought about it. I need to consider my options.

What did I have for breakfast? What time is dinner? Do we have any cool leftovers? What sounds good to me?

You’re a lawyer. You know the routine.

Oh, I’ll have an answer eventually. It’s just lunch, after all. But my wife is busy and can’t wait for me to go through my decision making process. “How about a turkey sandwich?” she’ll say, or even better, “Would you like turkey or roast beef?”

Smart girl I married.

She knows I think like a lawyer.Â Lawyers say things like “I don’t know,” “I need to think about it,” and “it depends”. And, just when you think we’ve finally answered your question, we go and spoil it by saying, “on the other hand. . .”

If you ask my wife about this subject, I think she would tell you that the most frustrating thing I do is answer questions with a question.

Why do I do that? I don’t know, why do you ask?

Holy crap, I must be annoying.

Okay, here’s the thing. If the people who love us find our lawyer ways difficult, what must our clients think? They hire us to answer questions and provide solutions. Hearing us say, “I don’t know” must be a little off putting.

What we need to do is school our clients and prospects so that they understand how our minds work. We need to educate them that when we don’t have an immediate answer, when we go back and forth with on the one hand and on the other, we’re going through a natural process of weighing the possibilities and reasoning our way to a conclusion.

We’ll have an answer for them. It just might take awhile.

It might be easier to keep all of this to ourselves andÂ answer their questions after we’ve done our brain voodoo. Maybe send them a letter. But do we really want to make it look like our job is easy? They ask, we answer, done?

I don’t think so. For one thing, it’s not easy. Thinking is hard work. And there are lots of issue to consider. And we want our clients to know that. We want them to see that even though it might not look like it, we’re working hard for them.

But we should explain that we’re not avoiding their questions or trying to give them a hard time. We’re doing our job.

Someone once said that we shouldn’t let our clients see us sweat, and that’s true. But we also don’t want them to think that our job is easy. We want them to know that we put a lot of effort into what we do, because in addition to results, effort is what they’re paying for.

Got referrals? Here’s how to get more

Filed Under: Client relations, Communication

Two “musts” for every lawyer who wants more referrals

February 8, 2016 by David M. Ward

Some smart wag said that if you’re not getting enough referrals, there are only two reasons. “Either you don’t deserve them or you’re not asking for them.”

Let’s talk about this, shall we?

What do you have to do to “deserve” referrals?

Is it enough that you do good work, deliver good “customer service,” and charge reasonable fees?

No. This is expected of every lawyer. If you want more referrals, you need toÂ do more than what is expected.

Look, you can’t depend on yourÂ clients telling people about how great you are if you merely do what they paid you to do.

It’s like buying a new car. When it does what it’s supposed to do, i.e., get you where you want to go safely, comfortably, and economically, that’s fine. You might tell others about your new purchase, you might not. If someone asks about the car, you’ll tell them. Otherwise, who knows?

If you buy a car that puts a big smile on your face, however, a car that has a bunch of extras and cool features, a car you can’t wait to show off to the neighbors, that’s different.

To get more referrals, you need to put a smile on your clients’ faces.

Give them more value and a better experience than other lawyers deliver. Surprise and delight them, give them more than they expect, and your clients will be much more likely to tell their neighbors about you.

This isn’t difficult. Little things make a big difference. But you have to want to do those little things, not because you see them as a means to more referrals, but because you enjoyÂ putting smiles on your clients’ faces and hearing them say thank you.

Okay. Now what about the asking part of the equation?

This is where it gets sticky for many lawyers. They try it once or twice, but get tongue tied, and never do it again.

What if there was a way to ask for referrals that was natural and comfortable for you and for the client? A few simple sentences about referrals that didn’t put any pressure on them but nevertheless set the stage for referrals?

Would that help?

What if you could ask for referrals without actually uttering any words? If you could give the client a document or send them a letter that did the “asking” for you. . .

Would that help?

If you ordered my new course, Maximum Referrals, you not only know that this is possible, you know how to do it. You also know what to do to deliver an exceptional experience that makes clientsÂ not just willing to refer, it makes them want to.

If you haven’t ordered yet, do yourself a favor and grab a copy.

Filed Under: Client relations, Marketing legal services, Referrals

Referral marketing for lawyers–roots before branches

February 4, 2016 by David M. Ward

Let’s say you want to get more referrals from your clients. Not a bad idea. Now, how will you go about it?

Your strategy might be to give your clientsÂ lots of attention, show them that you care about them, and make them feel good about choosing you as their lawyer.

Good. An excellent strategy. What techniques will you use to effect your strategy?

What will you say to them at their first appointment? What will you give them? What will you send them, and when? What will do, and how often?

Strategies before techniques. Roots before branches.

Strategies derive from your values and beliefs.Â If you believe it’s important to surprise and delight your clients with over-the-top service and extra value, if you believe that doing so will endear them to you and make it more likely that they will return to you, say nice things about you, and send you referrals, your actions will reflect those values and beliefs.

If you believe that giving clients lots of attention takes too much time and won’t produce more loyal clients or more referrals, however, your actions will be different.

If you believe that your clients can provide you withÂ more referrals than they now provide, you will be more inclined to investÂ time equipping your clients with information and tools they can use to send you more referrals. If you believe that your clients do what they can and can’t do any more, you probably won’t.

What many lawyers do, I think, is implement certain techniques before they have firmed up their beliefs and committed to a strategy. They hear that it’s a good idea to send new clients a thank you letter, for example, so they do it, but their heart isn’t in it. They say the words, but they don’t feel the sentiment behind them.

Sure enough, when they speak to the client, their words and behavior often tell a different story.

Start by asking yourself what you want to accomplish and choose one or more strategiesÂ for accomplishing it, based on your values and beliefs. Only then should you examine the techniques that are available to you.

My new course, “Maximum Referrals,” can help you do that. It shows you both the strategies and techniques you need to build a successful referral-based practice.

Check it out, here.

Filed Under: Client loyalty, Client relations, Marketing legal services, Referrals, Relationship marketing

You don’t dress like a lawyer–does it matter?

January 26, 2016 by David M. Ward

So Mark Zuckerberg wears the same t-shirts and hoodies every day. Same color, too. He says it’s easier that way because he doesn’t have to take any time deciding what to wear. I admire his efficiency but why not wear a blue suit, white shirt, and red necktie every day?

Why dress like a teenager who doesn’t care about how he looks or what people think? Why not hire someone to choose his clothing for him?

Because he’s a billionaire and he can do whatever he wants. Because he owns the stock and nobody refuses to do business with him. And because he’s in tech, not law.

Yeah, he’s in an industry where dressing casually and being quirky is cool and dressing in traditional business attire isn’t. If you’re a billionaire you can do the same thing. Otherwise, you probably need to dress like a lawyer.

Your client’s expect you to “look the part”. If you don’t, if you vary from their image of what a lawyer is “supposed” to look like, they get nervous and may doubt you and your abilities. I’m not saying it’s right, but that’s the way it is.

So men, you need the suit and tie. Women need to wear appropriate business attire.

Lawyers shouldn’t have tattoos showing. Men shouldn’t wear earrings. Or long hair. Or purple hair. Women can wear earrings and have long hair but not purple hair.

What if you handle entertainment law? That’s different isn’t it? Maybe. You can probably get away with dressing casually but you won’t be laughed at if you dress like a lawyer. (I wonder what Zuckerberg’s lawyers wear?)

Yes there are exceptions. An office in Beverly Hills is different than an office in Omaha. Seeing a long time client on a Saturday is different than meeting a prospective client on Monday morning.

But you get my point. Optics are important.

We see politicians on the campaign trail today and many of the men remove their neckties and wear blue jeans. I’m sure it’s because they want to look like a regular guy. That’s okay if they’re at a picnic or riding a tractor; otherwise, I think they need to look the part they are auditioning for (even if they’re not a lawyer).

Yes, I know it’s not the 1950s. And yes, I’m old fashioned. But so are voters. And clients. And judges. And other lawyers who might not send you referrals if you wear gray t-shirts and hoodies every day.

Get more referrals from lawyers and other professionals. Here’s how

Filed Under: Client relations, Image, Legal industry, Referrals

Faster than a speeding search engine

January 22, 2016 by David M. Ward

Information. You need it, you want it, and you have it, thanks to the search engine of your choice. But there’s something that’s often better than a search engine. In many cases, it’s faster, too.

I’m talking about experts. People who have the answer to your query on the tip of their tongue. Their real-world experience allows them to instantly provide you with answers, or at least point you in the right direction.

Unlike a search engine, you don’t get 101 links of possible solutions. You don’t get sent down a rabbit hole of never-ending research.

You ask, they answer. Done.

We all need to maintainÂ a list of names and contact information of people who know things, and who know people. A group of folks we can call upon to quickly get information, Â recommendations, and referrals.

I’m not talking about paid experts, although we need them, too. I’m talking about friends and business associates and networking buddies who know things and know people and will help us out without sending us a bill.

If we haveÂ a computer problem, we have someone whoÂ can walk us through the solution, or recommend someone who can fix it for us. If we want to find a CPA on the other side of the country for a client who is moving there, we can tap into our network and get referrals.

An information and referral network can benefitÂ you and your clients and other contacts.

Your network makes you better at your job and helps you bring in business. It also allows you to add value to your relationships with your clients and professional contacts.

Let people know that you know a lot of people in different fields and different parts of the country and when they need information or referrals, they should contact you first.

If you know someone, great. You’re a hero. If you don’t know someone, you can find someone you don’t know and expand your network. Nothing like contacting a professional and telling them you have a client who might need their services.

Your network will make you more powerful than a locomotive and able to leap tall buildings in a single bound.

Build your professional network with this

Filed Under: Client relations, Networking, Referral sources, Referrals, Relationship marketing

The most important (and neglected) element in legal marketing

January 7, 2016 by David M. Ward

Alrighty then. You’ve got a blog and a newsletter. You crank out reports, ebooks, articles and presentations. You do email. Maybe even social media.

You’ve got this content marketing thing down.

Or do you?

If you’re like many lawyers, there’s something missing from your content. Something important. Something your clients and prospects want to see.

You. There’s not enough “you” in your marketing.

You’ve got the law down. Procedure, too. You obviously know your stuff. Anyone who accesses your content can see that you are qualified to help them. But then so are all of the other lawyers out there who do the same thing.

The thing that differentiates you from your competition, more than anything else, is you.

Because clients buy you before they buy your services.

Clients want to know what it would be like to work with you.

The law? Not that interesting to most people. Clients want to know that you understand it and can work your magic with it and get them some great results (or die trying), but in the end, they are far more interested in hearing about the man or woman behind the curtain.

That’s you.

They want to hear your voice. If not literally (via audio and video and live presentations), through your writing. They want to know your personality, your opinions, and your habits. They want to know about what’s important to you.

They want to know something about your personal life. What do you do when you’re not working?

They want to know about your other clients. How do they feel about you and what you did for them?

They want to know about your staff, your partners, and others with whom you associate, because our associations are a big part of who we are.

They want to know your opinion about things–cases and clients you’ve handled, trends in the law or in their industry or community. Maybe your predictions, too.

They want to know what it would be like to sit in your office, sharing their secrets with you, and looking to you for help.

So put more “you” into your marketing. Not too much, of course. You don’t want to sound like a politician who can’t stop saying “I”. Just enough about yourself so that people can see who you are, not just what you do.

Because people buy you before they buy your services.

Legal marketing is easier when you know The FormulaÂ

Filed Under: Client loyalty, Client relations, Communication, Marketing legal services, Relationship marketing, Writing

Your clients think you’re getting rich at their expense

December 30, 2015 by David M. Ward

Your clients have no idea how expensive it is to run a law practice. Is it any wonder thatÂ some clients shake their heads at $400 an hour? Can you understand why a $10,000 retainer might be incomprehensible to someone who earns $40,000 a year?

How do we get clients to understand that we’re not getting rich at their expense?

ShouldÂ youÂ tell yourÂ clients how much youÂ actually earn? No. It’s none of their business.

Besides, you want your clients to thinkÂ that you earn a very good living. Â Nobody wants to hire a lawyer who isÂ struggling to pay their rent.

But perhaps you could help your clients to understand that running a law practice is expensive, and that what you bill out in no way approximates what you take home.

One way to do that would be to take new clients on a tour of your office. Show them how many desks and chairs there are. Show them your conference room and library. Point out the computers and copy machines and other equipment. Introduce the people who work for you and describe their function.

You might also want to explain, perhaps in a letter in their “new client welcome kit,” what you and your staff will be doing for them. You might point out that at any one time, there are at least three peopleÂ working on their case. You could also provide a soup-to-nuts description of the major steps you take to do what you do.

Let them know how you investigate a case, conduct research, prepare pleadings and motions and discovery, and get ready for trial. Mention something about the costs you incur on a typical case.Â If your work is handled on contingency, remind them that while you are good at what you do and selective aboutÂ the cases you accept, there is no guarantee that you will win every case and if you don’t, you will get paid nothing.

In your newsletter, talk aboutÂ the things you do to hold down costs. Talk about how the forms and templates you have developed over the years allow you to save your clients money, for example. Let them see that while you don’t cut corners, you don’t spend money unnecessarily.

At the same time, unless your clients are wealthy, don’t talkÂ about your new Mercedes, your lavish vacation, or expensive new toys. Don’t “dress down” — you’re expected to do well — but don’t give clients cause to believe that you are indeed getting rich at their expense.

Filed Under: Career satisfaction, Client loyalty, Client relations, Law office management, Legal industry

Do no harm: The easiest way to increase law firm profits

December 22, 2015 by David M. Ward

[I’m taking it easy this week and re-publishing this postÂ from 2012.]

In medicine, The Hippocratic Oath includes the Latin phrase, Primum non nocere, meaning, “First, do no harm.” Attorneys need a similar pledge, not just to protect our clients, but to protect our bottom line.

According to a study from The George Washington University (ppt–not worth downloading, IMHO), the cost of a dissatisfied customer is staggering:

The average business does not hear from 96% of unhappy customers
For every complaint received, there are 24 people with unvoiced problems; six are serious
90% who are dissatisfied with the service won’t return
The average customer with a complaint will tell 9-10 people; 13% will tell more than 20 people

Other studies confirm numbers like these. The bottom line: losing one client could cost you a lot more than you earn from one new client.

Therefore, the easiest (and smartest) way to increase your profits is to stop losing clients.

There is some good news from the study:

Of those who complain, 50-70% will do business with you again if the complaint is resolved. 95% will return if it is resolved quickly

Therefore, you must encourage your clients to let you know when they aren’t happy so you can fix the problem quickly and can take steps to make sure the problem won’t occur with other clients.

Remember, most unhappy clients don’t complain. They just leave–and tell others that you are a Bozo.

Here’s how you can solicit this extremely valuable feedback from your clients:

Include feedback forms in your “New Client Kit”
Post surveys on your web site
Tell clients (repeatedly) that if they ever have an issue of any kind, you want them to call you personally (and give them your cell phone number or direct line)
Put a “Suggestion Box” link on your web site. Allow people to contribute (or complain) anonymously. Promote this box via your newsletter and blog
Put stories in your newsletter about suggestions you received and implemented.
Interview clients at the end of the case. Ask them, (1) What did we do well? and (2) What could we do better?
Thank everyone for their ideas and feedback, publicly if possible

In other words, if you want feedback, create an environment where feedback is encouraged, appreciated, and most of all, acted upon.

Often, perhaps most of the time, unhappy clients aren’t unhappy because the attorney did something wrong, they are unhappy because of poor communication:

Something wasn’t explained properly.
The attorney didn’t keep the client informed.
The client’s phone calls weren’t returned.

If you ever drop the ball in any of these areas, don’t worry, these are easy to fix. If any of your clients were unhappy with their previous attorney for any of these reasons, celebrate. This is aÂ tremendous opportunity for you to convert them into raving fans.

The best way to maintain law firm profits: marketing

Filed Under: Client loyalty, Client relations, Law office management, Marketing legal services

Marketing online by profiling your clients

December 21, 2015 by David M. Ward

Dollar Shave Club has a unique approach to marketing. On their website, they feature the businesses of their customers and the stories behind them. They recently featured a coffee roaster, for example. According the folks at Small Business Trends:

“Each article comes complete with an interview that gives a glimpse into the personality of that person’s brand. Rather than sum it up, they go to the source, which gives a more truthful glimpse into the companies they are featuring. The people that run and care about the business are those who get to speak about it and that’s not so common anymore.”

Customers can fill out a form on the site describing themselves and their business. “If the submission catches the editor’s eyes, a rep may reach out with some more questions.”

If you represent businesses of any kind, you could do the same thing. Profiling and promoting your clients’ businesses will benefit you in several ways:

First, it makes you look good. Instead of saying nice thingsÂ about yourself, you’re saying nice thingsÂ about your clients.

Second, your client gets more exposure and more business, thanks to you. They might reciprocate and tell their customers all about you and your practice. Also, as their business grows, they will probably have more legal work for you. More referrals, too.

Third, no doubt your featured clients will tell everyone they know about their profile on your site. You’ll get more traffic, more subscribers and followers, and more clients.

Fourth, this is an easy way to create interesting content for your blog.

Finally, you might get other websites talking about your innovative approach to marketing. Like mine.

If you have a consumer practice, undoubtedly some of your clients own or run a business. Or they are connected to a charity or cause-oriented group. Find the ones who have an interesting story to tell and help them tell it.

You can also interview your professional contacts and feature their business or practice. You may not be able to send a lot of referrals to an accountant you know; promoting his practice this way might bring him lots of new clients.

Marketing online for attorneysÂ made simple

Filed Under: Blogging, Client relations, Marketing legal services, Online Marketing, Web traffic, Writing

Cats don’t like change and neither do your clients

December 17, 2015 by David M. Ward

When there’s a stranger in our house you’ll usually find my cat hiding under the bed. If we were to re-arrange the furniture, I’m sure itÂ would have the sameÂ effect.

Change makes cats uncomfortable. It’s different and scary. They prefer things the way they are.

To some extent your clients are the same way.

You know this is true. Imagine going to Amazon.com to shop your usual categories and one day all of the pages and links are different. You’d be confused and uncomfortable and wonder what’s going on. You might feel a little betrayed.

Why did they do that? Where’s the link? I don’t have time to figure this out! What else did they change that I don’t know about? What’s next?

I know you understand this. Lawyers tend to dislike change even more than their clients. But change is inevitable and more often than not leads to good things.

So don’t avoid change, just be judicious about implementing it. And think about it from your client’s point of view.

Consider what your client’sÂ might be thinking and feelingÂ when you:

Assign a different lawyer or staff member to their case,
Increase your fees,
Change billing methods,
Change the schedule/due dates,
Re-do your website,
Introduce new reports or forms you send them, or
Move your office.

Make changes as smooth as possible for your clients, and also for your staff who will be implementing these changes and explaining things to nervous or confused clients. Do your best to

Keep change to a minimum. Not too much, not too often.
Keep your promises. Grandfather in existing clients, if need be.
Give plenty of warning. Don’t spring thingsÂ on them at the last minute. Let them process and prepare.
Explain why you made the change, and how the client will be better off.
Offer extra help: people they can talk to, pages they can read, longer hours during aÂ transition.

Follow these guidelines, use common sense,Â and see things the way your clients see them. Your clients may not universally applaud these changes, but in time, they will accept them. Even my cat eventually comes out from under the bed.

Marketing is everything we do to get and keep good clients. This will help

Filed Under: Client relations, Law office management, Marketing legal services