You and nobody but you


You work hard to serve your clients and build your reputation. You want people to see you as the best lawyer for the job.

Do they? 

When your clients and contacts need help or advice, do they automatically think of you? When someone they know needs help, do they automatically (and unreservedly) recommend you? 

It comes down to this:

Do your clients think of you as their “trusted advisor” or do they not think of you at all unless they have a problem?

A trusted advisor isn’t merely “available” when their clients need them. The trusted advisor is an integral part of their life. 

Other lawyers stay in touch with their clients, educate them about the law and how they can help them, and let them know they are available to do that. The trusted advisor actively looks for ways to help their clients and advises them even when those clients aren’t aware they need that advice. 

Other lawyers refer business to their clients. The trusted advisor does that, but also educates themself about their clients’ industries and markets, problems and goals so they can proactively suggest ideas and opportunities.

The trusted advisor doesn’t merely stay in touch with their clients, they share with them useful information and strategies they’ve discovered, recommend books and other resources, invite them to relevant events, and introduce them to other professionals they might benefit from knowing. 

And they do the same thing with their consumer clients.

They look for ways to deliver value to their clients beyond the scope of their legal needs and wants. 

Their clients hear from them regularly, talk to them frequently, and know they can rely on them to protect them.  

And because of that, the trusted advisor doesn’t have to persuade them to choose them or follow their advice, and they don’t need to justify their fees. The client trusts them and wouldn’t think of hiring anyone else. 

It’s a very satisfying and profitable way to build a law practice. 


Why don’t people trust lawyers and does it really matter?


why don't people trust lawyers?I just read an interview of the authors of a new book, “The Trusted Advisor’s Fieldbook: A Comprehensive Toolkit for Leading with Trust.” In this sequel to, “The Trusted Advisor,” Charles Green and Andrea Howe present tools and exercises for helping lawyers earn the trust of their clients.

Clearly, this is an important subject. After all, clients hire attorneys they “know, like, and trust” and if your clients don’t trust you, or don’t trust you enough, there will either be a strain on your relationship or no relationship at all.

Matt Homman, who conducted the interview, asked the authors, “What questions were you expecting [in interviews] and haven’t yet been asked? How would you answer them?” Green said a question they haven’t been asked is, “Why don’t people trust lawyers? And is it a bum rap?”

Green said it’s not a bum rap, people generally don’t trust lawyers.

I agree. But then I started thinking about this issue of trust and wondered how important it really is. People don’t trust lawyers and yet they hire lawyers every day.

And then I thought that not trusting lawyers may actually be a good thing. For clients, lawyers, and everyone else.

For lawyers, living in a world where people generally don’t trust you gives you an opportunity to stand out from the crowd. You can show why you can be trusted and you don’t need to do a lot to accomplish this.

We need to show clients:

  1. We know what we’re doing,
  2. We’re not going to rip them off, and
  3. We’ll do our best to help them.

This is not difficult. Share some stories, look them in the eye, patiently answer all their questions, and you’re half way there. And if you were referred to the client, you’ve rounded third base and are headed for home.

Once you’re hired, show clients you know what you’re doing by doing it, don’t rip them off, and do your best to help them. Oh, and return their calls.

Be a mensch. People will trust you (and your mother will be proud).

Okay, this is overly simplified, but the truth is that earning trust isn’t extremely difficult, and it is actually made easier because of the pervasiveness of distrust. A little effort on your part will go a long way.

A general distrust of lawyers is also a good thing for clients. If people innately distrust lawyers, won’t they be inclined to ask more questions before hiring one?

It’s when people are too trusting that they get hurt. It’s when they don’t ask enough questions or seek enough assurances that they get into trouble. (I don’t think Bernie Madoff had a law degree but you get the point.)

And let’s not forget “the other guy’s” lawyer. Not trusting the other side’s counsel is almost always a good thing.

Okay, people don’t trust lawyers, this is a good thing for clients, and lawyers can stand out from the crowd and earn their clients’ trust without a lot of effort.

So, what’s the problem?

Now, if we can only do something about those damned lawyer jokes.