What do clients want from their lawyers? You can ask your clients what they want. You can conduct surveys. You can do research. But as Steve Jobs once said, “A lot of times, people don’t know what they want until you show it to them.”
A client comes in, thinking he wants a certain document or course of action. You show him his other options, recommend one, and tell him why.
A prospective client visits your website, looking for a solution he thinks he needs. He reads your articles and learns that something else might be better for him.
A client comes to see you, asking about your cheapest solution. You show him why this will cost more in the long run, or expose him to too much risk, and suggest a more expensive option.
A client wants you to go to trial. You show him why it makes sense to settle.
But your job is about more than the delivery of your core services. It is about creating the complete client experience. This includes how you answer the phone, how you schedule appointments, how you keep clients informed during the case, your billing practices, how you dress, your office decor, your bedside manor, and everything else.
If the client has hired an attorney in the past, they are probably expecting you to treat them the way other attorneys have. It probably won’t take much to exceed their expectations.
If they client hasn’t hired an attorney before, they may not know what to expect. That means you have to work a little harder to explain your recommendations. It means you have to manage their expectations, by under-promising, so you can over-deliver.
In your marketing, are you advertising or promoting the same services and features other attorneys offer or are you taking some risks and offering something different?
In any business or professional practice, you have to give clients what they want. But sometimes, they don’t know what they want until you show it to them.
