We have a service contract for our heating and air conditioning appliances. The service people are competent, friendly (and clean), their fees are reasonable, and we continue to renew our contract, but if a better option came along, we’re open to jumping ship. 

Because they’re good, but we don’t love them. 

We had an appointment scheduled for this morning but weren’t sure they would show up. It’s Monday, the appointment was made two weeks ago, but they didn’t confirm with a call or email or text, so we weren’t sure if they would show up today. 

We called, and yes, we were on the schedule. Which meant we can go about our day and not wonder if someone would show up. 

But we shouldn’t have to call. It’s their business, not ours, and serving customers is and should be their top priority. For our peace of mind and theirs. Just as we want to know they’re coming, don’t they want to know we haven’t forgotten and will be home when they arrive? 

In the lawyer-client world, the details are more complicated, but the principles are the same. 

Clients want excellent legal work and excellent outcomes but they also want to know that you care enough about what you do and the people for whom you do it to take care of the so-called “little things” that make working with them easier and better.

The kinds of things that make them like and trust you. 

That might be as simple as creating a policy manual for your office with systems for staying in touch with your clients. 

It might be as simple as studying their industry or market to learn all about their problems, interests and goals, and using what you’ve learned to help them.

It might be as simple as posting information on your website and letting clients know where to find it, or writing a newsletter to send them this information so they don’t have to remember to look.

It might be as simple as making sure you and your staff always greet them with a smile and handshake, make eye contact, and remember them during the holidays. 

But whatever it is in your world, make sure you do it. Because your clients want to feel good about their decision to hire you, stay with you, and recommend you. 

Our service provider may not do everything we’d like them to do, but they’re making progress. They just called my wife and told her they were on their way. 

Many attorneys hide behind a mask of invincibility. They easily talk about their strengths and accomplishments but never admit to their weaknesses and mistakes. 

They want their clients to see them as tops in their field, the best of the best, massively successful and eminently capable of doing whatever their clients need. 

Mistakes and weaknesses don’t fit in with that narrative. 

But clients and colleagues know you’re human. They don’t expect you to be perfect. They trust you to be honest with them and do your best for them—unless they discover you’ve been hiding something. 

In fact, one of the best ways to build trust among your clients and colleagues is to be upfront about your flaws. 

Your imperfections humanize you and make you more trustworthy, not less. The trick is to admit to mistakes and flaws that people can understand and accept. The kind that make you “guilty with an explanation”. 

You were late filing something because a page had to be re-printed or a signature was missing and you ran out of time. There was a late fee (which you paid, not your client) and all was well. 

When you tell a client or prospect you don’t handle a certain type of case, and they expected you would because other lawyers do, tell them why you don’t. Most clients will respect your decision to stick to what you do best and not attempt to do everything or fake your way through it, but tell them this up front. 

Your reputation is everything. You don’t have to reveal every blemish and imperfection, but don’t go out of your way to hide every single one, either. 

I wrote recently that transparency is often overrated, and that’s true. But the consequences of a lack of transparency are often under-appreciated.

So, how much should you reveal and how much should you keep to yourself? 

Good question. If you find a good answer, please let me know. 

A question was asked on social about “unknown truths” everyone should know. An “expert” supplied several examples, including this one: 

“People don’t care about your hard work. They just care about the end result.” 

But that’s not always true.

If an attorney settles a case for a client for $300,000 and bills the client $10,000, the client may be thrilled if they were expecting to pay a lot more. But what if the attorney tells the client it only took him ten minutes to get that settlement? (Because he’s smart, experienced, had inside information, plays golf with opposing counsel…) 

Is the client just as happy? 

Maybe. Maybe not. 

The client got a great outcome but might have a problem being charged the equivalent of $60,000 an hour. 

Because most clients equate value with effort.

They might care mostly about the end result but they want to see that you worked hard for them, argued for them, put in a lot of time, prepared a lot of documents, nearly got eaten before you slayed the dragon, and otherwise “earned” your fee. 

They don’t want to hear that you made one phone call. 

It’s like going to a movie. You may like the happy ending but you like it more because there was a lot of conflict leading up to it.  

Am I saying that practicing law is like making movies? 

Yes, actually, I am. Both have a beginning, a middle, and an end. And both involve an emotional journey. 

You want your clients to enjoy the movie. So, figure out a way to take them on an emotional journey. 

You might explain everything that could have gone wrong, even though it didn’t. You might talk to them about the many things you’ve done in the past that contributed to your ability to settle their case so quickly. 

My vote? Don’t tell them you settled so quickly.

You’re the hero of the movie. Don’t spoil it for them.