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

January 26, 2016 by
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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

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

Faster than a speeding search engine

January 22, 2016 by
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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 maintain 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,  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 have a computer problem, we have someone who 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 benefit 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

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

The most important (and neglected) element in legal marketing

January 7, 2016 by
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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 Formula 

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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
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Your clients have no idea how expensive it is to run a law practice. Is it any wonder that 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?

Should you tell your clients how much you actually earn? No. It’s none of their business.

Besides, you want your clients to think that you earn a very good living.  Nobody wants to hire a lawyer who is 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 people 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. If your work is handled on contingency, remind them that while you are good at what you do and selective about 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 about 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 talk 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.

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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
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[I’m taking it easy this week and re-publishing this post 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 a tremendous opportunity for you to convert them into raving fans.

The best way to maintain law firm profits: marketing

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

Marketing online by profiling your clients

December 21, 2015 by
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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 things about yourself, you’re saying nice things 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 attorneys made simple

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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
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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 it would have the same 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’s might be thinking and feeling 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 things 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 a transition.

Follow these guidelines, use common sense, 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

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

Running a law practice like a restaurant

December 7, 2015 by
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The restaurant business is an especially challenging business model. There is so much money at stake, and so many things that can go wrong, it’s no wonder that so many restaurants fail. And yet, when you get it right, a restaurant can be remarkably profitable.

Customers come back again and again, word-of-mouth brings more business, and before you know it, you’re hobnobbing with the culinary elite. Or something like that.

In a way, a law practice is like a restaurant. You’re in the service business. You have to get a lot of little details right. Your menu is similar if not identical to the menu offered by the lawyer next door. If you want your customers to come back, you have to please them. If there’s a problem, you have to fix it.

When a restaurant insists on being right, they often win the battle and lose the war. Charging an extra $1.50 for a slice of cheese on a burger, or being overly aggressive in pushing customers to order appetizers or dessert, may earn a higher profit on that customer’s visit but it may also be decidedly shortsighted.

When a customer comes into your establishment, as the owner of that restaurant your primary goal shouldn’t be to earn as much as possible from each transaction. Your primary goal is to make the customer want to return.

Running a law practice is no different.

Even if you predominately have one-time clients who never need your services again, you should bend over backwards to please them because each one-time client can send you referrals. And they will, if you treat them right.

Opening a law office requires only a fraction of the capital investment required by a restaurant. Your investment comes later. Each time you give your clients more value, you are investing in their return and referrals.

I hear tales of lawyers arguing with their clients over a $100 billing issue. That’s silly. Let them win, even if they are wrong, even if they are taking advantage of you. In most cases, your investment will pay off.

No, don’t be a sucker. If a client fights you over everything and is making you and your staff miserable, you have to draw the line.

Tell them to try the restaurant down the street.

How to handle billing issues like a pro

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Filed Under: Client relations, Fees and Billing, Law office management, Marketing legal services, success

When is it okay to ask your client to wait?

November 19, 2015 by
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I hate waiting. It’s an issue with me. When I have an appointment with a doctor at 1pm, I expect to be seen at 1pm.

That’s the time of my appointment. Don’t make me wait.

Show me some respect. I’m paying your rent and putting braces on your kid’s teeth. I have my own clients to see. I blocked out time to see you.

If my appointment is at 1:00, don’t see me at 1:30 or even 1:05.

Don’t make me wait.

When a doctor or other professional doesn’t see me on time, I’m up at the desk asking why. I let them know I’m busy and can’t wait. I’ve been known to threaten to send the doctor a bill for my waiting time. I’ve been know to leave and get another doctor.

As I said, I hate to wait.

I’ve been doing some conference calls this week. As usual, some of the participants get on the call after the scheduled time. I don’t wait for them. If we’re scheduled to start at 5pm, that’s when I start.

Why should I make the people who show up on time wait for the ones who don’t?

When you start on time, you show people that you are organized and disciplined and professional. It shows that you keep your promises and tells people that they can count on you.

Don’t be late. Don’t make people wait.

Some say being late makes you appear more important. Nah, it just makes you rude.

Something else. When a client is in the office with you and your get a call, I know you know better than to take that call. I know you instruct your staff that unless it is an emergency, when you have a client in the office you are not to be disturbed.

Please say you do that. Please say you know it’s rude to take calls when a client is in the office.

Okay, good.

But how about when you’re on the phone with a client? Have you ever said to a client, “Can you hold on for a minute?” so you can take another call? Even if it is to tell the new caller that you’ll call them back?

Maybe that doesn’t rise to the level of rudeness but if you think about it from the client’s perspective, it tells them that other people are more important than they are.

Even though it’s just for a minute. Even though they said it was okay.

Marketing legal services like a pro

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

You need to talk to your clients

November 18, 2015 by
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You frequently hear me tell you to “think clients, not cases,” meaning you must consider the lifetime value of your clients and not just the fee from a single case or engagement. That $1500 fee for a first-time client could lead to $15,000 or $50,000 in fees over the lifetime of the client.

Even if a client never hires you again, cultivating a relationship with them can bring referrals, traffic to your website, sign-ups for your list, attendees at your seminars, and followers on social media, all of which will lead to new business.

Get it? Got it. Good.

So. . . stay in touch with your clients and former clients (an oxymoron).

How? Letters are great, but can get expensive. Email is great but may be overlooked. Send letters and emails but don’t ignore your number one tool for building and sustaining relationships: the phone.

You need to talk to your clients, bro. They need to hear your voice.

Yes, people still answer their phone. If they are away, leave a message. They’ll hear your voice and get an injection of your essence. Virtual you is almost as good as the real you.

Here’s my challenge to you: invest six minutes a day calling people. In six minutes, you could talk to one or two clients, or leave five or six messages.

Why 6 minutes? One hourly billing unit. If you bill $300/hr., you’re investing $50/day or $1100 per month (22 work days) to grow your practice. If that brings you one new client per month, will it be worth it? What if it brings two?

What do you say when you call? Did yo mama teach you nothing? Say hello. Ask them how they’re doing. Tell them you were going through your contact list, saw their name, and thought you’d give them a quick call.

Another? Okay, tell them you just posted a new article or blog post or video on your website and thought they might like to see it. Tell them where to find it and tell them to have a nice day.

Easy stuff. Even for a lawyer.

You want it even easier? You’re lazy? Okay, have someone who works for you make the call. Tell the client, “Mr. Jones [that’s you] asked me to give you a quick call to say hello and see how you’re doing.” It’s not your voice the client hears, but you by proxy will do.

Anyway, I can hear what you’re thinking. Yep. You’re thinking this won’t work. It’s ridiculous. Nobody will hire you again or send you referrals just because you called and said hello.

Fair enough. Try it for a week or two. It may not work for you. On the other hand, what if it does?

Marketing online for attorneys is a real thing

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Filed Under: Client relations, Increase your income, Marketing legal services, Referrals
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