What Clients Want

You are a service firm. Whether you like it or not, you provide a service to people – other attorneys, individuals, businesses, insurance companies, whoever pays your bill. As a service firm, your focus has to be your clients. As stated in the post on your credo, customers come first.

As further proof of that, Pat Maston Knapp interviewed Joe Grant, a consultant who came up with a top 10 list of things clients want. Here they are:

1.Keep the principal involved. This is one that Barry, Shane and I buy intothe most. That’s why when you call our offices, you get us. When clients need something or need to get an answer, they get the proverbial man. Clients do not want to hire you and then deal with your secretary or paralegal. You must stay personally involved with your clients.

2.Communicate effectively. You need to keep clients up to date. Failure to communicate with your client can lead to malpractice complaints and bar complaints. Keep the client updated. Send them copies of your correspondence. With email and fax, there is no excuse not to keep your clients up to date.

3.Be easy to work with. This is one of the benefits of being a solo. You must be flexible. You are offering a service to your clients that they cannot get from "big law". If the client wants all correspondence sent by email, then email them. If they want everything sent via Fed Ex, then use Fed Ex. Be flexible to keep clients happy.

4.Exceed expectations. Tell someone what you are going to do, and then beat it. Don’t set expectations unreasonably high. For example, I refuse to tell a personal injury client what their case is worth before they are done treating. When I use examples to explain how the fee is calculated, I always work off of a $3,000 settlement. Then, when the client gets more, they are ecstatic.

5.Keep your promises. If you tell a client you are going to have their will done in a week, you must get it done in a week. If you take two weeks, the client is going to lose faith in you.

6.Anticipate their needs. This is especially true with lawyers. If you represent a small business in litigation, see if you can figure out what else they might need. For example, I wrote a contract for a client. I knew that client would then need insurance. I talked to the client and put him in touch with an agent who could get him what he needed. The client was very happy.

7.Build a seasoned team. If you are going to add staff, you need to hire staff with a level of sophistication that meets the client’s needs. If you are dealing with consumers, this may be easy – or easier. If you are representing $10 million companies, this may be a bit harder. But you need to hire a staff that the client can count on, and one that will stay!

8.Do GREAT work. Mr. Grant says do good work. I disagree. Do great work. Little mistakes make a huge impact on the client. Make sure that your work is as close to perfect as you can get it!

9.Hold your client’s hand. This is especially true with unsophisticated clients. The less sophistication the more hand-holding. Clients want to be led through the legal system. It’s your job to be the leader.

10.Meet their goals. Figure out early what the client’s goals are and then meet them. Another personal example: A client came to me after an accident, but she was pregnant. She did not want to drag the case out. When we had a chance to settle, I explained to her the options, including the benefit of settling: she would not have to drag anything out. It met her goal, got the job done, and resulted in a satisfied client.

Your clients determine your success. If you have happy clients, they will refer work to you and probably use your services again. Unhappy clients will complain to whomever they can and might even sue you. Ensuring satisfied clients is the easiest way to protect your most important aspect as a solo – your reputation.