There’s a lot of talk these days about lawyers adding more value to their client representation. Particularly because of competition, client demands, and the state of the legal industry, adding value REALLY is important. Just providing a legal product is not enough. But it begs the question what adding value really means.
Jim Calloway, director of the Oklahoma Bar Association’s Management Assistance Program, had a good idea last week which helps in getting to an answer. He said “…the question is whether there is something extra you can provide the client that is related to the legal services and is useful to the client.” It can be done in many ways. One opportunity he mentions at the conclusion of his post states “… if you can surprise the client at the end of the representation with something useful that they didn’t expect, you increase the chances that they will use your firm again, refer others to you and pay their final bill.”
- Measure. Determine what value you are providing clients already (yeah, the client can help here of course, but that means talking to them about that). You might find that either clients aren’t getting enough value, or that you are not charging enough;
- Lead. Be upfront and offer ways to help clients more effectively with their business or personal issues. Writing articles, making presentations, blogging, creating groups on social media sites are ways to show that leadership capability;
- Teach. The best kind of selling his education-based. Demonstrate how clients can do things well or avoid problem situations via CLE seminars or otherwise;
- Inspire. Here Jantsch is talking about how a great design (in marketing materials, websites, even invoices) can create value. One might think that this suggestion is a bit fuzzy, and I would not disagree. However, design could be a promise of value and that is where something; and
- Listen. Clearly listening to clients adds value. That may seem pretty obvious, but “we rarely do it.” Yet, if you focus, avoid distractions (like your iPhone or blackberry), look them in the eye and really listen, you will add tremendous value.
So, if you are trying to come up with ways to add value to your legal services, there should be plenty to consider for implementation by you and your law firm.