Archive for category: Client development

When you recognize a problem that a client is facing and you offer help, you create real value for your client. I’ve written previously about how an offhand conversation with my contractor Oldrich resulted in my purchasing property in Wyoming with his help. Making that purchase realized a long-term dream for me, and it created additional work for Oldrich and his team. Talk about a win/win, right?

In that instance, I identified the need, though I didn’t expect Oldrich to meet it. I was just asking a simple question that I hoped might take me to the next step. I was delighted when asking that question gave me not just information but real help. Oldrich created real professional value for me.

And that professional value is easy to translate to law. Whether you spot an issue as a result of a client’s offhand comment or because you happen across a new development that may impact your client, of course you know to bring that up with your client. Raising the issue is designed to bring value to the client, which may in turn bring additional fees to you. Because it’s the desire to serve your client that motivates you, this is a “no ick” opportunity. You can raise the issue without fear of appearing sales-oriented. Image to indicate offering help

(As an aside, legal or business issue spotting and offering to help with that issue is cross-selling at its best. Even though you hope that your firm might be selected to address the issue, when you start from the client’s need rather than your firm’s capability, you’re creating value rather than a sales opportunity.)

But what if you spot a personal issue? Is it ever appropriate to raise a personal issue to a client and offer to help? 

Here’s what happened in Wyoming to raise this question. Oldrich, who’s still working in Cheyenne, knew that my father was traveling with me and that he might have some challenges with the Wyoming altitude, which is more an a mile above the altitude in Atlanta. So Oldrich (who by this time is not just my contractor but my friend as well) reached out to Paul, the electrician who’d worked out the house, who also happens to be the assistant fire chief for a rural fire district. And on our second day in Cheyenne, Paul brought two canisters of oxygen to the house, showed me how to work them, and told me how to recognize signs of hypoxia.

A week after we arrived, I noticed that my father was displaying some of the symptoms Paul had mentioned, and I was able to give him oxygen while I checked his pulse rate. Although I did have to call 911 and my father did end up hospitalized, because Oldrich thought I should have oxygen handy and Paul provided the oxygen and the education, the hospital stay was short and his physical condition was much better than it would have been otherwise. I already knew that both Oldrich and Paul are highly skilled in their crafts, but this experience also showed me that they’re both thoughtful and kind, and I’m deeply grateful for the result.

How does this story apply to a law practice? It’s just the same. If you notice a way to offer personal help—sponsoring a client’s 50^th anniversary celebration at your local club, introducing a client to a needed resource, even offering a recommendation for a new restaurant that you think your client would enjoy—by all means, offer it.

Be cognizant of the bounds of your relationship, but don’t overthink it. You might choose not to offer marital advice unless a client has become a good friend and has raised the issue, but you’ll rarely get in trouble for offering less charged assistance.

We’re suffering from a crisis of trust these days. We see too many politicians exploiting the public trust, too many respected athletes drugging to win their accolades, and too many businesses taking shortcuts to maximize profits despite the risk of harm to others.

Building a personal connection with your clients and offering needed help builds trust. If you aren’t skilled in your craft, personal trust won’t get or keep you hired, but when you do good work and build a relationship of trust, why would a client look elsewhere?

Here’s your action item: consider whether you want client relationships as opposed to client transactions. If you do, consider how you can build trust into your client relationships and whether, how, and when you might bring a personal dimension into those relationships.

Client service is one of the foundations of business development. Why? First, client service is the heart of your practice and should be well-executed for that reason alone. And second, excellent client service makes it more likely that you’ll get repeated and expanded client engagements as well as referrals from happy clients.

As lawyers, though, we tend to focus on the substantive aspects of client service and diminish (in our own minds, and possibly in execution) the experiential aspects. Some clients can and will judge a representation primarily on the basis of the substantive work you do. Many, however, will not… And all clients will take note of how you treat them in the course of the representation.

In the words of Maya Angelou, “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”

When I had to call an ambulance to our cabin in the Grand Teton National Park, client service was the last thing that was on my mind. However, the lessons started immediately and will linger for some time. Here’s what I learned.

1. Be aware of your client’s emotional state, even though you may not reference it directly.  The emergency dispatch officer sending an ambulance to help used short, direct sentences as we spoke. Her tone was initially more clipped than ordinary conversation, and if I’d felt panicked, her tone and cadence would have grounded me by prompting me to focus on responding to her, not on the larger situation.  As we talked, and as she concluded that I was fairly calm, her tone and language pattern relaxed.Legal clients are much like medical clients in that the issue motivating the contact may be routine, with low relatively emotion, or an urgency or emergency that may carry more pronounced emotion. When you’re aware of your client’s emotional state, you can adapt your own communication to speak most effectively with your client.For example, an angry would-be litigant may not have the emotional capacity to hear you urge restraint until you acknowledge the emotion in some way. A fearful client may need you to provide written information that his fear may prevent him from hearing when you share it orally. You need to know your client’s emotional state so that you can adapt how you communicate.
2. Make it easy for your client. We were in Jackson, Wyoming, nine and a half hours from the Denver airport. The doctor suggested that we fly out of Jackson to avoid driving through sparsely populated areas. Flights from Jackson would require a 14-hour travel day with three flight legs, which provoked much consternation, until a nurse suggested the 5-hour drive to Salt Lake City. Easy.What do you know (that your client may not know) that will simplify things for your client? Be sure to share that information. It’s easy to dismiss what you know as common knowledge that doesn’t bear repeating, but it may be just the piece of information your client needs to understand a process or to make good decisions.Be sure to consider how to make the process of working with you easy as well. At the beginning of an engagement, ask how your client would prefer you to communicate with her. You probably have your own preferred style of communication, but your client’s preference should govern the way you operate. (For additional suggestions about making it easy for your clients to work with you, see Chapter 2 of The Reluctant Rainmaker.)
3. Make your client comfortable. After spending much of the day in the Emergency Room, I slept in my family member’s hospital room on the first night. The Jackson hospital provided a comfortable cot that the nursing assistant set up for me while I was talking with the doctor, and she directed me to a small kitchen provisioned with sodas, coffee (complete with real mugs, not cardboard cups), and light snacks for patients’ families. The hospital even offered room service meals for patients and the family, and the good was both good and inexpensive. These touches offered much-needed comfort and allowed me to focus on what was most important.

   How can you make your clients comfortable? Drinks, snacks, and comfortable chairs are easy and fairly inexpensive. Consider what else your clients might appreciate. A quiet spot to make telephone calls? Toys and books to keep children occupied? A list of resources? Few clients will enjoy spending time in your office, but a little effort can minimize discomfort.

Take a few minutes today to audit your client care habits. Consider asking a few of your clients what they like about working with you and what would be make the experience better. Don’t promise changes you’re unable or unwilling to make: if you get a suggestion that doesn’t work for you, let your client know that you’ll look for other ways to offer a similar result.

One of the top client complaints received by bar associations across the country has to do with lawyers’ failure to return telephone calls.  I haven’t seen statistics, but I suspect that clients also complain about lawyers who fail to answer email.  Clients expect that their lawyer will communicate with them in a timely manner, and on the surface, just about all lawyers agree.  And the same is true for other service providers, including those who don’t have a professional oversight board of some sort.

But we’ve all had that annoying client.  You know, the one who is constantly on the phone or sending yet another email with an unnecessary question or comment.  The one who is so insistent on knowing when a task will be completed that it may feel like you won’t have time to do the work unless you “ignore” the client for a while.  And even if you don’t have one of those clients, you’re probably still swimming in telephone calls and emails – we all are these days.

So, how do you deal with client expectations about communications?  If you meet every expectation, you’ll add dramatically to your workload and you may worry that your clients will dictate how you operate your business; if you don’t meet expectations, you may find yourself on the wrong end of a complaint, or you may discover that dissatisfied clients are telling their friends and colleagues about your [perceived] poor service.

Have a conversation with your clients about communications at the time of engagement.  The most dangerous expectations are those that go unexpressed.  If, for example, a client is expecting a weekly check-in and you don’t realize that, it’s probably a safe bet that the client will quickly feel dissatisfied and either start clamoring for attention or silently smoldering.  If you ask what the client expects, you’ll have an opportunity to meet that expectation.

And, you may choose not to meet the client’s expectations.  When there’s nothing pressing, for instance, you may not communicate with the client for some period of time.  If you bill based on time, unnecessary communications will run up your client’s bill (perhaps creating greater dissatisfaction), and if you use a flat fee arrangement, unnecessary communications can eviscerate your profit.

When you discuss expectations, you can respond to what your client expects by sharing your own expectations.  Some clients will be satisfied when they understand when and why you communicate (especially if you agree to communicate in the manner your client prefers), some may negotiate with you in some way, and some may choose not to hire you.  Regardless of the outcome, both of you will come out ahead for having had the conversation.