Managing Perception of Value

Value is measured by the benefit gained as compared to the price paid. However, it can be difficult for clients to judge the value of your services because they don’t fully understand all the work that goes into any legal process. Managing this perception of value can help you keep happy clients who will become repeat customers or refer their friends to you.

Don’t be too cheap

The “free consultation” is a staple of many law practices – it’s how you reel in prospective clients – but consider how it may be harming you. Things that are free aren’t always good – think about furniture left on the curb for anyone to take. You don’t want clients to think that your services aren’t high quality because they are free. Consider charging a nominal fee for your initial consultation. Then explain why to your potential client. Don’t just call it a “free consultation” – call it a “Debt Relief Strategy Conference” and make sure that they walk away with something tangible. Prove that you can provide value above and beyond what the other lawyers out there are doing – and that makes you worth your client’s time and money.

Show your client what you are doing for them

Make sure that your client fully understands the amount of work you are doing on their case. Most people don’t fully understand the legal system, and they shouldn’t. That’s why they hire lawyers. But you need to make sure that your client understands WHY they are paying you as much as they are, and for what. Put your billing details in plain English, not legal shorthand. Make sure you tell your client about all the extra work you do for them – when you go above and beyond, don’t lord it over them, but make sure they understand what you have done.

Have an exit interview

You should always ask your clients how you did when you are done representing them. You can only learn from your mistakes if you know about them. Ask both what was the best part of working with you (or your firm) and what you could do to make the client’s experience even better. By showing you are interested in your client’s opinion, you increase your value in their mind.

Ultimately, you are in charge of the experience your clients have with you. If you clearly demonstrate your quality and value to them, they will notice.

Kimberly Hanlon
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Kimberly Hanlon

Attorney at Law at Kimberly M. Hanlon, LLC
Kimberly Hanlon is an estate planning and small business law attorney in the Twin Cities. She is also a co-owner of MoreLaw Minneapolis, the executive suite exclusively for attorneys in downtown Minneapolis.
Kimberly Hanlon
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