Establish Yourself as the Big Case Lawyer (Part A)

Small cases are great, for a small-time lawyer who wants to work 80-hour weeks and never see their family (or the outside of their office). Most lawyers see the small cases as a quick and easy way to pay the bills, but think about it: How much overall effort do you really put into each small case?

Say you spend just 20 minutes a day on small cases. Now multiply that by 10 cases in a day, and you're spending almost 3 hours a day on $10,000 small cases. Those 3 hours could have instead been spent working on a $100,000 big case!

Serious Cases Mean Serious Clients; Focus on the Big Case!

In my experience, I've noticed that the bigger the case, the more serious the client. If you had a big case with a potential to be worth hundreds of thousands of dollars, you're going to be doing your research on who's the best lawyer for the job. Clients with stakes that high aren't going to thumb through the Yellow Pages and randomly select a lawyer.

The client with the big case is the kind of client you want
. They're going to read your books, watch your DVD and listen to your seminar. They'll do part of the work for you in establishing your relationship because they'll already feel like they know you once you have that initial case meeting.

I've had several people meet with me, whether at one of my seminars or at my office, and say they felt like they already knew me through the information I've sent them. Clients are always more comfortable with you when they have a feel for who you are.

Rejecting Cases Doesn't Mean You're Missing Out

Most lawyers think that refusing to take a case will end their career. If this were true, there wouldn't be anyone left in practice. You're not going to take every case that comes across your desk for the simple reason that you don't have that kind of time.

Look at the next case that comes in and ask yourself:

 

  • Do I want this type of case?
  • Is this case worth my time?
  • Will this client become a burden or a boon to my practice?
  • Am I going to get as much out of this case as the effort I put into it?

 

If you can't answer positively for these questions, that's not the case for you. Just as clients have the right to choose a lawyer, shouldn't a lawyer have the right to choose their clients? Keep reading to see what catering to your choice of clients can do for your business and your own happiness.

 

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Ben Glass
Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.