Manage Client Expectations Through Education

If you really want to make the most of your law practice, you need to manage the expectations of your clients.  Before they even hire you, teach them what their expectations should be.  The law practice is your business after all and it doesn't have to be your entire life.

Educating your clients about expectations allows you to establish a relationship before starting down the road to a settlement or trial.  It also means your customers will be more invested in their own case and will do work on their own as well.  You wants clients who work for you as well?  You want clients that you actually like and that like you back?  Manage their expectations and you can have exactly that.

BEN GLASS:  And I hear where you say this all the time, "I have to do this because this is what my client expects."  I have represented in my disability work, lawyers and this big, big firms pulling down $5 million a year and they got big briefcases, they do all the stuff.

I'm having meetings what am I talking about, there are cases, they got the Blackberry out because the clients are demanding it.  Who wrote that rule?  I mean that's the mindset that is totally foreign to what we're doing.  It's your life, it's your practice.  You teach him how to hire you, you teach him what you're looking for, you teach him how to communicate with you, and you manage their expectations, all before they come and do it for the first time.  How cool is that?  And what that leads to, oh then there'll be less clients.  I have less clients in 2008 and I'm happy for it, right, but they're high quality clients.  The people that I actually like, they like when you like the client and the client likes you, isn't that a cool relationship?

They like working on their case, they like taking the time to enhance the value of $50,000.00 to $75,000.00 instead of a $5000.00 case and $7500.00, isn't that cool?  And I'm not saying this is perfect, but compare it to the alternative, the alternative is I am a commodity, I hope you found my ad, I offer the same thing as everybody else does, a free consultation.  I cannot figure out a way to differentiate myself, there's no reason why you would believe that I'm anything special, let's go out of case.  And when you get to the end of the case, and I found out, I tell you your case is worth, $15,000.00, I wouldn't compare for anything less than $950,000.00 over two months of trial.  That used to happen to me, that doesn't happen to me anymore because even before they come in the door, I've made them jumped through so many hoops and read this stuff and study this stuff, that the quality of the client is proud.

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