Test

1. Focus on the benefits. Prospective clients

don’t care how large or small your law

firm is, nor do they believe years of experience

directly correlate with a bigger payoff for

them. What they really care about is the benefits

of working with your firm as compared

to others. What are the benefits of working

with your firm, from a client’s perspective?

2. Focus on value. When it comes down

to it, many clients care about their bottom

line. To understand your value, many clients

will examine how much money you will either

save them or make them. How have you

helped other clients take better advantage

of opportunities or avoid liability? What are

some specific ways you constantly look out

for your clients’ best interests (beyond what

every other attorney does)?

3. Focus on results. What results have you

obtained for past clients? What do you do to

achieve better results than your competitors?

When using this strategy, be careful not to

run afoul of your state’s ethics rules about

guaranteeing or promising results to clients.

4. Focus on solutions. Give an example

of a creative solution you found to a client’s

problem. How did you come up with it?

How did your creative solution help your client

achieve his or her goals?

5. Focus on service. Do not misunderstand;

I am not proposing that you focus on

the list of services your firm provides, but

how you better serve your clients. How do

your clients describe the way you treat them?

What’s an example of how you went out of

your way to better serve a client? How do

you demonstrate exceptional client service

on a regular basis?

6. Focus on a specific industry. By focusing

on a specific industry, such as manufacturing,

hi-tech, or telecommunications, you

get a big jump on your competition. Companies

expect their attorneys to know all about

their industry or profession.