Client Development for Lawyers Archives

1 05, 2005

Listening Means Business!

2005-05-01T11:07:57+00:00By Debra L. Bruce, JD, PCC.|Comments Off on Listening Means Business!

A purely evaluative approach to listening may serve us well in the courtroom, but it causes problems when we need to build rapport and trust with clients. Effective listening builds rapport because it communicates our interest and concern, and helps us reach beneath our clients' words to learn what is really troubling them.

Who Says Nice Guys Finish Last?

2005-04-01T11:08:37+00:00By Debra L. Bruce, JD, PCC.|4 Comments

“He was still talking about that 10 years later!” said Dan Hedges, senior partner at Porter & Hedges, L.L.P. in Houston. Hedges was referring to the time he was waiting for his wife to join him for dinner at one of Houston’s private clubs. He heard that a new member applicant was coming in, so when he saw a stranger hesitating in the foyer, Hedges went up and introduced himself. It was the stranger’s first day in Houston, and he appreciated the kindness. The stranger turned out to be the new CEO of a Fortune 500 energy company, which became a significant client of Hedges’ firm.

A partner in a large Dallas firm was involved in resolving a complicated billing dispute with a client. She suggested that the clients bring in their CPA for the next meeting, if it would help them feel more comfortable. After the matter was resolved, the CPA said he had observed her handling the conflict with such consideration and professionalism that he would send all his future business to her.

A financial planner had a problem getting a carpet cleaning company to settle up on damage done to his furniture. He had met Jim Dunn, a litigation partner in Houston’s Dunn, Neal & Gerger, so he called Jim for a little advice. Jim stepped in, and soon the financial planner received a reasonable settlement, with which he was very pleased. When he offered to pay for Jim’s services, it was a small matter that had not taken much time, so Jim said he was pleased to do it a no charge. Since then the financial planner has referred several clients to Jim and described him in very gracious terms.

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Small Firm Marketing Continued: Creating Visibility and Credibility

2004-08-01T11:15:46+00:00By Debra L. Bruce, JD, PCC.|1 Comment

An important axiom of marketing is: “Customers do business with people they know, like and trust.” The significance of that axiom mushrooms when you market a professional service instead of a product, because your potential clients can’t see, touch or taste your wares in advance of the purchase. You can achieve that coveted status of being known, liked and trusted in advance of the service, when you pursue marketing strategies that create visibility, credibility, personal relationships and referrals. This article will discuss why a small law firm practitioner should strive to create visibility and credibility, and how to go about it.

Visibility. When you increase your visibility, you increase your name recognition. People gravitate toward names they recognize, even when they don’t remember why they recognize the name. The “I’ve heard of her somewhere” factor pays off. Not long ago I read an article reporting the polling results about the best lawyers in another city. I recognized the names of many of the lawyers selected, and could confirm the quality of a number of them from personal experience. I also recognized the name of one lawyer in a category that I didn’t have much knowledge about, but I assumed he was good because I had heard of him. Later I saw his name selected in several other categories requiring dramatically different skill sets and knowledge bases. Something seemed awry. With today’s in-depth specialization, rarely can a generalist truly excel in multiple legal practice areas, and this fellow was named among the best in four areas! On reflection, I recognized that he had been very active in leadership roles in bar and community activities, and was a former State Bar President. He may be a genius and a multi-tasking time management pro, or he may be benefiting from name recognition. After all, I myself had assumed […]

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