The other day, a new client said to me that before she called me she had spoken to a few other attorneys who provide similar services, but she decided to work with me for the simple reason that I called her back. The other law firms she called would only let her speak to a legal assistant and before she could even talk to the attorney she thought she might hire, she had to fill out a 20-page form and then wait for an appointment, all without knowing whether this was a person she wanted to work with or how much she could expect to pay.
“I hired you because you called me back.”
A typical estate plan can cost anywhere from $800 to $4,000 or more depending on the client’s needs and the attorney they are working with. This is a huge investment! But my experience with other firms is similar to my clients: They want to give you the service they want to give you, not the service you want to pay for. My client’s experience with other firms was not unusual. Most firms want to get all the information about you first and then decide if they want to work with you, and they don’t typically give you an opportunity to do the same.
All lawyers care about their clients. We’re all in this business to provide our clients peace of mind, to solve clients’ legal problems, and to leave them feeling satisfied. But not all lawyers know how to do this in practice. They focus on efficiencies that make sense to them, not necessarily to you. They know they need clients, but they don’t deliver client-centered legal services.
What are client-centered legal services? Authors Aaron Street, Sam Glover, Stephanie Everett, and Marshall Lichty in a recent book define client-centered legal services as the creation of a “client experience that shows that you care about [the client], that you understand who they are and what they need, and that you [the lawyer] are the right person to take care of them.” This involves making adjustments in four key areas:
Pricing,
Accessibility,
Communication, and
Feedback.
Here’s what this means for my practice and my clients.
First, my clients always know what something is going to cost. I frequently offer flat-fee options for estate planning and basic business documents, meaning that you will pay X and receive Y. That way, you know upfront what something is going to cost. When I offer my hourly rate, I provide an estimate so that there are no surprises going forward, and I keep fees as part of the conversation going forward to make sure the client is comfortable with what they’re spending. Even before you hire me, you’ll know what you can expect to spend on this major investment.
Second, I meet clients where they’re at. No driving downtown and dealing with confusing parking and traffic situations or meeting your lawyer at a stuffy office. I’m happy to meet clients at their business or home instead. And to make sure everyone feels safe during the pandemic, I’m primarily meeting clients by video conference or phone, which is not only safer but also saves everyone a lot of travel time and headache.
Third, I communicate with clients directly. When you call, you’ll never get a legal assistant or some other gatekeeper. I offer a 15-minute free consultation so that you can get to know me first before you hire me. I gather as much information as I can from our phone call and I only ask you to provide additional documents if it is absolutely necessary to achieve your goals. My job is to make this process as painless as possible so that you can stop worrying about your legal issue.
Finally, I will ask for your feedback. I want to know if the services I’m providing to you meet with your expectations (and hopefully exceed them!). And if they don’t meet your expectations, I want to know how I can do better. Client-centered services are about constantly improving my processes to better meet your needs and the needs of folks like you. If I can do better, I want you to tell me how.
