How To Charge More Than Other Lawyers And Attract Better Clients
by Trey Ryder
All of your attorney marketing efforts should be designed to increase credibility. As your credibility soars, your law firm marketing efforts allow you to charge more than competing lawyers. Here is how to increase your fees and attract better clients.
When you charge a high fee, you're in a stronger marketing position, because
One reason prospects often focus on fees is because fees are a common
shortcut people use to evaluate quality. Surely, the lawyer who charges $300
per hour is more skilled than the lawyer who charges $150 per hour.
RESULTS: Discuss clients you have represented who have similar problems. Explain what you did for each client -- and the result you achieved. Discuss your innovative approach to solving problems and how you often get better results than lawyers who use traditional methods. Discuss how your reputation works to your client's advantage. Emphasize the number of years you have represented your clients. Point out that your clients come back time and again because they are pleased with the results.
QUALIFICATIONS: Discuss the number of years you've practiced law and the depth of your experience. Explain your areas of specialization and your unusual or unique skills. Emphasize that you limit your practice to specific areas and, as a result, have developed a high level of expertise from which your clients benefit. Discuss how you keep your knowledge current through memberships in professional groups and bar sections, as well as continuing education. Emphasize the many courts in which you're admitted to practice. And if you have been on the other side -- such as an insurance defense attorney who is now a plaintiff's lawyer -- explain how this has further enhanced your knowledge and experience.
SERVICES: Discuss how few clients you accept -- and how this allows you to focus more time and attention on each client as an individual. Explain how accessible you are and how promptly you respond to clients' requests. Discuss services you provide that are usually not offered by other lawyers. Explain your fees and how you bill. Point out that while many lawyers charge for every photocopy, your fee includes (whatever level of) office overhead.
CONVENIENCE: Discuss your office's location in the city, the parking
spaces reserved exclusively for your clients, and your easy access within the
building. Also, discuss how you work with clients by e-mail and telephone for
THIRD-PARTY CREDIBILITY: Offer client comments in the form of testimonials and letters of recommendation. (Not all bar associations allow the use of testimonials, so first check your rules of professional conduct.) Offer references whom prospects can contact for more information. Show copies of published articles you've written.
The more information you provide, the more your prospect values your services. Also, the more reasons your prospect has to choose you, not knowing whether other lawyers can match your results, qualifications and services.
Next, in addition to providing positive reasons to choose you, emphasize the risk of hiring an inexperienced lawyer.
Emphasize that your prospect needs a lawyer who will do a thorough job and not cut corners. Emphasize that your prospect needs a highly skilled lawyer to handle this delicate, technical or complex matter. Emphasize that your prospect needs a lawyer who has in-depth experience so nothing is overlooked. Emphasize that your prospect needs a lawyer who has special training in this area of law. Emphasize that your prospect needs a service-oriented lawyer who is accessible and responds quickly.
When faced with a question about why another lawyer charges less than you:
Prospects want a clear picture of what they get when they hire you. The more specific you are about your knowledge -- skill -- experience -- qualifications -- results -- services -- and anything else your prospects view as important, the more value prospects place on your services and the higher fees they will pay.
The secret of marketing legal services is to establish the highest level of credibility as quickly as possible. Credibility is key to attorney marketing. As your credibility soars, your law firm marketing efforts allow you to charge more than competing lawyers and attract better clients.
Trey Ryder is a marketing consultant who specializes in Education-Based Marketing for lawyers. Trey Ryder offers educational articles, advice, and seminars at www.LawyerMarketingAdvisor.com. He can be contacted at firstname.lastname@example.org
The opinions expressed in this article do not necessarily reflect the opinion of ILW.COM.