Understanding What Your Clients Need from You
Recently, Lawyer Coach Debra Bruce provided an excellent overview of the benefits of listening to your clients and prospective clients: one of the key things a client needs from his attorney--the one that sets the stage for most of the others--is to feel that the lawyer hears and understands his concerns. But that's just the first step; once you've assured the prospect or client that you understand his concerns, your next task is to clearly address those concerns.
Prospective clients are often a bit overwhelemed when they pick up the phone or walk through your office doors. In many areas of consumer law, the would-be client is facing much mroe than the decision as to whether to hire an attorney and which one. The person sitting in front of you may also be dealing with the fallout from a broken relationship or coping with the possibility of a jail sentence or is in a constant state of anxiety after months of creditor calls and juggling to try to keep the utilities on and food on the table.
He may not consciously realize it himself, but he's not just shopping for a legal service. He's shopping for reassurance.
The woman who is unable to work due to an injury and worried about supporting her family, the man whose wife and children moved out last week and many others in need of legal assistance feel that the world is out of control. Helping these prospective clients see the days ahead in manageable pieces and clear action steps will not only set their minds at ease, but will build faith in you and your ability and willingness to help.
Of course, you never want to create unrealistic expectations in a client; you can't solve all of their problems and shouldn't pretend that you can. But you do know what to do next, and how to break down the issues your client is facing and focus your energy (and his) on those aspects you can address productively. By clearly conveying that, you can help your client see the life changes he's facing as manageable and give him clear action steps for the pieces of the coming process that are in fact within his control. In doing so, you help alleviate his anxiety and sense of chaos, and also help him to make the first decision on the path to regaining control: hiring you to help address the coming legal hurdles.
Putting it into practice:
- Clearly restate your prospective client's key concerns so he knows that you "get it"
- Tie your responses and advice to the things he cares about
- Use language like "Here's how I can help with that..." and "The first thing I would do for you..."
- Give him something manageable to work on: don't keep him in the dark or throw an overwhelming task list at him right away
Attorneys--how do you help your clients and prospective clients feel confident in your ability to help them regain control in emotion-driven areas of law?
