What are you Selling?
Good customer service has two sides:
- What the client actually sees first-hand; and
- What happens behind the scenes that the client may or may not see.
Let’s take a look at the second aspect.
In Tomorrow’s Lawyers, Richard Susskind recalls one of his favorite business stories. New execs at a power tool company are asked whether the company sells the drill or the resulting hole in a piece of wood. In the story, the execs answer the former, but the trainers naturally indicate the latter. Regardless of the product, the customer is seeking the end result. It is the company’s job to find new and innovative ways for the customer to get the hole in the wood.
The same holds true for lawyers. The client is purchasing the completed contract, the estate plan, advice on resolving a dispute, or the handling of a merger, etc., etc. Often, how you get there is of little consequence to the client. The client wants quality work without breaking the bank. You may have all the fancy technology in the world or the most impressive office space, but if you cannot deliver the end result, who cares?
Take a look at how you serve your clients. Are there ways to change processes on the back end to improve customer service? This may mean using a document automation platform because re-creating a document each time is inefficient and drives up the expense for a client. This may mean adding administrative support through an army of virtual assistants instead of taking on the expense of additional on-site staff. Either option will increase turnaround time on work product for clients and improve customer satisfaction.
The list goes on and on. Be creative. Figure out the best way to get the client their hole in the wood.
About Chad Burton
Chad Burton is the founder of Burton Law LLC, a virtual law firm based in Ohio and North Carolina. His practice focuses on business law and litigation. Chad also writes, presents and consults with lawyers on practice management and technology issues. He also tries to post to this personal blog...
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Lawyers don't sell drills or holes. We don't sell contracts, estate plans, consultations or dispute resolution either. Our stock in trade is judgement. Anyone can find a contact, a will or "advise" on the Internet. Its the listening to and determining the needs of the client, anticipating what can go wrong and adapting general principals to specific situations that we offer. It is knowing what to address in a contact, estate planning documents or pleadings. That is judgement. And that is what sets us apart from Internet forms, do it yourself solutions and the advise of friends. It is also what sets one lawyer apart from another. Judgement!
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