The Five Things That Family Court Clients Really Want
Lee Rosen recently discussed the fact that times have changed when it comes to what potential clients are (and aren't) looking for when interviewing lawyers to decide whether to retain them. He wisely writes that there are advantages to being represented by competent counsel in these cases, and he claims that lawyers should understand that there are five things that clients really want to buy:
- More money. You’ve got to show them how hiring you will allow them to end up with more money.
- More time. Show them how you’re going to save them time and free it up for other important activities. Demonstrate how your systems and experience will accelerate the process and let them get on with the enjoyable parts of their life.
- Less frustration. Explain how your work will keep them from being forced to do things they don’t like. Show them how you’ll help them avoid document editing, financial analysis, data input, financial organization, etc. and the associated hassles.
- Avoid loss. They worry about losing it all. They don’t want to lose their money. They don’t want to lose the connection with their children. They don’t want to suffer a significant lifestyle change. You’ve got to show them how you spot opportunities to save them money and preserve their portion of the estate. Show them how you’ll help maintain the physical and emotional connection to the children. Show them how you’re going to protect them.
- Feeling good. Help the client understand how hiring you will make them feel better. They’ll know things are being handled and that they can relax. They’ll feel less anxious. Some will even feel better about themselves when they tell others they’ve got a high powered, high status divorce lawyer on their side. They’ll feel good.
Mr. Rosen claims that these are the real client concerns, and he urges attorneys to stay focused on them. Lawyers shouldn't allow themselves to get distracted by explaining the law and saying the same old things. Of course, these five issues will vary from client to client, and generally only one or two will be important to any given client. As you listen to the client, think about which concern is foremost in the client’s mind and engage with the client over that issue. Great advice!
Source: "5 Things Prospective Clients Really Want to Buy" by Lee Rosen, published at his Divorce Discourse blog.
