Trey Ryder 2014-04-01 00:23:27
You differ from other lawyers in many positive ways. These we call your competitive advantages. Now let’s add to that list by seeing what else you can do that will make you so unusual that prospects would not even think about hiring a competing attorney. Adding value can relate to many different things: how fast you respond to clients, how accessible you are, the services you offer, and your staffing and client resources. You can do many things to add value to your services. Make sure that what you do adds value from your prospect’s and client’s point of view. Here’s an example: For three years I leased a vehicle. During the lease I took the vehicle to the dealer for service. Then I bought the vehicle. Since the lease had ended, I was thinking about having the vehicle serviced by someone other than the dealer. But since Payson is a small mountain town, I don’t have many choices for good, reliable mechanics. So I continued to go to the dealer. Still, it was getting to be a hassle. I had to take the car in the morning — talk with the service writers — and then get a ride back to my office. That would consume an hour. At the end of the day, I would again shut down my office. Then the shuttle would take me to the dealership to get my car. That took another hour. So on any day that my car went in for a $19.95 oil change, I would lose two billable hours. Over the three years I went there for service, the service manager and I had become friends. One day I said, “I like coming here for service. But I have a problem: I can’t afford to give up two billable hours every time I get the oil changed.” He calmly turned to me and said, “No problem. I’ll send somebody to pickup the car.” It never occurred to me how easy it would be for him to solve my problem. This problem — which was costing me hundreds of dollars of billable time — he solved in seconds. What’s more, it cost him almost nothing because the person who shuttled my car was working at the dealership anyway. The pickup and delivery service he provides has a very high perceived value to me. Yet it costs him next to nothing. I encourage you to look for something similar. What can you do that might take a heavy burden off your clients and shift that burden to you? Hopefully, you could do things with your existing capacity and staff. Ask yourself, “What can I do that will be so attractive to my clients that they will hire me every time and not even think about hiring another lawyer?” These new ways you add value to your services become additional competitive advantages, which you can emphasize in your marketing message. Trey Ryder specializes in education-based marketing for lawyers. For more information, visit www.treyryder.com.
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