Affinity Consulting Blog

Define value in your law firm to drive return business and make clients raving fans.

Value is a funny thing. What is valuable to one person is not always valuable to someone else. As consumers of products and services, we have different ideas of what makes a product or a service valuable, and we regularly struggle to understand other people’s perception of value when it does not match our own.

Think about the services your firm offers. Do you really know what your clients see as valuable? You might thing results are the most valuable thing you can deliver to a client. But for some, although results are important, communication might be more valuable. But these are things we never know unless we ask the questions. We often see firms taking the time to do things for their clients that they perceive as valuable, but the client simply does not. Value is often defined as something we do for our clients that they are willing to pay for, that changes their situation, and that is done right the first time.

Understanding your client is the key to adding value to the services you provide. Happy clients are your best source of repeat and new business, and unhappy clients are exactly the opposite. There is a direct connection between understanding what is valuable to a client, delivering that value, and creating what we like to call a ‘raving fan’. If you have not read RAVING FANS by Ken Blanchard and Sheldon Bowles, it really is a must read. My favorite quote of the book is this: “Your clients are only satisfied because their expectations are so low and because no one else is doing better. Just having satisfied clients isn't good enough anymore. If you really want a booming business, you have to create Raving Fans.”

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