A while back, when I was just starting my practice, I read an article about a survey done in Missouri (not my home state) concerning impressions that clients had of attorneys whom they had previously retained. The point of the article was that most respondents said that their attorneys were competent; they knew the law. What made most people decide whether an attorney was good or bad, at least for them, was the clients perception of the amount of effort that their attorney was devoting to their matter. Did the attorney specifically ask his secretary to “hold all calls” during our first meeting? Did the attorney make a phone call or phone calls while the client was in the office after a first meeting to demonstrate that this is an important enough matter for him or her to get started on, right away? Did the attorney send copies of ALL correspondence to the client, so the client was kept informed on progress on his or her matter?

We now have tools which speed up communication. it is easier to keep clients informed with emails and cell phones. But, have these means of communication really assisted us in communicating? The answer to that question depends on the professional. We can do a better job of communicating now, and show the effort that sets us above the ordinary, if we are not lazy or hesitant. People use our services because we are experts. The way we show this is by representing them imaginatively and consistently. It doesn’t help if we have a cell phone if we don’t return calls. What good are unresponded emails?

After more than 40 years of practicing law, I am just beginning to get it. Your clients and customers want to feel important. They want to feel cared for. You have the tools; you need to apply them and let your clients understand just how very talented you are and why they are so lucky to have you on their side.