08/30/2011 12:43:00 PM EST
Is Your Firm A Milky Way or Snickers Bar?
And which do your clients prefer?
Can your clients or prospective clients determine which you are? Do they care?
Astin Tarlton has an entertaining piece on
Attorney at Work that talks about clients being like kids in a candy store.
If all candy looked and tasted alike, like law firms, how is a poor kid (or prospective
client) able to make a choice. It would just be random.
As Merrilyn points out, all firms
say they have the best lawyers, who went to the best schools, and the firm has
the best offices this side of Mars "in an historic low-rise building"
instead of a skyscraper. All that means very little to a client as it turns
out. I'm sure she would agree, what clients want is a lawyer who has the
experience to solve their personal or business problem. In other words, the
client is not interested in a lawyer/law firm that looks and tastes like every
Every client's wants and needs are
different, of course, and they want a law firm that solves their
problem. So, a firm needs to clearly articulate their experience, so that the
client is capable of making an informed choice on who can take care of their
problem, not everyone else in the world's problems.
So, it is important that law firms
take a risk. No firm can be all things to all people. Merrilyn advises
"[t]hink differently. Create something unique. It's what they want."
Don't be like a candy bar that looks
tastes like all the others.
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