Providing Value Creates Trust


It seems almost daily we read about new cases of fraud being perpetrated on consumers.  If only these stories were fake news. Sadly they are not. No wonder people are skeptical about their professional relationships. To create meaningful relationships with clients firms need to provide value.  If you can provide value, you build trust and trust leads to more referrals and more business.

How do you add value and build trust?  First, always put yourself in your client’s place by viewing your practice from their perspective. Ask yourself what is important to them and how can you solve their problems? Always be focusing on the benefits provided by your firm when you communicate.  So many firms simply list their features and areas of legal specialties in their content and communications.  This is not good enough.  You have to take the next step by illustrating or explaining how your firm benefits them and solves their problem.

Secondly, be transparent in your explanations and your communication.  One way to convey transparency and build trust is to moderate your language for your client.  Keep in mind you may be speaking to someone who has never had a legal problem in the past.  Like Denzel Washington says in the movie Philadelphia, “Explain it to me like I’m a 5 year old.” If you can keep things simple and transparent, you will build trust.

Thirdly, always respond quickly and communicate regularly. When you don’t reach out regularly whether it is with a phone call, a text message or an email you begin to erode your client’s trust.  It is human nature to assume the worst when you don’t hear from someone so stay in touch regularly and keep your client from making negative assumptions.

Lastly, create a memorable client experience. Client service and client experience are not the same thing.  An easy example I can share is from an Italian Restaurant in my area.  The food is good, not great,  but the customer experience is unique and fun. The owners of the restaurant have little “gifts” they give to every female customer while they are dining. The gifts range from miniature flashlights to fake jewelry. These “gifts” are inexpensive fun trinkets that probably cost about .10 cents each but bring a smile to every female customer from the ages of 5 to 80. It should come as no surprise that the restaurant has been in business for more than 30 years and continues to delight generations of families. 

Client experiences creates an emotional connection between your client and your firm, not just a satisfied client but an advocate for your firm. Maybe you create a policy of writing a quick hand-written thank you note to every client or you make a donation to a local charity in the name of the client, anything that sets you apart and makes the client feel good enhances your client’s experience. 

If you want to review your current marketing strategy please feel free to schedule an appointment with me!

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