Law Firm Marketing: How Caring Can Be a Competitive Advantage
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Referrals continue to play a huge part in new business for attorneys because they are based on trust, and trust is based on the customer experience.
People will forget what you tell them. They may even forget your name, but they will never forget how you made them feel.
One of my employees recently had an experience that illustrates this powerful marketing principle beautifully. She relates...
"I went to the dermatologist the other day for my annual skin scan, a necessary evil when you live in Arizona. As usual, I was handed several forms to update my medical records. The receptionist also handed me another piece of paper and asked me to read it as I waited for the doctor, telling me it was mine to keep.
"I didn’t keep the paper, but I can’t quite forget what was written on it. First, it was clear the doctor had written it himself. My doctor has quite a personality, and it shone through immediately. It was typed with no capitalization and haphazard grammar – clearly not a professional writing job – and it looked as if it had been Xeroxed a thousand times.
"The gist of his message was this: There are circumstances when I will have to take a piece of your skin for a biopsy. Your insurance company requires that we send it to their preferred lab, where results are read by machine. However, my preferred method is to send it to X Lab, where results are examined by medical technicians and shared with me. This gives me the opportunity to confer directly with the biopsy specialist about your diagnosis. I am ultimately the responsible medical party for your health, and this provides me with the comfort of knowing I have obtained the most accurate diagnosis. You should know that your insurance company may charge you a bit more for using X Lab since it is not their policy to use X Lab as a preferred vendor, but it is my policy to obtain the most accurate diagnosis.
"I was unbelievably impressed by this. I did not care one whit that any biopsy may have cost me a little more out-of-pocket. But I did care a lot that my doctor explained this to me in a way that clearly demonstrated his top priority was my health. If anyone I know ever needs a referral to a dermatologist, this guy is certainly at the top of my list!"
What does this have to do with law firm marketing? This story is a perfect illustration of how doing something simple to build trust and a relationship with clients can come back to you many times over in new client referrals and repeat business.
If your clients spend time waiting at your office, consider handing them something to read that will reinforce their trust in you and help you build that referral relationship. When’s the last time a magazine did that for you?
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