My
father
was
an
amazing
lawyer.
Everyone
knew
that
when
Larry
the
lawyer
walked
into
a
room,
he
was
the
smartest
guy
there.
Years
after
he
retired,
he
was
walking
down
LaSalle
Street
in
Chicago
when
a
former
client
spotted
him,
ran
across
traffic,
and
asked
if
he
was
still
practicing.
My
dad
said
no,
he
was
just
in
the
city
helping
with
an
arbitration.
The
client
smiled
and
said,
“You
were
the
best
lawyer
I
ever
had.
And
God,
were
you
cheap.”
That
moment
stuck
with
my
father.
He’d
always
believed
he
was
fair
with
his
billing,
but
that
exchange
made
him
realize
he
may
have
confused
fairness
with
undercharging.
Like
many
lawyers,
he
never
saw
himself
as
a
businessperson
—
he
was
focused
on
service,
not
pricing
strategy.
But
the
truth
is,
the
business
of
law
requires
both.
Too
many
lawyers
undervalue
themselves,
write
down
or
write
off
time,
and
justify
it
in
the
name
of
client
care.
In
this
article,
let’s
explore
why
that
happens
and
how
to
fix
it.
The
Mindset
Behind
Discounts
When
a
lawyer
discounts
a
bill
before
the
client
even
asks,
it’s
rarely
about
the
client,
it’s
mostly
“head
trash”
that
the
lawyer
is
experiencing.
Fear
of
confrontation,
discomfort
around
money,
and
a
desire
to
be
liked
all
play
a
role.
But
clients
don’t
respect
discounts;
they
respect
value.
Do
you
think
your
dentist
is
concerned
with
the
price
you’re
paying
for
a
filling?
Professional
services
should
be
treated
the
same
way.
Client
relationships
built
on
value,
not
price,
will
help
get
your
mind
on
the
right
track.
Discounting
tells
clients
your
time
is
negotiable.
Over
time,
that
erodes
the
perceived
value
of
your
expertise.
Let’s
look
at
how
we
can
approach
this
sensitive
topic
with
confidence,
starting
with
understanding
that
basic
quality
and
service
are
not
merely
table
stakes
in
the
long-term
loyalty
with
your
clients.
Three
Keys
to
Delivering
Value
The
antidote
to
pricing
pressure
is
building
the
relationship
and
delivering
clear,
undeniable
value.
That
happens
through
these
three
essential
habits:
1.
Set
clear
expectations.
Internally,
make
sure
associates
and
paralegals
know
how
long
a
task
should
take
and
what
“done”
looks
like.
Externally,
talk
to
clients
early
about
budgets
and
timelines.
Establishing
expectations
avoids
the
disconnect
that
often
leads
to
billing
disputes.
2.
Be
responsive
and
provide
quality.
Clients
define
value
through
responsiveness
and
results.
Return
calls
quickly,
communicate
status
updates
before
they
ask,
and
connect
the
dots
between
your
work
and
their
business
outcomes.
It’s
not
enough
to
win,
they
need
to
understand
your
value
is
undeniable.
3.
Be
more
than
their
lawyer.
Trusted
advisors
go
beyond
legal
tasks.
Ask
about
the
client’s
goals,
challenges,
and
even
personal
milestones.
Celebrate
their
successes.
Get
as
much
facetime
as
possible
with
them.
Help
them
solve
business
problems
that
may
not
require
a
lawyer
but
do
require
your
perspective
or
strategic
introductions.
When
you
care
about
the
person
behind
the
client,
deeper
relationships
and
loyalty
naturally
follows.
What
about
if
they
see
a
bigger
bill
and
ask
you
to
lower
it?
When
a
client
expresses
concern
about
a
bill,
resist
the
urge
to
cave.
Instead,
handle
the
conversation
with
confidence
and
empathy.
Try
this
four-part
approach:
-
Acknowledge
their
point
of
view:
“I
can
see
how
this
bill
might
seem
higher
than
you
anticipated.” -
Reaffirm
your
value:
“Let’s
review
what
was
done
and
how
it
directly
impacted
the
outcome
we
achieved.” -
Clarify
the
details:
“Here’s
a
breakdown
of
the
work
completed,
the
time
invested,
and
the
results
delivered.” -
Reestablish
expectations:
“My
commitment
is
to
transparency
and
fairness.
Let’s
align
on
what
success
looks
like
going
forward
so
everything
stays
clear.”
These
statements
project
professionalism,
empathy,
and
control,
without
giving
away
your
worth.
The
Ultimate
Goal:
Confidence,
Communication,
and
Connection
The
best
firms
aren’t
discounting,
they’re
deepening
relationships.
They’re
setting
expectations
early,
communicating
value
clearly,
and
showing
clients
that
working
with
them
isn’t
just
a
transaction,
it’s
a
partnership.
When
your
clients
see
you
as
indispensable,
they
stop
negotiating
and
start
appreciating.
That’s
when
loyalty
becomes
automatic,
and
your
value
—
psychological
and
financial
—
finally
aligns
with
your
worth.
To
continuing
getting
articles
like
this
and
more,
go
to
www.bethatlawyer.com
or
email
[email protected]
for
direct
advice
in
growing
your
book
of
business.
Steve
Fretzin
is
a
bestselling
author,
host
of
the
“Be
That
Lawyer”
podcast,
and
business
development
coach
exclusively
for
attorneys.
Steve
has
committed
his
career
to
helping
lawyers
learn
key
growth
skills
not
currently
taught
in
law
school.
His
clients
soon
become
top
rainmakers
and
credit
Steve’s
program
and
coaching
for
their
success.
He
can
be
reached
directly
by
email
at [email protected].
Or
you
can
easily
find
him
on
his
website
at www.fretzin.com or
LinkedIn
at https://www.linkedin.com/in/stevefretzin.