Active sales of legal services. Sale of legal services. Why you should start selling legal services to legal entities

“Do you want to sell your legal services at a high price?” I have not met a single professional who would answer “no” to this question.

To the second question, “Why don’t you sell then?” - I get the following responses:

· Customers will not buy

· Competitors are cheaper

· In our city no one sells services at high prices

Let's figure it out, if high prices are so attractive, how to sell high in practice?

Let's start with the fact that prices for legal services are an abstraction. For example, how much does it cost to litigate a criminal case in court? The lawyers with whom I worked cited a range from 30,000 rubles to 1,500,000 rubles for starting work in the first instance. Will a lawyer for 1.5 million defend you 50 times better than a lawyer for 30,000 rubles? You understand very well that this is unlikely. Then why can one lawyer charge 50 or more times more than another? It's simple. Let us introduce several axioms regarding pricing:

· Prices for legal services are an abstraction. Price does not guarantee the quality or quantity of the service provided. Prices depend on many subjective factors.

· We don't know how much money the client has. We must admit this. We can guess, but we don’t know the exact amount the client is willing to spend.

· The price of a service is a measure of quality. This is how it goes: if we cannot determine the quality of a service, we choose based on price. The highest possible price that we can pay. Don't believe me? I’m ready to discuss with you on Skype. Add me, my Skype is zasuhin J

How to sell legal services at a high price?

Let's take a practical look at how to sell legal services at a high price:

1. Just raise the price

What happens if you raise the price by 10-20%? Most likely - nothing. In my practice, clients don't even notice it. We live in a world where prices are constantly rising, so a small change in price will not be noticeable to customers.

2. Sell ​​value

A classic statement in marketing is: “Nobody needs drills, everyone needs holes.” Likewise, your clients need the value that you provide to clients by providing services. What does a client get by entrusting their business to you? Peace? Saving time? Confidence in the result?

3. Work on your fame

Fame - sells . The more you are known to your audience, the easier and more expensive you can sell your services.

4. Make your service unique. The more unique the service, the more expensive it can be sold. How to make a service unique? Analyze the market, what are your colleagues doing? What can you do to add additional value to your service?

Try it, using even one of the proposed methods, you can significantly increase the profit of your practice. In addition to profit, high prices will bring you significantly higher quality customers.

Sincerely, Dmitry Zasukhin, Legal marketer

P.S. Do you want to know how to increase sales and attract more clients? Subscribe to my newsletter at

Very often at a seminar, lawyers interrupt me and say: “How can I tell the client? They will then go and do it themselves. Why do they need me?
Tell me, if the same dentist tells you in detail and shows you how to put fillings, will you go and put a filling, even if you have the equipment for your family? The answer is obvious. It’s the same in your practice. And the client who goes to resolve legal issues himself, as a rule, is not your client. You won't get anything other than brainwashing from such self-taught people.
It is important to understand! The appeal of free stuff is deeply embedded in our brains. It is beyond any rational explanation.
If you want to be successful in attracting clients, you will need to implement a free strategy:

2.11. Strategy 11. Decoy services

I have already said many times that the consumer is constantly haunted by fear: “Did I choose the right lawyer? Will they help me? These fears prevent the client from easily contacting you and paying you money.
Stepping a little aside, I will say that these fears are quite natural and are present in any human relationship. Take, for example, the relationship between a man and a woman. How does a man meet and establish a relationship with a woman? Does he immediately invite her to spend the night with him? (No, there is, of course, the method of Lieutenant Rzhevsky, but, as you know, you can get it in the face). A man begins with insignificant advances: invitations to a restaurant, a movie, or a walk. This way the man shows: I’m not scary, you can trust me, everything will be fine.
Remember! The main strategy in marketing legal services is not to sell the client on the first touch.
How to put this into practice?
There is a concept in marketing front-end(bait) - a service or product with which we catch our client.
How to build such a “hook” in the legal business? The general rule is: offer the consumer a low-cost or free service that allows them to interact with your business.
Hook service options for legal business
Free consultations.
Free document preparation.
Books.
Seminars.
Free information products (articles, videos).
Which of these options should you choose? The easiest way is to create a series of information products that help the customer solve their problem. This could be a series of articles, video consultations, recordings of your seminars.
Remember! Having spent once on recording an information product, you can attract customers for years.
For example, let's say you are involved in divorce proceedings. Make a series of articles on the topic “How to get a divorce, saving nerves and money”, release a video “The 10 most important mistakes when filing a divorce.”
How does this affect the client?
Remember how a man cares for a woman. The same thing will happen to your client: they will come to the office, receive free material, understand that you are a professional in your field, and will pay you money for a legal divorce settlement.
Important note! Such information materials should contain only useful information! No water!
What if the reception doesn’t work?
Let me show you how global brands successfully apply this technique in practice:
Printers: cheap devices - then come expensive cartridges.
Gillette razors: cheap machines - expensive blades.
IT services (telephony, hosting): the ability to use the service for two weeks for free.
Cars: test drives.
For bait services to work effectively, use them as an element of two-step advertising:

2.12. Strategy 12. Customer training

The legal sales paradigm has changed. Every year it becomes more and more difficult for lawyers to break through the barriers of secretaries, executive assistants, and ordinary employees in sales. What is the reason? The reason is that in business schools and books we were taught: the goal of any business is to satisfy the customer's needs. So hundreds of law firms are striving to satisfy this need. All modern sales negotiation techniques are aimed at asking what the client needs and then offering him a solution.
Lawyers are greatly mistaken in thinking that clients clearly understand what they want, what need they want to satisfy. Practice shows that the majority of clients do not have their needs formed. They most likely notice their legal problems, but do not attach any importance to it. Formulating a new paradigm for selling legal services, we can say: first you need to create a need among the consumer, and only then move on to satisfying it.
How to start forming needs? There is only one answer: through training clients and increasing general legal literacy.
What do clients want to learn from lawyers?
Clients are more likely to buy your services if you can teach them the following things:
How to run a business more efficiently and profitably using legal knowledge and skills.
How to avoid mistakes when resolving legal issues in business.
What to do if an error occurs. How to act wisely.
Simply put, clients want you to teach them how to do business more efficiently, how to get more value, how to reduce costs by applying your legal knowledge.
The old legal sales paradigm said that clients themselves knew what they needed. The new paradigm allows you to beat your competitors by shaping your customers' needs through education.
To some extent, sales are transformed into the approach that we have in medicine: the doctor will first educate you, give you a consultation, and then write a prescription.
What benefits will customer training give you?
More attracted clients. First, training is a great enticement service. For example, by inviting a client to your seminar, you will remove the initial fear and be able to move on to more substantive negotiations. Secondly, by training the client, you make him more professional, he begins to understand legal issues more easily and makes purchases easier.

A simple everyday example.
The most striking method of teaching smokers not to smoke is to show them the lungs of a smoker. If you want clients to order, for example, the implementation of a bankruptcy procedure, show them what will happen if the bankruptcy procedure is not launched on time.

More sales to existing customers. When we start training clients, we shape their needs. In practice, we get excellent results and repeat sales increase.
Increased profits. Training may be an independent service for which you will charge money. One of our clients, a criminal lawyer, conducts training at enterprises. He trains employees on what to do in the event of a search. He charges very good money for such instruction.
Conducting seminars, consulting, and training can be a good additional source of income.
Customer retention. It is important to understand that customer education is not only about additional sales. It's also about building relationships with clients, which helps retain them.
Expert status. The person who teaches becomes a priori an expert in the eyes of people.
Important! The introduction of a client training system is a powerful factor in building a legal marketing system.
You are professionals. You understand legal issues better than the client. You will have to teach the client. Customer education is a very effective tool in the competition.

2.13. Strategy 13. Internet marketing

No one will argue with the fact that the Internet is becoming the main means of obtaining information in our time. An important feature of the Internet is its interactivity. People on the Internet not only receive information, but also actively disseminate it. New mechanisms of word of mouth, which are so beloved by lawyers, are emerging. We can say without a doubt: which of the lawyers will better use the mechanisms of the Internet in the 21st century will be more in demand by clients.
If you want to be successful in attracting customers, you will have to learn and implement internet marketing techniques. I’ll say right away, as a professional: you will be bored and uninterested in understanding marketing tools on the Internet. What happens if you don't master them? It's simple: unscrupulous performers will be able to screw you over by getting money from you.
We remember! The Internet is a strategic resource for attracting clients to the legal business!

2.14. Strategy 14. We sell services at high prices

Do you want to sell your legal services at a high price? I have not met a single professional who would answer this question: “No.”
To the second question: “Why don’t you sell then?” – I receive the following answers: “Clients will not buy”, “Competitors are cheaper”, “In our city no one sells services at an expensive price.”
Let's figure it out: if high prices are so attractive, how to sell expensive legal services in practice?
Several axioms of pricing.
Prices for legal services are an abstraction. How much does it cost, for example, to conduct a criminal case in court? The lawyers I worked with quoted a range from 30,000 to 1,500,000 rubles for starting work in the first instance. Will a lawyer for 1.5 million rubles defend you 50 times better than a lawyer for 30,000 rubles? You understand very well that this is unlikely.
Price does not guarantee the quality or quantity of the service provided. Prices depend on many subjective factors.
We don't know how much money the client has. We must admit this. We can guess, but we don’t know the exact amount the client is willing to spend.
The price of a service is a measure of quality. This is how it goes: if we cannot determine the quality of a service, we choose based on price. We settle on the maximum possible amount that we are able to give.
Remember! The worst option in the legal business is to act according to the “Fast, high-quality, inexpensive” strategy. After all, there will always be colleagues who will offer the service even cheaper. They will fall in quality and professionalism, but they will make it cheaper.
The only reasonable option is to strive to sell legal services at a high price!
Why is one lawyer able to charge high fees, while another is content with significantly less? For me, as a legal marketer, high pricing is one marketing technique that anyone can use.
Why is it worth learning how to sell legal services at a high price?
Knowing how to sell services at a high price, you save your time. Fewer cases with higher fees gives you the opportunity to focus on each case, which helps you improve the quality of your work.
You will increase your expert status. If you learn to charge high fees and can justify them to clients, then you will give a great advantage to your practice as a whole - clients will perceive you as a better specialist.

2.15. Strategy 15. Built sales system

You will be surprised, but just attracting customers is not enough. They also need to professionally sell the service. But professional sales suffer greatly in legal practice.
Why does your legal business need professional sales?
To beat the competition. The client has long wanted a professional approach in everything. Not only when the service is directly provided to him, but also when he is sold. When you sell professionally, you can feel it. You clearly explain to the client what he is buying, saving him time and effort. Clients appreciate this.
To be able to sell your services at a high price. Are you chosen based on price? You may be to blame for starting a price war. A professional approach to sales, when you know how a client buys and how to sell your service to him, allows you to sell your services at a higher price.
To have financial stability. More clients - more profit - more stability. You clearly formulate your budget, which will allow you to achieve the most important things.
To gain confidence in the future. Chronic search for money, chaotic sales of legal services to clients - all this does not have the best effect on the quality of legal services provided. You simply cannot take care of a client's problems when you have no money to pay your employees.
What is professional selling?
Systematic approach to sales.
Understanding the psychology of sales.
Active interaction with the client.
Professional negotiations with clients during the sales process.

Chapter Summary

The key to being able to work successfully with clients is the comprehensive implementation of the following actions:

Homework.
1. Fill out the table (for the services you provide):

2. Come up with bait services for your clients.
3. Make a brochure for businessmen “7 mistakes of an entrepreneur that end in court.” Promote your brochure.
4. Prepare a guide (5-7 pages) for your clients that addresses the problem they most often come to you with. Tell us in it how to prepare for its decision.

Chapter 3. Formation of strategy in marketing

In the previous chapter, we looked at basic marketing strategies. Now let's figure out how to formulate an overall strategy.

3.1. Strategic Marketing. Your practice in five years

3.2. How to formulate your competitive advantages?

3.3. Choosing a Specialization

End of free trial

Many sellers have to sell services rather than goods. This area is in demand. Such services are provided in medical and educational institutions, beauty salons, and taxis. They are provided not only by companies, but also by individuals performing certain work. But not everyone knows how to properly organize a business so that it brings a stable and high income. How to sell services will be discussed in the article.

Why is this necessary?

Entrepreneurs are often called upon to sell services with goods. Many companies pay more for this. But not all sellers understand why this is necessary. Is it possible to sell services if the business has just opened? This must be done. You just need to use proven methods.

It all comes down to the fact that the service is considered, that is, the profit from it is higher than from goods. For example, the markup on an air conditioner may not be noticeable; during the season, the sale of this equipment often brings a small profit. But if the installation of equipment is ordered, the company will receive a high income, which will pay for everything.

Principles of selling goods

All people have different methods of receiving information: a person can be visual, auditory or kinesthetic. Some remember everything visually, others by hearing, and still others by touching the object. For a full-fledged person, all 3 methods work, but there is always a more comfortable one.

Selling something to visual and kinesthetic learners is difficult. The seller can talk a lot about the product, but if the buyer does not see or touch it, then it will not be easy to sell it. Many customers search for products on their own, so they focus on their senses. So it is important to use sales methods that suit the majority of people.

Features of service delivery

The service is considered a more delicate thing. For the client to like it, you need to learn how to present it correctly. How to sell services? You should rely on proven principles:

• services must be of high quality, otherwise they will not be popular with clients;
• training of sellers plays an important role, since the success of trade largely depends on them;
• it is important to create visualization of services: brochures, leaflets, posters, folders, presentations - this is how buyers perceive information better;
• clients must be assured of safety and receiving an individual approach.

If you take these rules into account, you can correctly sell goods and services. This will help attract customers who may become regular ones. At the same time, it is necessary to improve the work of your company, improve the quality of service and find new methods of attracting customers.

Step by step instructions

What services can you sell? Any, the main thing is to use proven methods:

• it is necessary to choose an implementation method taking into account the needs of clients;
• it is necessary to introduce unique features into the activity that are unlike competitive ones;
• it is important to clearly position the company;
• it is necessary to use flexible pricing;
• you need to create a convenient purchasing process;
• it is necessary to advertise services;
• An individual approach is important for each client.

With such principles, you can promote any services, making them in demand. It is important to choose an appropriate distribution method, for example, by telephone, via the Internet or other media.

Visualization

Consumers need to see the work, so they need to be shown a video or photo. You can provide consultations and conduct trainings. If this is information work, then you can submit reports on electronic media, for example, screenshots, presentations.

Consumers need to evaluate performance results, so they should be shown. Facts about the work done are of great importance. If the consumer is satisfied with everything, he will definitely seek help.

Selling services by phone

This type of sales is considered one of the most difficult. Nowadays, various companies work this way: banking services, Forex. Investments, installation of meters, Internet connection. How to sell a service over the phone? You must adhere to the following rules:

• due to high competition, good sales scripts are needed to help with clients;
• sellers must use sales techniques and also know everything about the services they offer;
• it is important to be able to work with objections and close transactions correctly;
• telephone sales should be carried out using paraverbal communication - intonation, voice;
• It is important to make the required number of calls in a specific period of time.

It should be borne in mind that whatever service is offered, if it is in demand, it is necessary to find a client. This is often done with the help of It is necessary to monitor the work of competitors.

Internet use

How to sell legal services, as well as medical and transport services? You need to have your own website designed according to modern requirements. What services can you sell using it? Perfect for booking tickets, making translations, and consulting in various areas of life.

The site should contain informative, optimized articles. There should be feedback, a function for accepting payments, and a section with reviews. It is necessary to take advantage of the power of social media that can be used to build community. This will allow you to come into contact with customers. You can create advertising on the Internet in other ways.

How to lure clients?

Business requires strong people. And if there are a lot of clients, you should not relax. Competitors can lure them to their side at any time. How to sell services so that there are always people willing to buy them? Poaching methods must be used. Now this is practically the only option to increase sales.

Competitors have pros and cons. Marketing policy should be based on shortcomings. It is important to offer more favorable conditions than other companies. For example, Internet providers offer free connection and setup. Such techniques will help you find many new customers.

Dumping

How to sell services so that it brings high profits? You can use dumping - reducing the cost (below the market price). This tactic is needed to force small firms out of the market. Dumping is great for promoting a company.

Just keep in mind that those customers who came for the price can quickly disappear. They will not be permanent, because they are attracted by more profitable options that may appear in other companies.

Competitors' mistakes

How to properly sell services in other ways? You can take advantage of your competitors' mistakes. We need to take advantage of this. For example, if a provider has a communication outage, competitors whip up panic using the media. At this time, it is important to offer more favorable conditions.

Secrets of successful selling

You need to focus on the client, not the service. This is the key to success in business. For a client, you need to become a friend who is attentive to his interests. Every little detail is important to service users. You should quickly respond to requests, phone calls, and greet politely. The first impression is important.

The company must be honest with consumers. Therefore, you need to keep your promises. Only quality services will be sought. If discounts and promotions are offered, then all this should be realistic for the client.

Correct positioning of services is necessary. Consumers evaluate this based on personal experience. This is how people’s opinion about the work of the company develops. If one consumer likes the company’s activities, he will offer to use its services to other people. Each person is unique, therefore, with the help of an individual approach, you can form a positive attitude towards the work of the company.

Services in demand

Currently the best selling services are:

• household;
• informational;
• advertising;
• transport;
• specialized.

Home services will always be in demand as people constantly need help in their daily lives. This could be home renovation, cosmetology work, or a hairdresser. Ateliers, clothing repairs, and dry cleaning are in demand. It’s no wonder that many such companies are opening now.

Household services include caring for the sick and children. Some use such help due to lack of time, others - due to lack of skills. Opening a company providing household services does not require large investments compared to other types of business.

You can sell household services using advertising, publications on the Internet, distributing brochures and booklets. It is necessary to regularly arrange discounts and promotions for customers, and then they will become permanent.

Information services are in demand. They allow you to receive advice from specialists in various fields: recruiting, searching for clients, auditing, consulting on special issues, collecting information, training courses.

Information services can be advertised through radio, television, newspapers, and the Internet. Each client should be provided with a business card and a brochure with types of activities. An individual approach to each person helps to attract buyers of services.

Advertising services, which are necessary for every company, are popular. You can create banners, organize events, place advertisements. The services of animators and promoters are in demand. Companies need help creating websites and promoting them.

Popular in Russia This can be the transportation of goods, passengers, courier delivery. All types of effective advertising are in demand for this activity. Specialized services include medical, legal, technical, and construction. Each of these areas is promoted through proper sales management.

18/10/2013

The nature of the legal business is that you will always find it difficult to compete on price. No matter how low the prices you offer, there will still be colleagues who will offer legal services cheaper. Competing on price is a dead-end path to developing a legal practice. Why, then, do most lawyers not seek to sell their services at a high price? The following standard objections are encountered:

Customers won't buy;
- competitors are cheaper;
- in our city no one sells services at high prices.

Let's look at how to increase fees in practice without scaring off clients.

Prices for legal services - abstraction

How much does it cost to litigate a criminal case in court? The lawyers I worked with in Russia quoted a range from $1,000 to $50,000 for trial work. Will a $50,000 lawyer provide 50 times better defense than a $1,000 lawyer? Unlikely. Then why can one lawyer charge many times more than another? It's simple. Let us define several axioms regarding pricing:

High fees are technology

Why is one lawyer able to charge high fees, while another is content with significantly less? For me, as a legal marketer, high pricing is one marketing technique that anyone can use. Below in the article I will describe methods that will allow you to painlessly raise prices for legal services. But first, let's get the main thing out of the way.

Why is it worth learning how to sell legal services at a high price?

First, the ability to sell services saves your time. A smaller number of cases with high fees makes it possible to concentrate on each of them, thereby increasing the quality of work.

Second, as we have already said, price in the legal business is a measure of quality. If you learn to charge high fees and can justify them to clients, you will give a big advantage to your practice as a whole - clients will perceive you as a better specialist.

So, enough of the lyrics, let’s look at it in practice.

How to sell legal services at a high price?

Let's look at a few simple methods on how to sell your services at a higher price.

Method one. Just raise the price

What happens if you increase the price by 10-20%? Most likely - nothing. As can be seen from my practice, clients do not even notice such changes. In our world, prices are constantly rising, so a small change in price will not be noticeable. Try revising your price list starting Monday and raising prices by 7%. If any of the clients notice, then politely explain that the cost of office rent, utility bills, contributions to funds, taxes has increased (choose the most appropriate option).

Method two. Sell ​​value

A classic statement in marketing is, “Nobody needs drills, everyone needs holes.” Likewise, customers need the value that you provide when providing a service. By entrusting your business to you, the client receives peace of mind, time savings, confidence in the result and other benefits.

I'll tell you an example from our practice. In Krasnoyarsk, the task was to increase sales of subscription services in a law firm. We have prepared booklets and presentations that clearly demonstrate how our legal outsourcing saves entrepreneurs up to $11,000. We made an analogy with trips to Thailand. At the same time, the cost of services was increased by 15%. As a result, we talked to the potential client in a language he understood: “If you order outsourcing from us, you will save three vacations in Thailand in a year.” As a result, sales increased by 30%.

Method three. Working on fame

Fame sells. The more famous you are among your audience, the easier and more expensive you can sell your services. Set a goal to publish 12 articles in the media during the year, plus find opportunities to give 12 interviews. Believe me, after this your fame will reach a new level.

Method four. Make your service unique

The more unique the service, the more expensive it can be sold. To make your service unique, analyze the market and find out what your colleagues are doing. Think about what you can offer on your part that will add additional value to your service.

Example: many law firms offer such a service as obtaining Ukrainian citizenship. In Kazan, we did the following - we introduced the concept of opening a “turnkey” business. Along with registration, we offered clients the development of three standard contracts. In fact, they combined two services into one. This move allowed us to raise prices by 50%.

Method five. Surcharge for urgency

As you know, there are clients to whom the service should have been provided “yesterday”. Great! For urgent service, enter a 20% surcharge to the cost of the service. At the same time, explain to the client that an urgent matter requires an individual approach, which is why you will have to slightly “push aside” the cases of other clients. Clients simply love it when others are bullied, at least verbally, because of them.

Method six. Additional payment for working with a managing partner

Are you a leader, but at the same time still a practicing lawyer? You have to pay extra to work with a managing partner! How many? At least 30-50%! The client understands this! For him, you are the most experienced wolf on the team, and he is willing to pay extra for this experience.

Method seven. We introduce options in our services

If you have ever experienced buying a car, then the following situation will be familiar to you. When you look at the price in the price list, it is quite reasonable. But then marketers prepared a surprise in the form of “options”! You choose one, the other seems to be needed too, and I would like this one too. As a result, you were “conned” for an amount that is 20-30% higher than the initial one!

I propose to introduce this principle into your practice. You work with the client around the clock - plus 10% to the standard price! We are ready to outsource consultation on both personal and production issues - plus 15% to the contract cost!

Method eight. We use chants

In practice, we are faced with the fact that many law firms miss out on their sales for one simple reason - they simply do not offer the client to buy.

Have you been to McDonald's? When purchasing, you will always be asked: “Will you take the pie?” A simple question, but it can significantly increase the company's sales. This technique is called speech. Speech is a standard phrase that is used to invite a client to buy an additional service.

Example. At one bar association in Moscow, we sought to increase sales of the “Support of Enforcement Proceedings” service. A standard speech module was developed for negotiations with the client: “Tell me, will you seek execution of the court decision yourself? We have a service “Support of enforcement proceedings”, our specialists will force bailiffs to work for only 10% of the amount collected... payment upon delivery.” A simple phrase, but it worked about 30% of the time.

Method nine. Introducing a VIP offer

The method is as follows: we introduce into our service, for example, divorce, a VIP package worth $10,000. When a client asks how much it costs, we first talk about the “VIP” service, then about the “Standard” service, which costs $2,000. Is it true that after “VIP” “Standard” already seems inexpensive? The most surprising thing is that approximately every tenth person buys the service at the VIP tariff. In general, you understand the principle.

Instead of a conclusion

I often hear from professionals that a 10% increase in the cost of services (or a discount of the same amount) are little things that should not be paid attention to.

Let's do some math. Let's say you sell your service for $100, the cost of the service is $30, your total profit is $70. What happens if you raise the price by 10%? That's right, you will sell your service for $110 and your profit will be $80, that is, an increase of 14%.

This is only in one go! And you can apply 2-3 techniques right away, increasing your profits by 30-40% without costs.

The main takeaway is this: By understanding how customers perceive your pricing and implementing a few of the techniques described above, you can ultimately increase your profits by 100% or more!

Dmitry Zasukhin - legal marketer, Moscow (RF)

Why are services more difficult to sell than, for example, things that can be touched, tried on, tested? There are several reasons for this.

The problem is a pig in a poke

First of all, this is a pig in a poke problem. A service cannot be assessed before you have received it. In addition, with regard to legal services, it can be difficult to determine whether it is of high quality or not, because the client himself will not be able to understand and evaluate this.

Let’s say a court decision in which the case was lost can serve as evidence of the low quality of the service, but even then only partially, because in most cases, the outcome of a court case is a weaving of many circumstances, among which the lawyer’s work itself is not in the first place in its importance for the outcome of the case.

Unstable result

Unstable results, the human factor, the peculiarities of law enforcement, when in the same courts, some categories of cases can be resolved in one month in one direction, and in another month in the other, in addition, the human factor on the part of the lawyer himself, defense lawyer, representative when in some matters he gives his best, but in others, for one reason or another, he does not try or misses something.

The problem of unobvious need

The need for the services of a lawyer, as well as for the services of a doctor, is, in principle, not obvious. The services of a lawyer are even less obvious than the services of a doctor. Of course, some people put off seeing a doctor until the last moment, until they feel really bad, and then they will run to the doctor.

It's the same with lawyers. People may put off, put off, put off seeking legal help. Of course, this applies to a lesser extent to cases when we are talking about a criminal case, and a person can be put behind bars, then, naturally, they immediately rush to contact a lawyer. If the case is not criminal, but some other case, there are many examples, then the problem is not so obvious, and people will delay until the last minute.

For example, if a person is at fault for an accident, instead of hiring a lawyer at the stage of consideration of the case in the traffic police, he comes 2 years after the accident, when he has been sued for half a million for damages by subrogation, etc.

Well, the main competitor of the lawyer, which I have already mentioned, is the client himself, because in many categories of cases he can do something himself to try to solve his problem, sometimes taking many unnecessary actions and further confusing an initially difficult situation.

Process and results services

There are 2 types of services – process and results. In process services, the process of providing the service itself is important for the client (consumer), but the end result is unimportant (for example, riding on attractions). And in effective ones, on the contrary, only the final result is important for the client, and the process itself is secondary (for example, treatment for an illness).

Why do you need an understanding of what services you provide, process or result-based? In order to better understand how a client thinks, what he pays attention to when choosing a lawyer for his case.

The problem when selling legal services is that most services are productive, in particular, legal representation, but are perceived by the lawyers themselves as procedural, and money is taken specifically for the process (for each court hearing, for example), at the same time for the client It doesn’t matter at all how many meetings you attend – all that matters to him is the result in the form of a positive outcome of the case.

This is where the systemic disagreements between lawyers and their clients lie.

How can you distinguish a process service from an effective one? From the client's point of view, if the service can be provided instantly, then the service is effective. If the process of providing the service itself is important to the client, then the service is process-based.

Court cases last for at least six months, sometimes more than a year, and therefore for a lawyer this service seems to be procedural, because he goes to court hearings month after month, writes complaints, petitions, carries out a lot of work for a long time, while for the client Only the end result is important.