Well, you already know that nothing makes me happier than hearing about my client’s successes – and even more so when it’s the direct result of a coaching session. Last week was another one of those wonderful moments for me. I want to share this real world success story with you because it also proves the power of value add, and the importance of thinking about value add possibilities for your internal or external clients.
In our last coaching session, my coaching client and I discussed the concept of value add. To bring the reader up to date on that: to be viewed as value add, the benefit or action has to be an “above and beyond” kind of thing – something that is outside of the clients normal expectations about their law firm/legal department. Winning a case is great, but is not necessarily value add. Nor is returning phone calls promptly or providing great advice. Generally, those are all expectations that the client had in hiring you. Value add has to go beyond those expectations and be something out of the ordinary that: a) you thought of and provided (if the client asks for it, it’s not value add); b) provides a benefit and/or makes their life easier in some way; and c) (for firm lawyers) doesn’t show up on their bill!
Getting back to our real world success story…
In the course of our coaching session, I introduced the concept of value add as a marketing tool. The session also included brainstorming about some possible steps for reconnecting with a prior client from whom there had been no new business for a while. During that discussion, my coaching client thought of a 50 state analysis that she had done on a topic that was particularly relevant for the prior client. She thought it would be something her prior client would view as helpful and valuable. Further discussion indicated that her knowledge of her prior client’s business would enable her to customize and update the chart with a fairly minimal time investment. Right after our session, she and an associate who works with her did just that. She then sent the easy to use chart, now customized for the prior client’s specific business, on to the prior client.
The result? The prior client really liked the chart and called back to say thanks. That phone call led to new business for my client. Like I said, nothing makes me happier than hearing about my coaching clients’ successes.
What would your clients consider to be value added? Identifying and providing it will differentiate you AND strengthen your client relationships – both key components of successful legal marketing.
