Legal Marketing & PR

Value questions to ask your top clients (Part 2 of 2)

By Jim Hassett

This post concludes our list of questions to ask top clients.  As noted last week, the idea is to pick just a few that fit your situation, schedule a meeting to discuss them, and listen to them while they talk 80% of the time.  Whatever the client says, do not argue or get defensive.  Just listen.

More questions about client satisfaction

• In the past, what are some of the things that you?ve liked most about working with law firms, both our firm and others?
• What have you liked least about working with law firms?
• When you select outside counsel, what factors are most important to you?
• When you rate lawyers? performance, what factors are most important to you?
• How do you decide when to do work in-house, and when to use outside counsel?
• What future trends in your business or industry will affect the need for legal services?
• What are your biggest legal concerns?
• How would you describe your overall impression of our firm?
• What mistakes can be made when lawyers don?t understand your business and/or industry?

Big picture business questions  

• What are the biggest challenges that you face in your job?
• What keeps you up at night?
• Where do you see your industry going in the next few years?
• What does your ideal customer look like?
• What works best in finding new customers?
• Who are your biggest customers?
• What is it like to work for your company?
• Who are the key people you work with?

Active listening questions

These simple prompts can help assure that you listen 80% of the time.

• Tell me more about ____.
• Would you elaborate on ____?
• Give me an example of ____.
• What else should I know about ____?
• How does ____ fit the picture?
• Talk to me about your experience with _____.
• How do you handle _____?
• What makes this urgent?
• Why is this important right now?
• What bothers you most?
• How tough a position does this put you in?
• How does this affect you?
• Why is this important to you?
• How does that sound?
• Do I have it right?
• If you were to go ahead with ____, when would you ____?
• What else should I ask about?

For a more open ended discussion of current trends

If you would like to create more specific questions to fit your client?s precise interests, begin by reviewing Paul Lippe?s influential article ?Welcome to the Future: Embracing the New Normal.? Then use your background knowledge of the client to create specific questions about one or more of the trends Lippe discusses: alternate staffing, predictable pricing, defined quality, client intimacy, technology, and process innovation.

Full post as published by Legal Business Development on September 22, 2010 (boomark / email).