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.