Special thanks for today’s ResultsMailVT goes to Charles G. Bakaly, Jr., Esq., a mediator and arbitrator with JAMS in Los Angeles, who years ago told me about his Four R’s:
Where do you stand on each R? The answer gives you a simple map to see what you need to do now.
- If you don’t have the right relationships, could it be because you’ve never defined “right” in specific, useful terms? This definition will be based on your Door-Opener problem, i.e., the underlying business problem that drives demand for your service.
- If you have the right relationships but don’t get business or referrals from them. Could it be that when it comes time for them to hire counsel you don’t come to mind because you have no clear position in their minds that associates you with a problem or challenge they’re dealing with?
- If you have results, do the “right” people know about them in relevant terms? If you describe your results as winning a case or closing a deal, that's pretty thin. Wouldn't it have greater impact to describe the beneficial outcome you helped produce, e.g., "eliminated a $50 million claim," or "achieved a loan rate reduction of a half percent, which saved the client $300,000 per year"?
- What percentage of your clients hire you again? Whether it’s high or low, do you know why they come back, or don’t? Find out. You may be able to communicate that to others or fix a negative.
Many tactical reports of client satisfaction interviews show that even good clients don’t refer others to you. When asked why, the most common response is, “No one ever asked me to.”
If you grant them some “think time,” these four simple words can help you recognize what you need to do to change the future. Your coaches are in the “how” business. Call them.