How to supercharge your business development and client experience

In episode 16 of the Empowering Law Firm Leaders podcast, Emma discusses how to improve the client experience to impact your business development efforts. She also shares how to build confidence in client conversations, how to avoid talking solely about cost, and the emotional drivers of buying behaviour.

Emma Egerton-Jones, non-practicing solicitor and client experience and business development coach, shares her insights on overcoming common business development challenges and delivering excellent client service.

In this conversation we cover:

• The distinction between client care, service levels, and client experience
• The common business development challenges – and the solutions to overcome them
• Tips to avoid talking solely about cost
• Best practices for increasing confidence
• The six emotional drivers of buying behaviour and how they impact your firm

Three essentials for running a successful modern law firm

1. People-centric approach – Emma emphasises the importance of a people-centric approach. “Achieving sustainable high performance in our law firms is quite difficult,” she notes. Law firms need to develop a culture that prioritises people at all levels, including clients and team members. “Developing a culture of people-first, at all levels, leads to a better overall experience for everybody,” she explains.
2. Business focus – “Everybody in the firm should understand what it means to be a legal business,” Emma says. This includes understanding how to develop work, protect profit, and boost cash flow. “Encouraging legal entrepreneurs to explore new ways of working keeps the firm agile,” she adds.
3. Experience-driven –  “Client experience ensures a stable workflow and maximises client relationships,” she explains. Equally important is the employee experience, which empowers staff and helps retain them. “Staying open and curious about how to improve experience leads to natural innovation,” she notes.

Distinguishing between client care, service levels, and experience

Understanding the distinctions between client care, service levels, and client experience is crucial for delivering exceptional service and fostering long-term client relationships in law firms.

Client Care: Client care encompasses the regulatory aspects, compliance requirements, and ethical obligations that law firms must adhere to. “It’s the have to dos that most people hate,” Emma notes. While essential, client care alone does not differentiate a law firm in the eyes of the client, as it is expected and required by all firms.

Service Levels: Service levels focus on the functional and operational delivery of legal services. “Service levels are where most law firms focus the bulk of their efforts,” Emma says. This includes the tasks and activities performed for the client, such as drafting documents, providing legal advice, and handling transactions, and how efficiently and effectively these services are delivered. “Service levels generate highly satisfied clients,” Emma explains. When done well, service levels lead to positive feedback, testimonials, and short-term recommendations. However, while important, service levels primarily address the immediate needs of the client and may not create lasting loyalty or emotional connection.

Client Experience: This goes beyond the functional delivery of services. “Client experience is about the emotional impact of every interaction your client has with your brand,” Emma says. Client experience is about creating positive emotional connections that drive clients to feel truly connected to the firm. “If we do it well, those fully connected clients go on to spend more, pay faster, and actively look for opportunities to sell you and support your business,” Emma explains. Client experience fosters loyalty, advocacy, and long-term relationships, making clients more likely to return and recommend the firm to others.

How to navigate cost conversations

Clients often push for free advice or negotiate lower fees, making it essential for lawyers to handle these conversations with confidence and clarity. Emma offers strategies to navigate cost discussions effectively and maintain the value of legal services.

Setting Expectations: “Make sure your messaging doesn’t create an expectation of free advice,” she advises. Firms should clearly communicate that while initial discussions may be no-obligation, detailed advice and legal work will incur fees. “We need to reassure clients that they won’t be charged unless they know the work is going to be charged for,” she explains.

Taking Control: Emma suggests starting the call by outlining how the conversation will proceed. “I understand that this is a really stressful situation for you. So what we’re going to do is have a chat about the circumstances, and then I can ask you some questions to understand the legal issues,” she advises. Lawyers should take control of the conversation and set a clear agenda to avoid giving away free advice.

Holding the Boundary: Clients will try to ask detailed legal questions during the initial conversation. Emma recommends explaining why detailed advice cannot be provided without formal engagement. “Unfortunately, for insurance and regulatory reasons, I can’t give you the detailed advice you need on this call,” she suggests saying. “There’s nothing wrong with being clear that both of us need to be protected for us to get into the meat of that.”

Articulating Value: When discussing costs, it’s crucial to explain the value of the services being offered. “If we just give a client a price, all they know is that they can compare your price with another firm’s price,” Emma notes. Instead, lawyers should explain what the client will receive for the fee and how it addresses their specific needs: “Connect the value to the meaning for that specific client; their wants, fears, and needs.”

Six emotional drivers of buying behaviour

Emma discusses six core drivers that significantly impact client decisions and their connection to a law firm. These drivers, identified through extensive research by Harvard Business Review, are essential for creating positive emotional connections with clients and influencing their buying behaviour.

1. Trust

Trust is the foundational emotional driver in any client relationship. “Trust is no surprise… There are lots of ways that we build and lose trust through a client journey,” Emma explains. Law firms can enhance trust by being honest about what they can deliver, keeping clients informed, and addressing any issues promptly and transparently.

2. Knowing the client

“Clients want you to know them,” Emma explains. This involves understanding their individual needs, preferences, and concerns.

3. Making it easy

Ease of interaction is a critical factor in client satisfaction. “Remove the friction at any point in the client journey,” Emma suggests. Clients appreciate when processes are straightforward and hassle-free. “Make everything feel easy for them,” she says. This can include user-friendly online portals, prompt responses to inquiries, and clear guidance throughout the legal process.

4. Understanding the client

“They want you to be the legal team that just gets it,” Emma explains. This involves active listening, empathy, and emotional intelligence. By connecting with clients on an emotional level and showing that they truly understand their concerns, law firms can build deeper, more meaningful relationships. “It’s that presence piece—you’re connecting, you’re empathising,” she notes.

5. Delivering on promises

Reliability and consistency are key to building trust and satisfaction. “Deliver what they expect you to deliver,” Emma advises. Clients need to know that they can count on their legal team to meet deadlines, provide accurate advice, and achieve the promised outcomes. “If you say you have a two-hour callback guarantee, you absolutely need to deliver a two-hour callback guarantee.”

6. Fixing problems

“Clients don’t actually expect you to be perfect,” Emma notes. When problems arise, addressing them promptly, transparently, and effectively can enhance trust and loyalty. “When things go wrong and problems are fixed well, it’s actually trust amplifying,” she explains.

Creating a lasting impact: Enhancing client experience to grow your firm

Enhancing client experience is not just a strategy for law firms—it’s a necessity for sustainable growth and success. Emma’s insights underscore the importance of being people-centric, business-focused, and experience-driven.

By understanding and leveraging the emotional drivers of client behaviour, law firms can build trust, foster loyalty, and create lasting relationships. Implementing practical strategies to navigate business development challenges, articulate value, and build confidence in client interactions will empower legal teams to thrive. Ultimately, a commitment to enhancing client experience will not only differentiate your firm but also drive long-term growth and success, creating a lasting impact in the legal industry.

Watch the full interview with Emma Egerton-Jones now to discover more advice and guidance on enhancing client services and winning new business. You’ll also hear Emma’s exclusive advice on building confidence in business development and how to win clients for life.