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The 3 Types of Clients

By February 5, 2019October 28th, 2020law practice, Marketing for Lawyers

Which of these three types of clients do you want more of?

Which do you want less of?

Most lawyers don’t think about this much, probably because they don’t feel it’s within their power to attract better clients.

But you can attract them, if you understand the process.

We can talk about the process later, for now let’s make sure we recognize the 3client types.

The categories are: poor, mediocre, great.

Let’s go in reverse order in terms of desirability.

And see if you recognize where the various clients you’ve served over the years fit in terms of these categories.

1. Poor Clients

These are clients you have to take on because of various factors, such as…

  • You’re desperate to cover overhead & pay the bills
  • You’re just starting a new practice and you can’t be picky
  • You have no idea how marketing works and you assume that you have to take whatever walks in the door.

Because you feel like you have to take on these clients…

You aren’t picky about what their personality is like.

If they’re ungrateful, presumptuous, wildly unreasonable, and unrealistic…

Well, you just put up with it because…you knowlooming bills and overhead.

Maybe you’ve never even handled the kind of legal problem they have.

Doesn’t matter.

You’ll have to figure it out—even if it takes extra time (precious time!).

Many of these people complain about their bills, and they’re late making payments.

Sometimes they just don’t pay. And that’s agonizing beyond words.

But you suck it up because…you know, you have to pay the bills.

If you ever get a complaint filed against you with the legal ethics police, it’ll be from this kind of client.

You know this, right?

2. Mediocre Clients

These are clients you feel like you should take on because:

  • They were referred by someone you feel obligated to (family, friend etc.)
  • They seem nice and you like them
  • Their problem is one you’ve worked on before although not a lot

These are the kind of clients that most lawyers aspire to get.

Mostly because they think this is the best kind of client they are able attract.

These clients are okay, so maybe you are satisfied having them as your “ideal clients.”

They don’t give you too much trouble (for the most part).

They pay their bills on time (for the most part).

But let’s be real, about the downsides too.

They aren’t super-enthusiastic about working with you.

They don’t follow your advice all the time.

And when things blow up, they don’t see the connection between them not following your advice and the ensuing onslaught of problems that result from their refusal to do what you recommended.

You might tend to think of these kinds of clients as “acceptable,” but they’re not.

Or at least you shouldn’t see them as acceptable.

These are mediocre clients.

And you should aspire to attract better ones…

So that you’ll feel totally confident turning these mediocre clients away.

You need to refer mediocre clients to lawyers who are desperate for anything that walks in their door.

You want to start attracting clients that fill you with positive energy. Namely…

3. Great Clients

These are the kind of people that you enjoy just being around because they’re pleasant and appreciate your good advice and your hard work.

These are people that you’re so compatible with that you wind up being close friends.

These people absolutely love you and everything you stand for.

They will enthusiastically refer their good friends and close family members to you (and those folks will love you too!).

These clients happily pay your fees—quickly, and without any complaint.

And when you raise your rates they don’t say peep because they know you’re worth it.


Think about it!

Have you ever had a client like this?

If not, would you like to?

Or if you have, would you like to have more?

Well, like I said there is a strategic process you can use to get more of these great clients.

It’s a proven process. As in “it works for everyone, all the time, in any kind of practice.”

Is it easy to implement?

No, it’s not. Obviously, right?

Because if it were easy then everyone would be doing it. But as you know, very few lawyers are doing it.

I figured out how to do it by accident. Well, at least the first part I figured out by accident.

Then I had to go on a major research binge to put all the pieces together. Once I did that..

I was amazed.

I was even more amazed when I started showing other lawyers how to do it, and they got the same results.

I shouldn’t have been so amazed. The process is pretty much scientifically-grounded.

But, it’s not easy to implement because…

Well let’s not get into all the complexity and other stuff right now.

Suffice it to say, the process works, and…

If you’re not easily distracted by “get-rich-quick” tactics then you can learn.

The highest level of success comes from playing the long game.

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