Three Small Shifts to Create Big Client Service Opportunities
- Matt Plavnick
- 4 days ago
- 2 min read
"What do you want to do?" More marketers have sunk their credibility with lawyers by asking that seemingly polite question . . .
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I see marketers commonly miss three opportunities to lead lawyers. With a small shift, each becomes an inflection point when serving lawyers.
Missed Opportunity 1: "What do you want to do?"
Opportunity Shift: "I recommend [_____]. Here are the advantages. [List advantages.] Can you see that for yourself/this project?"
Why? Sure, there are different approaches that could work. You show up as a leader when you make a suggestion and ask the right questions.
Learning how the lawyer reacts--and working with them to get through the moments when they don't love an idea--are core credibility builders.
This is where trust, rapport, and confidence are built.
Missed Opportunity 2: Giving a lawyer exactly what they ask for.
Opportunity Shift: Give them what they ask for, only better.
Why? Sure, not every project deserves extra credit. But you'd be surprised how many can benefit from that little cherry on top that you know will work and the lawyer doesn't. How can you know? Don't settle for what they ask for. Ask the lawyer what they want, or what success will look like.
Your curiosity is your secret weapon to see beyond a lawyer's words and into the image in their minds--which are frequently different.
This shift allows you to delight and surprise lawyers, leaving them wanting more.
Missed Opportunity 3: Under-communication.
Opportunity Shift: Pre-communicate and over-communicate. Tell 'em what's gonna happen, tell 'em what's happening, and tell 'em when it happened--and why it matters.
Why? If a lawyer asks for an update, you're already too late. It means they don't know where the project stands, and they're worried, or at least wondering, if they can count on you.
Nip this in the bud with simple, frequent updates. And always take the moment to share what the effort meant, how it helped, share positive feedback, or otherwise pat the attorney on the back.
That way they know you are thinking of the value of the effort, not merely its "done" status on your to-do list.
Watch your work and that of your teammates. You'll spot numerous opportunities to employ these shifts. Try them out, get comfortable, and see how these changes affect your leadership dynamic or improve a relationship.