We’ve previously talked about the reasons many attorneys undercharge for their services, and how increasing your fees won’t necessarily affect your conversion rate. The reason: People don’t buy on price—they buy on value. Build up your perceived value as a professional, and people will pay pretty much what you ask. In most cases, attorneys accomplish this goal by positioning themselves as an authority in their area of practice.
Forbes writer Stephanie Chandler puts it this way: “If your business is about you…it’s essential that you look for ways to stand out against the competition by establishing authority in your field.”
I’ve seen many attorneys effectively double their fees—while increasing their client load—simply by branding themselves as the definitive expert in their field. Let’s discuss several ways you begin building your authority and increasing your value.
4 Ways Lawyers Can Build Authority
- Attorneys who advertise that they can (and will) take any kind of case generally earn the least per client. Focus on one practice specialty, and you can charge more.
- Become certified. Meeting the bar’s certification requirements in a particular practice area instantly increases your value as an attorney.
- Become an author. Write a book. The word “author” is based on “authority.” It’s easier than you think, and prospective clients will view you as an expert. (I used to hand out my book in lieu of business cards.)
- Become a public figure. “Celebrity” lawyers can charge the highest fees, for no other reason than that they are known. Once you’ve written the book, use it to land interviews on TV, radio and podcasts. Schedule speaking engagements around the book. Get your name, face and voice in front of the public and watch your authority soar.
Our team is standing by to take your law firm practice to the next level. Call us at 888-907-9958 to schedule a consultation.