Dominguez & Guiu

Strategy has no value, without a good quality service, especially as it is precisely this aspect that the client will base their decision. The quality of the service is a concept which is based on the ability to manage the emotions of the client. If we manage them well the client will hire our services and will stay with us.

The quality of service is the ability to provide the service that each client needs accurately, and in the manner required by each client. It is not a standard concept, as what may be sufficient for one client for another it is not. Quality is giving each one what they expect. There is no good or bad quality. Quality must be understood as a good concept per se. The so-called "bad quality" should really be called a bad service experience or bad service.

Quite often to deliver what the client wants requires change and there is much resistance to change because it implies that one does not recognise that something is not being done well and therefore, correct it. There are those who prefer not to move and continue as they are, which in turn means that their market share does not move. To win you have to take a controlled risk; to change, without losing the essence of who you are.

The improvement in all aspects (fees, clients, etc.), relies on controlled change without fear. If we have a goal and we want to get there we must begin to walk, if we don't, we should not complain because it is obvious that the target will not come to us. Who aims for their goal, reaches it. Who does not, stays where they are.

Technical capabilities are not the crux of the matter. Specialist knowledge about any subject does not mean being able to adapt to each client's needs. Technical excellence is a condition sine qua non. The misconception is that this is a merit. We live in a country where there is the belief that we should reward the things that are done well, when it should be an obligation. It is unforgivable for a professional to do things badly.

Another traditional belief is that professionals must focus on those cases that come to them, not to look for cases that they would like to have. As we have said many times, those who are at the mercy of the market have to deal with the consequences.

Having bad clients is a choice. And we must learn to say NO. When there is a quality service, bad clients are discarded naturally.

It is important to consider the following: If I was a client, I would want the best service, as a professional I am obliged to offer it.

© 2011 Iolanda Guiu, consultant on organisation and communication, Dominguez & Guiu partner

Note:  Iolanda Guiu is co-author of the book Legal Marketing: What the client actually hires from the lawyer, available on Amazon.