How Clients Buy

Chapter 6Obstacle #3: Things Aren't What They Once WereIt Is Harder Than Ever to Sell Expert Services

John Bates and Van O'Steen graduated from the University of Arizona in 1972, eager and ambitious. Within two years the young men would be known to every lawyer in the country and the subject of hushed conversations in courthouse lobbies and over partner dinners. As they walked across the stage on the day of their graduation, however, they had no idea they were about to rock the world of consulting and professional services.

John and Van couldn't wait to get out of law school and effect social change in a world they saw badly in need of legal help. John had been voted outstanding student and gave the commencement address to his class of 1972. Van had graduated cum laude and was an editor on the law journal. Yet instead of cashing in on their honors and going to work for any number of prestigious law firms in Phoenix, they decided to join the Maricopa County Legal Aid Society, where they worked with poor clients. “[We saw] a huge number of people were being turned away [from mainstream law firms] because of lack of financial resources,” said John. It upset them both. It wasn't fair that legal expertise was only available to the rich.

They decided to act on their convictions and start their own independent legal clinic dedicated to serving the poor. John and Van wanted to make sure that people could access legal services at an affordable price. Their clinic would offer cut-rate ...