How Clients Buy

Chapter 12Element 4: I Respect Your WorkYou Have the Right Stuff to Help Me

Now things are starting to heat up.

1. The client knows who you are.
2. They understand what you do.
3. They are interested because what you do is relevant to their priorities.

All that is well and good, but they are far from choosing to work with you. Before they can comfortably engage, they have to take your measure. The pros we interviewed all agreed: nearly every one of them spoke of the need for potential clients to trust you.

Our view is that trust is a big word that sits like an umbrella over two equally important concepts that are usefully separated. The first is “trust” as a near-synonym for the word “credible.” A client has to feel there is a high likelihood you will be able to do what you say you will do. The second is “trust” as a near-synonym for “loyal.” A client has to feel you have their best interests at heart.

• I trust you will get the job done.
• I trust you have my back.

To avoid confusion, we call the first of these two “trusts” respect. When a client respects your experience, background, and track record, they are confident you will get the job done.

Billy Newsome, a good friend of Doug's, is partner with Nexsen Pruet, a leading Southeastern law firm headquartered in Columbia, South Carolina. Listen to him talk about the importance of establishing personal credibility:

Much of what you have to learn about the practice of law is through experience, interacting with clients and learning ...