This is the final post in a three part series on value billing that Grant has graciously invited me to write for Home Office Lawyer. Part I covered the definition of value billing and setting expectations with clients. Part II discussed setting the fee and using options and change orders. In this final post of the series, I’ll talk about guarantees and reiterate the elements involved in using a value billing system.
Guaranteeing your services
Many proponents of value billing recommend providing a client with a guarantee. If the client is going to agree to a fee (and often pay the fee) up front, the client is entitled to some guarantee.This is a radical concept for most lawyers, but it's worth considering.
Of course, lawyers cannot guarantee results or specific outcomes. But they can guarantee a level of performance.
Providing a guarantee often provides the client with a reason to contact the lawyer at the first sign of discomfort, rather than after the client is so dissatisfied that the relationship is beyond repair. And, as noted earlier in this series, even in hourly billing arrangements, lawyers effectively guarantee their clients’ satisfaction: if the client gripes about the bill, the lawyer reduces the fee to keep the client happy.
Good business practices
Many of the elements of a value billing arrangement are simply good business, regardless of how lawyers calculate their fees. Many lawyers are so eager to get started with a new client or matter that they don’t take the time to gauge the client’s understanding of the scope of the engagement, the manner in which the fee is calculated, the work involved, the time frame, the variables that could affect the outcome, the likelihood of reaching the client’s goals, and how the matter will affect the client’s business or personal life, among other factors.
Important factors to keep in mind with value billing:
- Set expectations with the client up front
- Define the scope of the engagement
- Discuss the client’s expected or anticipated outcome and the likelihood of achieving it
- Determine what features or services are important to the client
- Provide the client with options
- Put the agreement, including the scope of the work and the fee, in writing
- Define the variables which might change the fee
- Use change orders when unforeseen circumstances arise
- Provide the client with a guarantee of performance (not results!)
Bottom line: value billing should be a good deal for both lawyer and client.
If you’ve got more questions about value billing, attracting your ideal clients or running your practice more profitably, please visit my blog, the Legal Ease Blog, or my website, LawyerMeltdown.com.