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“How much is it?” she asked. You respond. “The lawyer down the block will do it for half that,” she snips and starts to move away.

You can’t do it for that amount. You won’t do it for that amount. Now, you need to explain it.

Your service is better. Thus, it costs more.

Some prospective clients don’t understand that paying you more costs them less. It’s your job to educate them.

• You invest more in education.
• You spend more on training.
• You’ve got experience.

Yes, if their service was as good as yours and they sold it for less, then it would make sense for your prospect to go elsewhere. However, that’s not the case, right?

Your education, training, and experience allow you to:

• Spot issues,
• Be aware of the existing case law,
• Know the impact of statutes,
• Understand the local legal environment and players,
• Know how to navigate around those obstacles,
• Anticipate changes in the legislature and courts,
• Understand the impact of those changes,
• See the future before it happens, and
• Do the work with that future in mind.

I’ve been watching the low price lawyers for decades. They come and they go.

They aren’t happy working for less. Better opportunities come along. They get into difficulty. They go away.

You can compete on low price. But that’s how services and products turn into commodities. If you go that way, you’d better be clear that’s the market you want.

You’ll have to hire lower and lower quality employees. You’ll have to cut your investment and eliminate costs.

You’ll end up lowering the quality of your offering. Then you’ll be able to match their price.