In talking with existing and potential clients about your work, it’s most important to focus on their needs and concerns to learn how you might best help them. At some point in the conversation, of course, you will need to share resources and recommendations. When that time comes, be sure to tell your clients about the work that you do—particularly the work that you enjoy doing most.
I was working with a group of partners recently, discussing how to best deal with a very challenging client. We were deep into the details, sharing ideas about what to do, when to do it, how to communicate most effectively, etc. The conversation was engaging, solutions were being adapted, and the client was making very good progress. During this time, one of the leaders in the room passed me a note that said, “I really get how much you are enjoying this.”
What do you enjoy most about your client work? Usually, the kind of work you love to do is the work you do best. What do you love to do? I have noticed that clients can tell when I’m really engaged in my work. They can hear it in the quality and focus of my questions and in the intensity of my recommendations. When you are clear about the work you enjoy most, that clarity will help you promote your work more effectively and attract more of it.
Of course, it’s too much to expect that you’ll enjoy every aspect of your work. But every client matter includes different aspects of work. For example, if you love research or due diligence, you might emphasize the impact of thorough research prior to negotiation or estate planning. Or if you love communicating with clients during the duration of an acquisition process, you might emphasize the critical importance of clients being informed every step of the way. Or if you really enjoy depositions, you could stress the importance of clear, thorough discovery/testimony in litigation or in preparing a case for settlement.
This isn’t about excluding any type of work the client might need; it’s about emphasizing the areas in which you excel.
One further suggestion: when you share these aspects of your work in response to an existing or potential client’s needs, it’s best to tell a story about how this work has helped your clients in the past. Client satisfaction stories, particularly those featuring work that you really enjoyed, help a potential client learn what they can expect from you should they retain you. How responsive will you be? How professional is your work product? What level of expertise do you provide? Clients are listening for that; your enthusiastic story of what has served clients in the past paints a picture for them. And what’s more, if it’s work you love doing, it will probably be fun and easy for you to talk about it.
So be clear about which components of your work you really enjoy. And be ready to share why you enjoy them with potential clients. Remember that enthusiasm is contagious; let people see it and it will serve you well!