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March 08, 2017

Value questions to ask top clients

Improved communication can strengthen relationships with top clients. From a project management perspective, this may include not just communicating about the details of a particular matter, but also asking general questions about a client’s perception of value. The questions in this list will be helpful in preparing for these discussions. The idea is to pick a few key questions that fit this situation, schedule a meeting, and let the client talk 80% of the time. Do not argue or object to criticism, just listen.

Direct questions about value

  • How could we increase the value of the services we provide?
  • How satisfied are you with our services, on a scale from 1 to 10?
  • What could we do to increase our rating?
  • What do other firms do that you really like that we don’t do?

Questions from the ACC Value Challenge

Background: The ACC Value Challenge is an initiative of the Association of Corporate Counsel, “The world’s largest community of in-house counsel, with more than 30,000 members in over 75 countries.” Its goal is to promote “value-driven, high quality legal services that deliver solutions for a reasonable cost.” The questions below were reproduced from ACC’s web page discussion of “How to talk with outside counsel (or clients).”

  • “How can we re-establish trust and improve our relationship, on both sides?
  • How can we assure an adequate flow of work so that outside lawyers understand the client better and can be more efficient in what they do?
  • How can we get junior lawyers better trained, priced at more reasonable levels, practicing law more on the front line, and less likely to leave?
  • How can we better budget and manage costs and staffing?
  • How can we better institutionalize the relationship?
  • How can we evaluate progress and performance?
  • How can we create a culture of continuous improvement, on both sides?”

More questions about client satisfaction

  • What do you like about working with our firm?
  • What could we do better?
  • What could we do to make your life easier?
  • Can you think of any ways we could help clients like you, or new services we could offer?
  • Could we better use technology to be of service to you?
  • What type of status reporting do you like? Weekly? Monthly? Email or phone?
  • Would you recommend our firm to others? Why or why not?
  • If you managed a firm like ours, what would you do differently?
  • How would you rate the quality of our legal product?
  • How well do we listen to your concerns?
  • How well do we understand your goals?
  • How well do we understand your industry?
  • Do we do a good job keeping you informed?
  • Do we explain legal issues in terms that are easy for decision makers to understand?
  • Do you perceive us as genuinely committed to your business success?
  • Do you perceive our lawyers as prompt, responsive, and accessible on short notice?
  • Are our billing statements accurate and complete?
  • Do our invoices include an appropriate level of detail?
  • Do you think our fees are fair and reasonable?

Note: Many of these questions address your service and could easily be reworded to ask how clients perceive other law firms they have worked with in the past. That can be an excellent way to get insights into where competitors are vulnerable.

Questions about client satisfaction

  • In the past, what are some of the things that you’ve liked most about working with law firms, both our firm and others?
  • What have you liked least about working with law firms?
  • When you select outside counsel, what factors are most important to you?
  • When you rate lawyers’ performance, what factors are most important to you?
  • How do you decide when to do work in-house, and when to use outside counsel?
  • What future trends in your business or industry will affect the need for legal services?
  • What are your biggest legal concerns?
  • How would you describe your overall impression of our firm?
  • What mistakes can be made when lawyers don’t understand your business and/or industry?

Big picture business questions

  • What are the biggest challenges that you face in your job?
  • What keeps you up at night?
  • Where do you see your industry going in the next few years?
  • What does your ideal customer look like?
  • What works best in finding new customers?
  • Who are your biggest customers?
  • What is it like to work for your company?
  • Who are the key people you work with?

Active listening questions

These simple prompts can help assure that you let your client talk at least 80% of the time:

  • Tell me more about ____.
  • Would you elaborate on ____?
  • Give me an example of ____.
  • What else should I know about ____?
  • How does ____ fit the picture?
  • Talk to me about your experience with _____.
  • How do you handle _____?
  • What makes this urgent?
  • Why is this important right now?
  • What bothers you most?
  • How tough a position does this put you in?
  • How does this affect you?
  • Why is this important to you?
  • How does that sound?
  • Do I have it right?
  • If you were to go ahead with ____, when would you ____?
  • What else should I ask about?

For a more open-ended discussion of current trends

If you would like to create more specific questions to fit your client’s precise interests, begin by reviewing Paul Lippe’s influential article, “Welcome to the Future: Embracing the New Normal.” Then use your background knowledge of the client to create specific questions about one or more of the trends Lippe discusses: alternate staffing, predictable pricing, defined quality, client intimacy, technology, and process innovation.


This post was adapted from LegalBizDev’s new LPM Tools and Templates.

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