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Using proxies to differentiate and build confidence in your law firm

By Andrew Hedley, Director, Hedley Consulting

18 February 2015

Choosing between law firms is difficult. For many clients, even those with in-depth knowledge
of the profession, the decision to appoint
a firm is laden with risks. These centre
on three factors in the client's mind: that
the service being procured is complex;
its costs are potentially high; and the consequences of things going wrong
may be very significant.

Research indicates that reducing risks and building trust between a firm and its clients are critical. It follows that the types of client relationship development activities which work well are those that directly address these concerns.

So powerful are these drivers that, in many purchase situations, the decision-maker opts for a 'safe' choice rather than taking a chance on a firm that has the potential to deliver a better outcome but carries a significantly higher personal or

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