There are few people who can pull off asking this question let alone answering it so effectively. David Maister’s latest offering is titled: “Do You Really Want Relationships” available at his site. In “Do You Really Want Relationships” Maister will help you explore how some firms build profitable long-term relationships. Maister says: examples of dysfunctional “client as enemy” behaviors include:

Focus on rehearsing what you are going to say to the client in proposals and presentations rather than how you plan to get a true conversation going. Avoiding conversations with clients because you want either to remain in control or avoid having to treat the client as a person. Avoiding contact with clients unless there is something concrete to talk about. Too obviously trying to sell more work to get what you want rather than serve the client. Requiring that all agreements and decisions be documented and formally approved, rather than trusting each other’s word.

FASTFORWARD: David Maister built his extraordinary career on the power of his thoughts which have been very useful catalysts for firm leaders around the globe for some years. Don’t let the price of subscribing to his articles deter you – don’t make the mistake of equating a free offering with a valueless offering (well, I suppose you can, but don’t assume all your competitors will be as naive). Sign up for all his articles, today!.

Read the Mark Merenda’s ENTIRE POST — the punchline is so worth it. PUNCHLINE: How many times must we be told that persistence pays off before we not only believe it, but apply the principle to our lives?

Seth Godin has done it again but maybe the value of his post for law firms transcends his own intention. First, read his post, then read my following comments. PUNCHLINE: Of course I am not recommending that you give away free pickles but let’s pause and reflect here. A $30 turkey sandwich is not the low end of the market — apparently the pickles have been a draw. Perhaps even a prestigious law firm could think about appropriate added value (free) items for clients. Add your own ideas to this list:

a) free parking (yes, there are still law firms who don’t offer this). In major cities, maybe a car (we’ll pick you up and take you back); b) password clearance to a web site with access to all documents and correspondence relating to their matter (secured so no changes can be made); c) complimentary meals in our partners’ cafeteria; d) complimentary work station or office with high speed for guests while they wait — especially if from out of town; e) personalized stationery and a monogrammed bathrobe at their hotel; f) the assistance of a concierge;

OK, you add the rest. Note to cynics and skeptics: Remember how little face time we have with clients – how few “in-person visits. Do not assume these suggestions are expensive — they may be the best marketing dollars you have ever spent. What if everybody starts doing this stuff? No worries, mate, so few will do it that you will have a competitive advantage for at least half a decade — I promise.