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Money Changes Everything
Very few attorneys really understand what their hourly rates mean to a client. It is not a number, according to Peter Darling, a former litigator and current CA-based business-development consultant (http://www.peterdarling.com/). Few clients select their lawyers based on fees. Rather, the decision is usually driven by emotion.
'How can two attorneys with identical resumes and records command dramatically different hourly rates?' Darling asked when he spoke on the subject of lawyers and legal fees at the monthly program of the Rocky Mountain Chapter of the Legal Marketing Association, held Jan. 10, 2006, at the Denver Press Club. 'It happens all the time, although there is no rational or scientific reason for it. But there is a human one.
'The $300-per-hour attorney appeals to the client's logical wants ' the client wants an attorney to solve a problem ' at the lowest cost. The $600-per-hour attorney appeals to the client's emotional needs ' the client needs to feel defended, protected and in control. Cost becomes irrelevant. The emotional need for safety overrides the rational need to minimize fees.'
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