The Double-Edged Sword of Discounting Corporate Legal Fees: Weighing Profitability Against Client Retention

The Allure of Discounts: Understanding the Pros

The discounting of fees offers numerous benefits. These include:

• Client Attraction and Retention: One of the primary motivations for offering discounts on legal fees is the potential to attract new clients and retain existing ones. In a market where corporate clients are increasingly cost-conscious, the ability to offer competitive rates can be a significant differentiator. Discounts can make a firm's services more accessible to a broader range of clients, potentially expanding the client base and market share. For existing clients, discounts can serve as a gesture of goodwill, fostering loyalty and encouraging long-term relationships. This can be particularly valuable in retaining high-volume clients who bring in substantial business over time. The promise of reduced fees may also incentivize clients to consolidate more of their legal work with a single firm, increasing the overall volume of business.
• Competitive Edge in Bidding: When competing for large corporate accounts or specific high-profile cases, the ability to offer discounted rates can give a firm a crucial edge. In many instances, corporate clients solicit bids from multiple law firms, and price often plays a significant role in the decision-making process. A strategically offered discount could be the deciding factor in securing a lucrative contract or a prestigious client.
• Improved Cash Flow and Predictability: Discounting can sometimes lead to more predictable cash flow, especially when coupled with alternative fee arrangements. For instance, offering a discount in exchange for a retainer or a commitment to a certain volume of work can provide the firm with a more stable and predictable revenue stream. This can be particularly beneficial for financial planning and resource allocation.
• Market Penetration and Expansion: For firms looking to break into new markets or practice areas, discounting can be an effective tool. By offering competitive rates, a firm can establish a foothold in a new sector, build a reputation, and gradually increase its market share. This strategy can be especially useful for firms looking to diversify their client base or expand into emerging legal markets.
• Flexibility in Economic Downturns: During economic recessions or industry-specific downturns, the ability to offer discounts can help a firm maintain its client base and workload. This flexibility can be crucial in weathering difficult economic periods and positioning the firm for recovery when market conditions improve.