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"Anticipation ... is making me wait."
Those lyrics from a Carly Simon song formed the basis of a perhaps even-better known jingle: a Heinz ketchup commercial from the late 1970s that sold consumers on slow-running ketchup by bathing slowness in the positive light of anticipation.
Anticipation is an important concept for lawyers, too. When lawyers anticipate, positive benefits result.
- Anticipate client needs.
Find out what the client truly expects, then perform beyond those expectations. If, in addition to helping the client solve a particular problem, you are able to show the client how other areas of his business may be improved, the client will learn to turn to you for advice about other business or legal concerns before going to others.
Alternatively, you could notate a courtesy discount in the bill for services rendered. That's especially appropriate in cases for which the result did not reach the full measure of the client's expectations. It will show the client that you're sensitive...