Client Services: Selling and Processing Law
One of the most important aspects of any professional practice is the delivery of services to clients. Franchise law firm advertisements claim to offer clients uniquely personal services. Potential clients are told that "the law" and legal systems can be cold and confusing. Franchise law firms offer to hold the client's hand and walk him through our "maze of laws."
This chapter 1 explores how franchise law firms fulfill such promises. From the advertising pitches to the delivery of the final product, clients are led down a well-planned and tightly controlled path. Ironically, it is salemanship--not legal skills--that lawyers and secretaries develop that allow a limited and routinized set of services to be experienced as personalized service and hand-holding by clients. I begin with a brief examination of the functions of television advertising for franchise law firms. I then discuss how clients, secretaries and lawyers interact in branch offices through the sale and production of services. The chapter concludes with a discussion of how clients experience their interactions with franchise law firms.