Ok, here is a list of some things and services I buy because I think they are the best:
- Caffè Latte from Starbucks (I recently had a latte from another coffee company and did not recognize the taste)
- Mac computers and iAnything from Apple (I especially like that I can get lessons and take classes)
- Hotel stays at Ritz Carlton, with special emphasis on the Club Level
- The Prisoner Red Wine from Orin Swift winery, Martha’s Vineyard Cabernet from Heitz Cellar winery. (The first fine wine I ever drank was from Heitz Cellar. When we visited Napa one year, Nancy actually talked to Joseph Heitz.
- Matt Miller my favorite dentist. It is his attention to detail and his caring attitude. (I tell Matt that no one gets up and says: “Oh boy I get to see my dentist today”)
- Stanley Cleaners. (They just do a better job on my dress shirts.)
I could go on with more favorites, but I think you get the idea.
Seth Godin posted a really interesting blog recently. The title was It’s Just Better Ketchup. He said that in a discussion of why Heinz Ketchup has such a large market share in Pittsburgh, one commentator said: “It’s just better ketchup… When you go to a restaurant and they have a different kind, it feels you are eating at some cheap cafeteria.”
I found the quote interesting because I feel the same way when I go to a restaurant that does not have Heinz Ketchup. I urge you to read the blog post. You will see that Seth Godin says our attachment to a product, and I would add a lawyer or law firm, is not necessarily because the product is the really the best.
Why am I attached to the products and services listed above? It is because I trust the quality of what I am getting and I value the relationship. So, whether or not the provider is actually “the best,” they are the best for me.
Do your clients have a good reason to say about you and your law firm that “She is just a better lawyer or that firm is just a better law firm?” They will if they trust the quality of your service and value the relationship with you.