It’s no accident that your restaurant-prepared dinner plate is gigantic. I’ve heard it said that some chain restaurant dinners contain enough food to feed four people rather than just one. The plates at The Cheesecake Factory are epic, and that restaurant isn’t alone in serving way too much food.
Why are the portions so large?
Because the restaurant business learned long ago that it’s easier to sell more stuff to an existing customer than it is to get a second customer. If a restaurant can bump up your check size by 25%, it can dramatically increase the bottom line. It doesn’t have to spend all the money required to acquire new customers since you’re already in the place buying stuff. It only makes sense to give you way more food than you need in exchange for a couple of extra bucks. The food cost pales in comparison to the amount it’s adding to your bill.
So why are you out hustling so hard to get more customers? Why aren’t you just putting something extra on their plate?
Some of you are.
- You’re offering an updated estate plan after you wrap up the divorce.
- You’re helping with the employment agreement after finishing up the severance package negotiation.
- You’re offering to establish a trust after you secure the big judgment in the personal injury case.
You’re finding ways to deliver more value, for a fee, to existing clients. Good for you.
Offer an Extra Helping of Legal Services
One approach is to add a practice area that supplements your existing services. Offering more services to existing clients doesn’t have to come in the form of added practice areas, though. You can bring more to the table within your existing area of expertise. You don’t have to leave your niche. Maybe you’ll offer periodic reviews or checkups. Maybe you’ll help the client anticipate and prepare for the next inevitable step in the process. Maybe you’ll find a way to immunize the client from future issues by enhancing the work that you’ve already done.
It’s valuable to your client, and to your business, for you to think of ways to offer more. These folks appreciate the work you do and the value you deliver. They trust you, and they believe that you’re protecting their interests. Be creative and figure out what’s next, what’s important, and how you can be of additional service. Think, “Would you like fries with that?” and figure out what’s possible.
Make sure what you offer isn’t empty calories. Make sure you stuff your clients full of something delicious that they value and appreciate. Put yourself in their shoes and consider what would enhance their meal.
It’s not an accident that there’s always a line at The Cheesecake Factory. Those big plates full of food are working. It’s time to scoop on another helping.
