I was listening to an interview of a guy that studies the behavior of grocery store customers. He explained how he helps store management market their products and increase profitability.

During the discussion he mentioned the placement of the milk. The interviewer asked why it was always in the back of the store. The milk is in the back because it’s delivered frequently and it’s heavy. The back of the store is closer to the loading dock and by putting it in the back there’s less work to be done in getting it on the shelves. It’s done for the convenience of the business.

It also happens to work out pretty well for the store. Lots of people buy milk so they have to walk through the store to get a gallon. As they walk, they frequently pick up other things and add them to their cart.

Why do you do the things you do in your office? Is it for your convenience, your client’s convenience or to increase sales?

I hope you’re thinking about what you’re doing and why you’re doing it. Is it for you? Is it for the client? Is it to increase your profit?

Everything you do should be considered. You should strike a balance between these factors that works for you.

Most importantly, you should be conscious of your thinking and decision making process. Don’t put the milk in the back without a good reason.

Think about your practice. Why, for instance, do you have clients fill out an intake form? What do you gain? What do you lose? Is there a better alternative for achieving your objective?

Why do you have the client meet you at the courthouse rather than ride with you? Do you sit with the client at the courthouse or with the other attorneys?

Why do you schedule settlement conferences and court dates without first checking with the client? Why do you print your client handbook in 12 point type? Why do you offer coffee and tea instead of wine and beer? Do you accept payment by credit card? Do you send a thank you note when a client hires your firm?

Think, think, think, about everything you do. Consider the costs and benefits of every decision. Don’t just put the milk in the back because it’s the first place you can put it down.