Most attorneys understand that communicating the value of their service is key to the success of their legal practice. This communication is called marketing.
What is less understood by many attorneys is that everything they do, not just what they traditionally think of as marketing, should have a marketing focus, especially their billing process. When a client receives a bill (particularly a bill for an unanticipated amount), the client will evaluate the value she received for the amount she is being asked to pay.
