First I would like to dispel some myths that many of those
not in private practice seem to believe – lawyers do not love hourly rates; most
transactional lawyers I know hate the billable hour. It is seen as a noose around the neck. We know clients hate it; believing that it
encourages us to be inefficient since the more time we spend on something the
more we bill. However, I have never
spent more time on a matter than I believed necessary to achieve the result the
client required. Frankly, I rarely have
the spare time to time dump. Even if I
did I recognise that there are more valuable things to be doing than being
inefficient.
Therefore I welcome the end of the billable hour – it
creates a barrier between client and professional; it creates distrust and an
assumption that there is padding in any quote given. But my welcome comes at a price – I am happy
to take on more risk in terms of pricing; I am happy to give my clients price
certainty. But I am also a businessman. I hate to break it to my clients but I am in business
to make a profit. That really should not
come as a surprise to many, if any, of my clients since they are all in
business for the same reason. That being
said sometimes it feels like clients do not recognise that ultimately law firms
exist to make profit. We do it by
providing a service but if the provision of that service is no longer
profitable then the ability to provide it disappears.
So what does this all mean in the context of the end of the
billable hour and the demands for greater price certainty? Well here are, what you might call, my wish list
of requests to clients when it comes to agreeing price certainty on a deal.
- Fixed not capped
- Price the deal
- Timing is relevant
- If you want extras pay for them
- Cash flow quid pro quo
1. Fixed not capped
2. The fee is for that
deal
In order to price things we need to know the scope and then
once the scope is agreed don’t expect work outside of the scope for free. Now I admit that law firms can often be their
own worst enemies on this front. There
is the tendency to quote on the basis of assumptions or scope that do not
really reflect the likely work involved (e.g. when quoting for a property
acquisition assuming there will be one turn only of the sale agreement). We need to be more honest and use our
experience to quote properly for the deal; that is a legitimate expectation of
our clients.
Further lawyers are always reticent to raise the fact that
something is out of scope and the additional charge for doing it. Part of the reason for this is the response
that is often given when this point is raised – the lawyer is made to feel
guilty for seeking an additional fee.
But why should they? If they have
scoped the work honestly and legitimately at the outset and something unusual
arises resulting in a whole different work stream why should the lawyer not be
able to agree a fee for that new work stream?
If I specifically exclude tax from my fixed fee and then the client
seeks tax advice because it thinks there might be a VAT angle it is legitimate
that as a firm we can agree an additional fee for that advice – it can still be
a fixed fee.
Using a non-law example, I ask a stationer to provide me
with headed notepaper for which he provides a quote; then I ask him to provide
envelopes in addition I would expect him to charge me more. No one would argue with this because people physically
feel the extra envelopes. The problem is
in the legal context clients don’t necessarily see the ‘benefit’ as they
picture the legal advice as a single unit.
Fixed price quotes demand the clients change their perceptions as well
as the lawyers changing ours.
3. Timing is relevant
Often time extensions may be associated with or run in parallel
with changes in scope. No one is
suggesting you can charge twice for the same thing but the pricing needs to
reflect both the resource required and the length of time for which it is
required.
4. If you want extras
pay for them
Clients want pricing certainty and, more often than not,
they want the cheapest quote. To achieve
this I need to be able to work in the most efficient manner possible. Therefore, nothing destroys the pricing
relationship more than when a client demands a cheap quote and then insists on
the matter being ‘partner-led’. Partners
are more expensive because of seniority.
If you want a ‘partner-led’ transaction you have to be prepared to pay
for it. Again not on an hourly rate
basis but rather on a higher fixed price basis.
Clients are entitled to expect their work to be done properly by those
qualified to do the job; senior input may be necessary but how much may be a
matter of choice rather than need. If you
want the cheapest price this has to come at a cost – you will get less
experienced people doing the work.
If you book and pay for a Superior Room at The Dorchester
you don’t turn up and demand the Presidential Suite.
5. Paying the bills
So hopefully you have made it through my thoughts on the brave new world lawyers and clients are now entering in the billing arena. I welcome the need for greater certainty on fees. I believe it is in both clients’ and lawyers’ best interests. But if clients truly want to see the end of hourly rates and lawyers to embrace the idea of pricing certainty they need to come to terms with what lawyers need in return. I do not think that I am asking too much. I am just a businessman seeking to have an honest and open discussion in the hope that together we can build a new future in the provision of legal services. As such I would welcome and actively encourage others to express their views. I openly admit my bias on this subject but do not feel I have been dishonest in my approach; if you disagree then please let me know and why.

