The chief pricing officer of Allens says law firms should be addressing the following points when selling their services to clients: 'How can you help the client increase revenue, decrease expenses, decreasing risk and protecting the reputation of their business?' 

Buying - becoming more professional

Using this approach avoids that very common response of lawyers - to drop prices in order to get the business. Clients are becoming more professional about the way they buy services, says Mr D'Angelo, and will move away from law firms who are unable to articulate their own values well. Source: Lawyers Weekly