With the glut of attorneys in the marketplace, clients have more choices than ever before.
Clients know there are plenty of good attorneys from which to choose.
As a result, new aspects of the attorney-client relationship are gaining weight in the client's decision to retain or refer. One of the most important of these is rapport. It would be helpful at this point to define marketing. Marketing is any action that affects the perception of another so as to change the probability of making a sale. Rapport is part of that perception.