026: A lawyer’s insight into how business people purchase legal services. Rochelle Friedman Walk, Esq.

Rochelle Friedman Walk, Esq.

This week we had the pleasure of interviewing Rochelle Friedman Walk Esq. She is the president and owner of the successful Walk Law Firm, PA in Tampa, Florida.

Rochelle started her career at a major Cleveland law firm and then moved on to become in-house attorney for large corporations. As general counsel she helped companies reorganize, turn around and succeed in business.

Rochelle was in a unique position because she was on the purchasing side of legal services. This gave her a great insight into what companies are looking for when hiring outside counsel.

How do businesses want to work with lawyers? In Rochelle’s experience business people are buying based on value. The first question they ask is “how much will it cost, and what am I getting for my money?”

Building on her experience from the business community, Rochelle made the decision to price her legal services based on the value she provides. Clients responded positively to the flat fee arrangements.

Flat fee pricing is more complicated than one might think. A lot of effort goes into assessing the scope of the project before a price is given. Rochelle takes the time to assess the scope of the projects and to write very detailed engagement letters.

Great SEO and outstanding resume pages are a vital part of acquiring new clients. The Walk Law Firm works with clients from all over the world, so being visible online is a major source of new business.

Tips about work-life balance: “Hire a wonderful assistant and invest in virtual systems that are safe and accessible from anywhere.”

Business advice: “Put yourself out there and define what you do well. Do writing and speaking engagements. Pick something that you are passionate about and get engaged in your community.”