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Money Changes Everything

By Janet Ellen Raasch

Very few attorneys really understand what their hourly rates mean to a client. It is not a number, according to Peter Darling, a former litigator and current CA-based business-development consultant (http://www.peterdarling.com/). Few clients select their lawyers based on fees. Rather, the decision is usually driven by emotion.

'How can two attorneys with identical resumes and records command dramatically different hourly rates?' Darling asked when he spoke on the subject of lawyers and legal fees at the monthly program of the Rocky Mountain Chapter of the Legal Marketing Association, held Jan. 10, 2006, at the Denver Press Club. 'It happens all the time, although there is no rational or scientific reason for it. But there is a human one.

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