Shireen Hilal: Winning in a Crowded Legal Market by Putting Clients First

In this episode, Steve Fretzin and Shireen Hilal discuss:

• Navigating modern law firm strategy in a rapidly evolving legal market
• Improving internal operations and team culture to boost law firm performance
• Enhancing client engagement and retention amid budget constraints
• Leveraging cross-selling and business development tactics within law firms

Key Takeaways:

• Law firms that prioritize understanding and responding to their clients' future needs instead of mirroring competitors can unlock unique opportunities for differentiation and growth.
• Clear and value-based billing practices—paired with proactive scope, time, and budget alignment—are essential to reinforcing client trust and maintaining healthy payment cycles.
• Structured programs like internal expert briefings and strategic client lunches can make cross-selling more natural and effective by focusing on solving client problems rather than pitching services.
• Communicating pricing changes with context and care rather than through generic finance memos helps strengthen client relationships and reinforces long-term loyalty.

"The problem with obsessing about your competition instead of your clients is that, if you do, you are almost, by definition, falling in the middle. So the better way to get ahead, I think, is to be client-obsessed." —  Shireen Hilal
 

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About Shireen Hilal: Shireen is the CEO of Maior, a boutique consultancy that helps law firms with their pain points and plateaus with strategic and operational support, ranging from go-to-market solutions and profitability programs to process improvement and enhancing employee engagement.

Before starting Maior, Shireen spent a decade practicing at AmLaw100 firms and then had the privilege of serving in several executive roles: COO of a national law firm (where she increased revenue by 20%, profits per partner by 30%, and achieved "best place to work" accolades), pivoting strategy and operations for enterprise firms (KPMG and BDO), and building out the growth division of a communications consulting firm.

Through Maior, she now helps growing firms skyrocket, early-stage firms maintain their "special sauce" as they scale, and mature firms with a fresh perspective.

Shireen also serves on the advisory board of a Top 100 accounting and advisory firm and writes a quarterly column for Law360 answering law firm leaders' questions.
 

Connect with Shireen Hilal:  

Website: https://www.maiorconsultants.com/

LinkedIn: https://www.linkedin.com/in/shireenhilal/ & https://www.linkedin.com/company/maior-consultants/

Connect with Steve Fretzin:

LinkedIn: Steve Fretzin

Twitter: @stevefretzin

Instagram: @fretzinsteve

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Website: Fretzin.com

Email: Steve@Fretzin.com

Book: Legal Business Development Isn't Rocket Science and more!

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Call Steve directly at 847-602-6911

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