There’s an old marketing truism that says it takes a prospect 7 “touches” or contacts with your business to make their buying decision.
Smart business owners have been using this tip to increase sales for years and the really smart ones know that the web allows for all kinds of no or low-cost ways to do this with minimum impact and maximum automation.
For some reason though, most of us lawyers haven’t yet figured this concept out and are still doing it the old fashioned way: setting up a free consultation in your office where the prospect either converts to a client or walks away.
Or, a prospect comes in to “shop around.” They call or come in for some information, maybe gets some questions answered, hang up the phone (or leave your office) and then they are lost forever.
Creating a “follow up” procedure in our office literally changed my practice in just the first 30 days of implementing it.
It’s this simple, if you don’t have a follow up process in your practice you are leaving money on the table.
Here are some of the reasons a prospect does not make a decision at first contact:
- Price: They do not have the ability to pay your fees.
- Distrust: They like what you have to say but they don’t trust lawyers in general.
- Unclear Message: They need more information and education on what you’re offering.
- Mismatch: They simply aren’t a fit for your practice.
Creating an education and follow up system that deals with these objections is the key to moving prospects towards becoming clients you will serve.
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To design your follow up plan, examine these areas of your practice:
1) Where does a prospect “go” after the first contact with your office if they don’t immediately become a client? Is there a capture page to get the prospects email address? Is there a scheduled follow up call or email?
2) What follow up information does the prospect receive from your office after they do book their appointment? A package of information about you and the firm? Educational materials addressing their legal problem? Phone call? Email sequence? If it is just sales material about you, you need to add more educational material that addresses the prospects needs.
3) How can you add more “touches” to your law practice’s system for moving prospects from interested to engaged? I believe that if you examine this issue in your practice and devise a plan to address it going forward you will see an immediate difference in the amount and quality of clients in your practice and you will realize just how many new clients your office was letting go of before.
Are you ready to start shifting your law practice into a thriving one? Start here: