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Fix the Follow-Up in Your Law Practice & Watch Your Income Skyrocket

2012-12-21 07.40.19There’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.

(Learn more: with our Client Engagement System you’ll receive templates, scripts, checklists, and all the training you need to engage every prospect who calls your law practice, double your income in half the time, and collect a check from virtually EVERYONE who cals your office.) 

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.

How is your practice getting in your 7 (OR MORE) “touches” and how are you converting your prospects in to paying clients. Or, in what way are you struggling with your follow up process? Leave us a comment below.

{Editor’s Note: Rachel Kugel, the author of this article, created a system specifically for DUI lawyers that is based very much on our Client Engagement System, which applies to a more transactional practice.  You can check out Rachel Kugel’s system for DUI lawyers here.)

 

About the Contributor
Alexis Neely is a bestselling author and has been a frequent guest on numerous network talk shows and news broadcasts. After graduating first in her law school class from Georgetown Law, Alexis clerked for Senior Judge Peter T. Fay on the 11th Circuit Court of Appeals and then began her career at the #1 AmLaw rated firm of Munger, Tolles & Olson. She went on to build her own law practice into a million dollar a year revenue generator within just three years by creating a revolutionary New Law Business Model you’ll hear about on the call. She is a leading expert on teaching lawyers how to attract more clients, engage those clients at higher fees,* and to serve those clients using this completely different law business model. Lawyers using Alexis’ systems report far more happiness, bigger bank accounts, and that they love being lawyers again.

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