A very important concept that we talk about at Law Business Mentors is the creation of a solid client engagement system. We often advise that lawyers not invest any money in marketing until they have a process and system for engaging clients set up and working. Why? Because without a client engagement system in place, you will not be able to properly engage your prospects and can end up losing them as a client, after having invested time and money to get them interested in the first place.
However, you’re still running a law practice and you can’t just halt everything. So what should you do to engage prospects while still learning to apply our systems? Here are 4 tips to get keep the flow of people coming in even when your new systems are still being developed:
1) Get out and Educate your Community the Right Way
We can’t stress this enough. The best way to start engaging prospects at no or very low cost is by speaking directly to them, or via networking that actually works.
Learning to speak about your services in a new way is absolutely key to making speaking and networking actually work for you. If you speak and network as you always have been, chances are you will be educating those you talk to and potential referral partners to hire someone else, instead of you! So, of course that needs to change.
The secret here is to clearly convey that you do things differently, how you are different, and then to have a clear call to action that involves you following up with them, instead of handing out your information and hoping that your phone starts ringing.
2) Set up a Consistent Communication System
Once you have speaking engagements in place and you are regularly networking, you should be gathering the contact information of a lot of people interested in your services.
From there, you want to ensure all of those contacts get entered into your database system, such as MailChimp, ActiveCampaign, or Infusionsoft so you can send out the free thing you promised after your speaking event or after you’ve met a new potential referral partner, and then a consistent communication campaign.
Along with the free thing you promised, you want to also send a series of emails designed to build upon the free thing plus a weekly email newsletter to stay in consistent contact with the people you’ve met.
When done right, this databsae will become one of the most valuable assets of your law practice, long-term.
3) Send out a Weekly Newsletter
Most lawyers are resistant to sending out a weekly email newsletter. The one’s that do it, are the one’s who build thriving practices. The key here is to send out a weekly email newsletter that’s actually interesting and that the people on your list actually want to open instead of a dry, boring, typical lawyer newsletter.
Having your consistent communication system, including a weekly email newsletter, set up as you create your overall client engagement system will enable you to communicate with your prospects and stay at the forefront of their mind. You’ll be the first one they contact when they decide to hire a lawyer.
4) Re-initiate Contact with Past Clients
And lastly, past clients are an important group to keep in touch with. Send them a letter that introduces your services and goals in a new way to warm them back up and look forward to hearing from you regularly in. Include information on why they need a trusted advisor and how they would benefit. Be sure to share success stories as well. Don’t forget to make sure they are also receiving your newsletter.
Creating meaningful relationships with your prospects while you are still in the process of setting up your overall client engagement system is the best way to set yourself up for success.
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