One of the most important aspects of learning how to engage more clients is understanding the three phases of your client engagement system and then tracking so you know what’s working and what’s not. Most lawyers are operating with no system whatsoever, which is the first problem in low client engagement rates. So the first step would be to create one. Here are the three phases of your system:
- Client Conversions
By closely tracking the activity of each of these phases you can determine what areas of your client engagement system need help. Let’s take a look at some examples of each.
This is the most common problem lawyers have — no inquiries! Or, not enough quality inquiries.
We often see that happening when you are handling your marketing the way most lawyers do, either not doing any marketing or doing what you are doing wrong.
If you are not doing any marketing, start. Educate your community, get out to networking events and follow up properly afterward, run ads (the right kind), and talk to people.
If you are doing any of the above activities, and you aren’t getting inquiries, then you need to change your offer.
Likely, you are offering a free consultation, which no one wants. Or, you aren’t following up properly. Both of these are fixed with a client engagement system in place.
If you are receiving inquiries into your office, either by email, phone or via referrals but there are very few actual appointments being booked, it’s time to look at your intake and follow up process.
Most lawyers have not trained the person handling their intake, and haven’t even been well trained on it themselves. So that means the people you talk to or email with never end up in your office. And chances are they do hire someone else after they communicate with you.
To fix this, you need a systematized and scripted intake process. When you have one, you’ll get plenty of sessions booked with new potential clients.
And, my guess is as well that you aren’t doing any follow up if someone doesn’t book with you immediately.
For example, one of our members had his office staff communicating with all the inquiries via email, with no personal contact. Once he shifted to communicating with them via phone once the initial inquiry came in, his appointment rate increased substantially and he ended up with a lot more clients. And then it increased again when we improved his follow up process.
If your inquiries are converting to appointments for an initial consult but your initial consults are not converting to clients, then you need to review the process you are taking people through once they enter your office.
Our client engagement system includes scripts created for our lawyers providing them with a clean and efficient system that keeps people engaged the minute they walk through their door.
Here are some areas to examine:
- What kind of greeting are your prospects receiving?
- What is the office environment like? Is it inviting and comfortable? Or, if it’s virtual, is it easy to use?
- Do you take every person you meet with through a structured initial meeting process that delivers value to them, has them seeing you as a trusted advisor from the start and lets them choose their own fee? If not, that’s your problem.
Fortunately, all of these issues are fixable, once you see where the problems are and you laser focus in on the solutions.
That’s where we come in — we’ll shortcut your process significantly by giving you exactly what you need to fix each of these issues.
Interested in Learning More?