One of the biggest “secrets” to the success of my law practice is that everywhere I went, when I had a great buying or customer service experience, I considered how I could apply that experience to my own law practice.
For example, I had Lasik® eye surgery and I didn’t even meet the doctor I chose until the day of my surgery. But, I was so well cared for by his staff leading up to the moment of my surgery, that it didn’t matter at all. I completely trusted the system he had created to care for me, and I happily handed over my $5,000 even though I only saw him for the critical moments of the surgery itself.
I would imagine that most doctors performing Lasik think they have to do all the client meetings leading up to surgery themselves because that’s what they’ve been taught somewhere along the way.
As a result, they are likely able to perform fewer surgeries, and their patients don’t necessarily have an outstanding experience.
These doctors may offer a less expensive procedure than my doctor did.
Their outcomes may even be just as good.
But, I have a feeling their patients do not have nearly as good an experience as I had with my Lasik surgery. That experience of excellent customer service made me want to refer my surgeon to everyone I knew.
A well-trained staff is usually far better at intaking a new patient, orienting that patient and prepping them for surgery than the doctor herself.
And while the most important consideration for me was the positive outcome of my surgery, I had no way to judge whether that would happen. I read testimonials from former patients and sensed into my intuition about how the entire process felt – but ultimately I just had to trust. I was well cared for. And so I did.
I took this positive experience back to my law practice. I looked at how I could change my entire process of intaking, orienting and preparing my clients to work with me. I wanted to create a WOW experience that would allow them to trust me and know that I was the very best choice for their legal matter.
If you took part in our Client Engagement System training recently, you saw the results of those changes in action. And, maybe you’ve even joined our Client Engagement System training and are applying what I learned from my Lasik surgery experience in your own law practice as we speak.
Today, I want to give you another gem that I know will make a huge impact in your law practice.
I learned this one through another buying experience – shopping for a new couch.
Quite often, we focus so much of our learning on how to engage clients, how to get clients to write us a check and how to get paid. But once we get hired, they can fall through the cracks. Our clients promptly feel as if they’ve fallen into a black hole.
They write us a big check, and then it’s weeks or months before they even hear from us again, unless it’s to ask for more money. No bueno. That’s not going to get you referrals. And, it’s likely to leave your clients with significant buyer’s remorse, wondering if you really are just like all the other lawyers who just want their money and aren’t really focused on delivering a WOW experience.
When you deliver a truly WOW experience, after you’ve collected payment from your clients, you have an opportunity to substantially change the way your clients think about you (and lawyers in general).
Your new clients then multiply your marketing results exponentially by referring you to all their friends, family, clients and colleagues – not because you’ve got a specific referral process in place (though you should), but because they truly are WOW’d by their experience with you.
So, how does my new couch purchase tie in here?
Well, I recently bought a new couch from a company called Joybird. I have no idea how I heard about this company, but I was searching for a new couch. It was finally time to upgrade from the huge Lovesac beanbag in the corner to proper adult furniture.
The first thing I noticed when I went to their website is that they were set up to help me to design a couch I loved. I felt empowered, informed and inspired by my interaction with their website.
On their site, I wasn’t just looking at couch options, but I could actually select design swatches and see the couches in different colors. Plus, I could see the furniture in people’s actual houses. And, I could see that there was no risk to my investment because I could return it at anytime, if I didn’t like it once it got to my house.
When I first went to purchase, I was a little reluctant to do so. It would take over 4 weeks to deliver. And I love immediate gratification.
But, after I clicked away from the website and didn’t buy, Joybird followed up with me with Facebook ads targeted at me that kept the couch I liked in front of my eyes consistently.
Plus, they had videos that addressed my objection and made me realize that going out shopping for a couch at a store, getting it home and setting it up and dealt with would likely cost me more time and energy than just ordering from their website. They made it all seem so easy.
So how could you apply this concept to your own practice? By giving people ways to actually experience your service before they’ve even engaged you. How do you reverse the risk of your clients hiring you? You empower them in the process of deciding to hire you in the first place.
This is what we teach in the Client Engagement System.
Once I did order the couch, the WOW experience didn’t stop there — and this is where you can really have big shifts in your law practice.
Joybird has sent me regular emails since my purchase, keeping me updated on the process of getting my couch to me.
You can see what I mean here — each of those stages is a new email update I get on the status of my couch:
And, each time I get one of those emails, I get a hit of joy and excitement that I purchased my couch from Joybird. Which makes me wonder about you. I wonder whether you’re providing a customized, memorable experience to your clients after they hire you.
Here’s how we did that in my law practice, and what our Personal Family Lawyer members now do for their clients:
Once a client engaged my services, I had a series of emails that were automatically sent out to welcome them to my law practice. These emails began the day they hired me. They continued until they came back in for their next meeting. The emails let them know what to expect, just like Joybird does for their customers.
The emails put my clients’ minds at ease. They let them know they made a great decision to hire my firm.
The emails also kept my name at the forefront of my clients’ minds, which often led to referrals from their friends, family, clients and colleagues in those early days after they had hired me.
If you are already one of our member lawyers, I want to make sure you are actually USING the email content we give you to keep your clients informed about the progress of their work with you consistently after they hire you.
I also want to make sure you’ve programmed them into your automated system so they go out systematically, without you having to do a thing.
If you are not yet one of our member lawyers, and you provide estate planning and/or business planning services (or want to), and want to provide a WOW experience to your clients, I hope you will join us on our next call about our Personal Family Lawyer, Family Business Lawyer, and Creative Business Lawyer membership.
Finally, if you are not one of our member lawyers and you do not serve families and/or small business owners, I hope you will consider how you can create these sustainable systems in your own practice. Yes, it takes a little effort. But, the results are worth it.
Consider the high value of this kind of word of mouth marketing from the WOW experience you can create in your law practice, and whether it’s worth the investment in creating simple systems to delight your clients. I can tell you from my personal experience, it was. And it is sure to be for you as well.
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