Automate the Process!
You simply cannot be consistently good at lead conversion unless you have a system and software in place
that sends your prospect an immediate message responding to their inquiry and notifies your intake team to call the lead.
Every contingency can be planned for in advance with an automated marketing follow up system. A prospect calls in, a staff member gets an email address, enters it into the system, and that person is immediately sent a series of emails. That email can encourage them to set an appointment, educate them further about your firm, include some testimonials from other clients, offer a free consultation, or whatever you want to happen next.
The same process can be put in place for leads that you capture through your website, blog or social media pages.
You also implement a drip email campaign that guides your prospects along the path to becoming a client. If they miss their initial appointment, this triggers a series of emails encouraging them to reschedule. If they don't sign with you after the initial meeting, another series of emails prods them to take that step. All of this can be done without any intervention by busy attorneys. 5 Ways to Nurture Your Leads
Getting leads is only the beginning; it's what you do to nurture them along the path to signing up with you that requires your most careful attention. My experience in teaching lead conversion techniques to thousands of attorneys over the last decade shows that you need to focus your messaging to prospects on these five areas:1. Tell them what you can do for them.
At the end of the day, clients are only interested in what you can do for them. Your job is to tell them what your service can do for them personally and remember - they do not want to spend time looking for the answer. The answer to this question must be one of the first things your clients see on your website and in your firm-wide communications. If your clients are going to remember you, you must first answer the question "What's in it for them?"2. Tell them what makes you different.
For every service you provide there are many other attorneys who provide the same services. So what can a client get from you that they cannot get from anyone else? Perhaps it is your credibility or the creative way you bring solutions to your clients. You must determine what differentiates your firm from anyone else and emphasize that point.3. Tell them you understand their pain.
The most effective way to ensure a lasting impact on your clients is to communicate with them on an emotional level. You must find their "pain." What is it about their business, life, family, time, or environment that is causing pain? Find their pain and communicate with them on an emotional level about how you can help heal their pain and make their business, life, family, time or environment pleasurable.4. Tell them the benefits of working with you.
Features are what your service does. Benefits are why your client needs your service. For every feature you have, you must tell your client what the benefit is. Is your firm better, faster, guaranteed or more personal? Will your service create more clients, decrease turnover, or increase profit margins? These are all great features, but you must tell your clients how this benefits them specifically.5. Tell them why it's safe to hire you.
Many of our clients work at small law firms that have services similar to those at larger, more established firms. Other than for a lower price, why should a potential client buy your service over the big firm's service? While no one can predict the future of your firm, the savvy small firm recognizes the need to develop creative ways to reduce the risk of their clients in working with them. How could you lower the risk of your clients?
We have implemented many lead generation email campaigns for law firms across the country that have yielded substantial increases in their lead conversion rates.
If you're ready to take your firm to the next level this year and would like some assistance in achieving your goals in creating a lifestyle law firm, I invite you to sign up for a complimentary strategy session
with one of our trained Rainmaker Law Marketing Consultants by calling 888-588-5891
or filling out this form.
If you'd like to learn more proven strategies for business development, I invite you to attend a Rainmaker Retreat, our two-day law firm marketing workshop. We have sessions every month around the country - go to RainmakerRetreat.com
to check the schedule.
We have helped over 10,000 attorneys across the nation discover the secrets in building a financially successful and personally satisfying legal practice and we would love to have your law firm be our next success story!