In order for you to convert a lead into a client, your ideal client needs to hear about you (or see you) anywhere from seven to seventeen times before they’re ready to move forward with your firm. That means, once a prospect stumbles across your law office’s website or hears you speak at a networking event, you need to find a way to communicate with him or her an additional six to sixteen times, so when they do find themselves in the need of a lawyer’s service, you are the one they hire.
Ask yourself this … unless they have an immediate need for your services and hire you on the spot, what are the odds your prospects will hear from you another six to sixteen times after your first encounter?
As you already know, most people only hire an attorney “as needed” or because they have an emergency. So, unless someone finds you on Google or meets you at a conference at the exact moment they require legal help, your chances of turning them into a client are pretty slim.
There is an easy solution: deploy an automated communication system! But before we delve into the reasons you must create one (and trust me, you do), let’s make sure you’re already taking care of the first step in communicating regularly with your prospects: using a CRM database to create a list of prospects you can develop a relationship with on an ongoing basis.
When you meet people who might be in the market for your services, you need a system of gathering their contact information.
When you have such a system in place, you are “building your list” every time you network, speak, advertise, send out direct mail or use social media. List building is the keystone of any direct marketing strategy, and though there’s a bit more science to it than simply collecting email addresses, you DO need to first make sure you’re keeping track of the people you meet, and collecting their contact information so you can reach out to them regularly, inviting them to get to know you and your business, before they ever even need to hire a lawyer.
So, what CRM (customer relationship management) System for lawyers and law firms are you using to build your list?
Okay, maybe you already have a list. Now what?
About 3% of your potential market will have an immediate need when they hear about you, but the other 97% need reminders about who you are and what you can do for them, should they need you at some point in the future. So, even though this potential client may not be in the market for an attorney right now, you want to be sure you’re the first person on his/her mind when he/she is ready. And that’s why you need an Automated Communication Campaign.
- Automated: Because it has to be, otherwise it won’t get done.
- Communication: The basis of every strong relationship.
- Campaign: This means consistent, so you are communicating at least every other week and preferably weekly.
Your communication campaign should be designed to make your prospects feel like they know you. Your ideal client wants to hire an attorney with whom they have a relationship. People hire people who they know, like and trust. Staying in regular contact with your prospects allows you to create a rapport and a familiarity to forge bonds before you ever work together.
Trying to stay in touch with your list regularly takes too much time and energy to do it all on your own—you must automate! You’ll either make yourself nuts trying to get it all done, or give up on communicating all together. The solution? There are many online software systems and outsource services that can help you create a “set it and forget it” series of emails, so that you know you’re keeping up with your list without having to do all the extra work. (More on those systems and services soon.)
One more tip: make sure that when you reach out to your list, your hand is not always palm up!
Of course, you want to make periodic offers to your list for discounted items or services, or to announce new products or special services. Let your communication invite your ideal clients to get to know you – the personal, real you. Tell your personal story through your marketing materials, share with them and show you’re a real person who wants to serve. Let people know that you are just like them, not some scary lawyer who’s going to try to take advantage of them!
Make the effort to build a solid relationship with your prospects so that when they finally do need legal services, it’s you they’ll turn to – not just the first time, but every time.
So, are you regularly communicating with your prospects? If so, how? And how is it working for you? We’d love to hear. Leave a comment below to share about your process for communicating with prospects or what’s stopping you.
About the Author:
Alexis Neely started her own law practice in 2003 after only three years in practice at the law firm of Munger, Tolles & Olson. Despite knowing nothing about business, she built that law practice into a million dollar a year revenue generator by creating a new law business model that her clients (and her family) absolutely loved. Alexis wrote the bestselling book on legal planning for parents and has appeared on all the top television shows – from the Today Show to Good Morning America – teaching the American public about proactive family and business legal planning and new paradigm conflict resolution. Today, Alexis is a Law Business Mentor and guides lawyers to reclaim their role as trusted advisors for their clients while building sustainable, fulfilling, money-making practices so you can love being a lawyer again. For more information about Alexis, visit www.lawbusinessmentors.com
