Nov
28
Converting Leads with “Bedside Manner”
Filed Under Industry
Throwing money at any kind of marketing or advertising is a completely worthless exercise when you cannot convert leads.
I recently had an experience with an client/attorney who closed his practice in a major metro area, but didn’t want to lose the many leads coming through his website. He decided to send these potential clients to another law firm, with the understanding that any leads converted would result in a referral fee for the client. This attorney had a thriving practice based on this somewhat generic website, and could not understand why the new law firm wasn’t getting any “decent leads”.
The problem was not with the leads, needless to say – it was with the firm. I personally called this firm and spoke with the receptionist, who served little more function than an answering service. The attorney at the new firm – who didn’t know me – took more than 24 hours to return my call. No wonder they weren’t converting leads!
Potential clients don’t care what law school you went to, or how many cases you have won. When a potential client calls, you have one chance to leave a good lasting impression on them. If you cannot personally answer calls, the second best solution is to train the person who answers calls to be empathetic, understanding, and to make the potential client feel like they made the right decision to call you.
It’s easy to forget these simple things. It’s hard to forget what you know about law and to put yourself in your client’s position. Your potential client may not “know the routine” and it may be their first time hiring an attorney. If you are a divorce attorney, a criminal lawyer, a personal injury law firm – chances are your client is under stress and this isn’t a fun process for them.
Even if your receptionist isn’t a lawyer or legal assistant, they can be trained to covert leads.
- Most importantly, listen to the caller. Don’t interrupt.
- Tell them you understand – if applicable, be sympathetic – and assure them they called the right firm and that your attorneys can help.
- Take the client’s information. Give them an estimate of when they can expect to hear from the attorney.
- Have an attorney call them back within the hour, whenever possible.
When potential clients call you without being specifically referred to you (ie, from the Yellow pages or internet), they are calling because they want to hire you. If they get a machine, or a receptionist who merely functions in place of a machine, they will call someone else.