Every call your law firm receives from a prospective client potentially represents thousands in billable hours. So, in a competitive legal market, knowing how to convert more calls into new clients naturally represents a valuable skill. Yet every day, law firms let opportunities slip away in two main ways:
Ella Nelson says it bluntly: “A potential client getting through to a voicemail instead of a person is like tearing up money.”
Turning it around isn’t difficult. Though call services serve certain law firm needs, the basic solution to landing more new clients involves taking calls directly at your firm, like Lawyerist.com founder Sam Glover did after abandoning voicemail, and even a small increase in call conversions can have a big impact on firm revenue.
The key to it all: It’s not just about answering calls. To land more new clients, it’s about making sure calls are answered in the best possible way. To help your firm do that, here are three best practices:
According to Salesforce, 84% of people said being treated like a person—not a number—is very important to win their business, and one of the simplest ways to do this is to ask for a caller’s name and use it during a conversation. As Henry David Thoreau wrote, “A name pronounced is the recognition of the individual to whom it belongs.”
According to Velaro, 60% of people will hang up after one minute on hold. So, if you can’t immediately speak with a potential new client and must place them on hold, take their call as soon as possible.
Along with this:
Marketers convert people to clients by asking them to take an action (e.g., “Click here to order”), and the same principle applies to law firms.
By calling, a potential new client naturally feels your firm may be able to help them, and yes. Some prospects occasionally jump right in and ask to hire a lawyer. Yet oftentimes, potential new clients are gathering information toward a decision. So, help them with that. Ask them to book a consultation so you can discuss their case and help them understand why your law firm is the right choice.
If you use OfficeMojo for automated appointment reminders (or something similar), next ask the caller how they would like to receive a reminder. This reinforces the message that you’re there to serve them according to their needs and schedules, which is why OfficeMojo offers appointment reminders as text, emails, phone calls, and even postcards.
In summary: Following a few best practices not only helps convert more callers with whom your law firm speaks. It helps land clients you didn’t even know you were losing.
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