Eight Steps to Help Convert a Potential Client to a Paying Client

You may spend a lot of time and money generating client leads.

Once someone contacts you if they’re not handled properly these potential clients may go elsewhere.

Eight Steps to Help Convert a Potential Client to a Paying Client.

Not everyone who contacts you is a good fit for your practice. But how many of the clients you seek are walking out your door? Perhaps they could become clients if they were treated differently or spoken to differently during your initial consultation.

Do you have the right environment?

You don’t get a second chance to make a first impression. The impression you should give is on that shows you’re trustworthy, professional, you treat your clients with respect and they should feel comfortable in your office, working with you and your staff. That impression is given through how you and your staff act, what your office looks like, what’s said and how it’s said.

How are potential clients greeted?

They should be greeted immediately with a smile and a handshake upon entering your office. Don’t make them wait. Depending on your practice they may be very stressed or upset. Showing respect, understanding and kindness could get you a long way.

Do you give them forms to fill out?

No one wants to fill out forms. It’s dehumanizing busy work that, if these people become clients, can be done later. If you have someone interviewing potential clients to screen them, make sure they’re well trained and friendly. Notes can be taken with basic information you need. If because of your practice you need a lot of information initially, try to make it as painless as possible.

Do you tell them what to expect?

Tell your guests what you’ll be doing at the consultation, what you hope they’ll be doing and why. Let them know the conversation will be kept confidential and what you’ll do with the information they provide. You may talk to prospective clients all the time. This may be the first time they’ve every hired a lawyer.

How well do you listen to potential clients?

Listen more than you talk. They want to tell their story. Allow them to do so. It shows you’re interested in helping them, you’re empathetic and you respect them. Clear up any confusion you may have. If they’re talking too much or going off on a tangent, respectfully get them back on the topic.

Do you tell them too much?

An initial consultation isn’t a law school class. Just tell them what they need to know then and there. Focus on building a relationship and asking necessary questions to qualify them as a potential client.

Do you ask to represent them?

If you think they are the kind of clients you seeks with a case you’d like to work on, ask them what they’re looking for in an attorney, tell them how you fit the bill and whether they want your help. If they have any questions or concerns about you taking their case, find out what they are and resolve them if you can. Have a retainer agreement handy and provide them with one. Invite questions if they don’t understand it. Make it easy for them to sign and let them know your office can start working for them after the agreement’s signed. Don’t tell them to just think about it but don’t be too pushy either. They’ve come for help. Let them know you’re ready, willing and able to do so after the agreement’s been signed.

Do you follow up?

If they didn’t sign, send them an immediate “no hire” email and call them the next day to ask if they have any other questions. Periodically follow up with emails and phone calls that gently remind them you’re available to help and can take actions to solve their problem. Treating potential clients properly and in a way that can generate more clients is not rocket science. Much of it is simply putting yourself in their shoes and thinking about what you would expect and want from an attorney if you were in their situation. If you can couple that with good people skills and basic sales techniques you may see the difference in your bottom line. We are here to help you grow your law firm.  Our lead generation programs are not just about sending you a lead by phone or email.  Our programs are designed to help you convert leads to clients by helping you with the conversion process.  What is the point of spending money on leads when you cannot close them? Please visit our website at www.ForLawFirmsOnly.com to learn about our lead generation programs and all of our other services developed specifically for law firms by folks who have been in the online marketing world for decades.  We also offer financing for law firms and your clients in several different forms-from funding attorneys to funding clients to funding our services. If you would like more information on any of our services, please contact us at 855-943-8736 or email us at marketing@forlawfirmsonly.com

Need help implementing your new strategy?

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And as always, your feedback, questions or potential project ideas are welcome. Edward Lott, Ph.D., M.B.A. President and Managing Partner ForLawFirmsOnly Marketing, Inc. Ed can be reached at (or visit his websites) edl@forlawfirmsonly.com 855-943-8736 ext. 101 www.ForLawFirmsOnly.com

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