What First Impression Does your Law Firm Make? | Personal Injury Lawyers Marketing and Management Association

What’s the difference between a five-star hotel room and a $30-a-night hotel room?

Well, if you have just about any standard at all, there’s a huge difference between the two hotel rooms. But, if all you need is a bed in a locked room so you can lay your head down for a few hours, then all the extra bells and whistles at a Four Seasons won’t mean anything to you.

PILMMA’s automation expert, Billy Fansler, went on a roadtrip a few weeks agowith his fiancée, Heather. I had to laugh when Billy told me about the $30-a-night hotel room that they rented when they couldn’t keep driving.

Billy said to himself, “Hey, it’s only 30 bucks, and we’re only sleeping for a few hours, how bad could it be?”

Oh, boy!

If I said that Billy and Heather felt very itchy after their short stay … you get the idea.

After experiencing the $30 hotel room, Billy now knows the benefits of spending more money.

So, why am I talking about hotel rooms?

Well, when it comes to personalized sleeping environments, it’s amazing the lengths and expense that some people will go to.

Expensive Beds

My friend, Jeff Giagnocavo, runs a very successful mattress and furniture store in Lancaster, Pennsylvania. More than once, he’s sold a bed that costs $30,000. That wasn’t a typo. Yes, a bed that costs $30k.

It’s amazing how far people will go to create a bedroom that enables them to get a good night’s sleep. They spend all that money on a room – so they can go to sleep in it!

This got me thinking … and I started to wonder if we put the same effort into creating the right environment for potential and existing clients.

Let me explain.

Your office is hopefully set up to maximize the productivity of your staff. But, have you created a space that maximizes your chances of signing up a new client?

To sell a $30,000 bed, Jeff has a deal with a local hotel. If you want to try the bed before you buy it, you can stay the night in a special room at the local hotel that has the $30,000 bed. If you buy the bed from Jeff, he’ll refund your hotel expense.

Not Just for High Flyers

Jeff doesn’t just rely on the experience for his most expensive bed, though. Jeff also has a “Dream Room” at his store. Whichever bed you’re interested in taking for a test drive, they’ll wheel it into the Dream Room and let you catch some sleep.

Here’s how they describe the Dream Room on their website:

“The room is essentially a sleep sanctuary, adjacent to the showroom, totally private and void of salespeople and other customers, so you can snuggle in and get comfortable. Gardner’s is the only mattress store in Lancaster County that offers such an experience to you.

“On a reservation basis, we will prepare the Dream Room with the mattress and pillows of your choice, proper mattress and pillow protectors, and sanitized premium sheets to encase the mattress for a fresh experience. A Dream Room appointment may be for as little as 15 minutes, but can last for up to 4 hours if desired. The anticipated end result of a Dream Room visit is to ensure that the mattress being tested is the one that best suits your unique sleep needs.”

Jeff thought about how to make it really easy for his customers to say “yes” and make a purchase – and then he put it into action and made it a reality. Jeff created a “sleep sanctuary” that makes customer buy.

So, if Jeff can create the right environment to sell a bed, shouldn’t we think about the right environment for our law firm’s potential clients?

Client Sanctuary

How would you create a “Client Sanctuary” that gets potential clients to sign up with your law firm?

Here are some questions to get you thinking:

  • Do you have a separate room to discuss your potential client’s case in confidence?
  • Does your separate room feel like an office or a living room?
  • Do you ever buy fresh flowers for your office?
  • Do you have comfortable easy chairs or just office chairs?
  • Do you have a wide selection of beverages so that your potential client can drink something they really want?
  • Does your receptionist have special scripting or choreography to make a potential client feel welcome upon their arrival?

Remember that first impressions count. Have you done everything you can to create the best possible first impression to a potential client?

Let me know in the comments below what you’ve done at your own law firm to make a great first impression.