Your #1 problem is not “getting more leads.”
You generate leads from advertising. The phone rings and you capture their information in your intake system. Then you follow up with them relentlessly.
Why are you not converting more callers to clients?
Why aren’t you making more money?
Your #1 problem is not “getting more leads.”
Your #1 problem is converting more of the leads you’re already generating.
What’s the Solution? If you talk with other attorneys or people in the media, their solution is to do more advertising.
There’s some truth to that. But I don’t think it’s the best strategy.
Increasing the sheer volume of leads is not the best answer to your problem. It might work, but it will cost you a lot of money. If you’re advertising properly and your phone is ringing, then you’re likely getting enough leads. You need to look at the other steps in your process to see where you are losing money.
If you look at your lead conversion process as a bucket that you’re trying to fill, you need to plug the holes in your bucket so you’ll retain more “water” and make more money. Legal marketing expert Harlan Schillinger says, “Intake and conversion is the most overlooked part of your business.” Let’s fix that.
Why You Lose Clients Here What you send your caller after they call you helps you convert them from a caller into a client.
So, what do you send them after they call?
- Your full color company brochure filled with papers and information about how great you are, how long you’ve been in business, and how much money you’ve helped others receive?
- Awards you’ve won or events you’ve sponsored?
- A picture of your building and staff?
- And don’t forget your refrigerator magnet and business card.
These are all things callers receive. In fact, since they call multiple firms, they receive piles and piles of this stuff.
It’s overwhelming and confusing. Here’s the real problem:
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It all looks the same. Instead of showing up looking like all of your competitors, do something different. Position yourself uniquely. Don’t send what everyone else sends. Put a credibility-builder in your prospect’s hands. Something that will make an impact, connect deeply, and that they’ll hold onto longer. You will stand out prominently, impact the prospect memorably, and move yourself to the top of the pile. The simplest way to convert more callers to clients is to publish your own book. that’s what attorney, Steve Grover, did. Here’s how he’s using his book to connect with people, build credibility, and gain clients: “I give my book to past and current clients, other professionals I work with (i.e. doctors, physiotherapists, chiropractors, etc.), motorcycle shops, schools, shows, and anywhere else I can think of. It is far better than giving out my business card since it shows I care about motorcycle safety and society.”
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The legal market is ultra-competitive. To stand out and be noticed you need to be different, say something different, and send something different. “I believe that a book is the ultimate business card. In this competitive market, you either differentiate yourself or you die. Having a book will help you convert leads to clients and put more money in your pocket.” – Harlan Schillinger
When you receive phone calls, don’t just mail the caller your brochure and business card. Send them a signed copy of your book. It’s a valuable resource that gives them more information and bonds them to you emotionally.
When they pile all the brochures and business cards they’ve received onto their table, your book will be on the top of the pile. As they file brochures and toss business cards, they’ll hold onto your book.
When was the last time you threw away a book? Your book will stay around longer than all your competitors’ brochures and business cards and miscellaneous junk. Your book will speak to your prospect even when they aren’t reading it.
Just seeing your book on their table, desk, or night-stand will remind them of you. They’ll remember your advice. They’ll call you for an appointment. They’ll hire you to represent them.
You can publish a book yourself (if you have the time). You can license one that someone else has written (a viable alternative), or you can create your own book that tells your unique story in your words.
Here’s a proven method to convert more callers into clients:
- Publish your own Book.
- Utilize your book in ALL of your marketing and advertising.
- Give a signed copy of your book to every lead you receive.
Do that and you’ll stay in front of your leads longer, convert more leads to clients, and make more money without spending another dime on more advertising.
