6. Use AttorneyBoost.com to find new clients
Our Niche and Your Practice
Okay, we understand how this sounds. This paper is for informational purposes, and our goal is to provide you with relevant and useful information about legal marketing. So before you think we’ve channeled Billy Mays, the great pitchman of OxiClean fame, allow us to explain why we’re talking about ourselves. AttorneyBoost.com was created with one goal in mind: to deliver quality prospects (leads) to you (the attorney), and to do it better than anyone else. Part One of this paper covered information that every law firm should be implementing in their legal marketing strategies. The strategies discussed are usually long-term strategies that yield results after they’ve been in place for months or even years. Part Two, and where we come into play, is more about today. How can we help you grow your practice right now. AttorneyBoost.com has already done a lot of the long-term marketing to attract prospective clients, which we can send to you for immediate consultation.
To be absolutely clear, we’re suggesting that both avenues should be taken. Long term strategies are critical for long term success. Your long term strategies also enhance your reputation today, giving a very helpful boost to your more immediate strategies. By implementing long term and short term strategies together, you will see a synergistic effect that is greater than the sum of its parts.
Contacting Prospective Clients (Leads)
When you work with AttorneyBoost.com, you receive leads in real-time. That means you receive a prospective client’s information while they are actively searching for an attorney. It might go without saying (but we’ll say it anyway) that the best time to talk to the lead is NOW! It’s not unusual to sign new clients with a single phone call if you are prompt in reaching out to that prospect. There are window shoppers and price comparers too. You appreciate the importance of leaving a fantastic first impression, and what could be better than leaving your impression first. This is your chance to shine, to stand apart from the rest and lay a great foundation with your prospective client.
Put yourself in the client’s shoes: how much should attorneys charge? What sets one attorney apart from the others? What other important questions should I ask a prospective lawyer? If you can anticipate the questions your prospective will have, you will be prepared to provide the best answers. Being prepared will distinguish you as a confident attorney, completely capable and comfortable in your practice. Also use this as an opportunity to plant little mental seeds along the way. An example:
“Tom, please shop around. Just make sure the firms you talk to don’t use paralegals or new attorneys to work on your case. Here, I’m the only one who personally handles every aspect of your case.”
You’ve established value to your prospect while keeping his or her best interests at heart. Other factors such as preparing, listening, and selling yourself will help keep your prospect interested. Keep these things in mind to increase your chances of successfully turning prospects into clients:
- Closing a new client shouldn’t be like winging it in court—this is a sales process. Prospects are full of questions, and the better you anticipate them (wearing the prospect’s shoes, if you will), the better equipped you are to impress. In fact, keep notes on the most often-asked questions to use for future discussions.
- Listen to your prospects. They have a legal need, so don’t complicate your discussion with a bunch of irrelevant information. They care about their case. At the same time, don’t assume anything about their situations. Listen attentively, stay on track and focused, and display let them know you have their best interests at heart.
- Prospects shop around. You do too, so you understand how this does. We all want the best possible balance between quality and price. Don’t be afraid to (humbly) suggest why you are a great choice.
- Promote that thing that sets you apart. Why? Because it adds an extra layer of awesomeness to your attorney status. Prospects will remember you for that one great factor.
- Have a punch-pitch prepared when a prospect asks “Why should I choose you?” You’re marketing yourself, so start the conversation on the right foot. What can you do for this prospect? And don’t be boring (that’s why we call it a punch-pitch—start with a punch, make it memorable and make it count).
- Every prospect is unique in his or her own special way. On top of that, he or she is probably not familiar with the whole lawyer thing, so treat him or her person with respect, sensitivity and individuality.
- Give your prospect something to do (a call-to-action). Chances are that your prospect’s situation is time sensitive (and even if it’s not, you may not know that yet), so urge your prosepct to take action sooner rather than later.