TOP 15 MISTAKES ATTORNEYS MAKE THAT KILL THEIR CONVERSION RATE

Transcription

1 For ABA GPSolo September 2015 Boston, MA TOP 15 MISTAKES ATTORNEYS MAKE THAT KILL THEIR CONVERSION RATE 2015 by The Rainmaker Institute, LLC. All rights reserved

2 ABOUT STEPHEN FAIRLEY CEO of The Rainmaker Institute the nation s largest law firm marketing company that specializes in helping small law firms generate more referrals and convert more leads Nationally recognized expert on lead generation, lead conversion and client retention for attorneys Developed the first automated lead conversion follow-up system for attorneys Coached, trained and spoken to more than 15,000 attorneys Academically trained as a Clinical Psychologist International best-selling author of 12 books and 10 audio learning programs World traveler: Visited over 41 countries and taken 15 cruises

3 THE SUCCESS OR FAILURE OF YOUR LAW FIRM IN 2015 WILL NOT BE DETERMINED BY The number of leads you get The quality of those leads The size of your average case The average cost per client acquisition

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5 HOW GOOD ARE YOU AT INTAKE & LEAD CONVERSION?

6 Most attorneys believe they are good, very good, or excellent at conversion... Most of them are WRONG! Why? There are 5 Stages of Conversion and they only focus on the 4 th one!

7 1. Number of Leads into the top of the funnel 2. Number of Leads Who turn into Appointments 3. Number of Appointments Who Show Up 4. Number of Appointments Who Sign Up at the IC 5. Number of Appointments Who Sign Up Later

8 IMPROVE YOUR INTAKE! FIX YOUR FOLLOW UP! Currently, here is what your intake & follow up looks like

9 1. Practice the 5 Min Follow Up Rule! Research based on 3.5 Million leads from over 400 companies by Velocify.com

10 Your chances of qualifying an internet lead drops by 400% when your response time slows from 5 to 10 minutes!

11 Speed-to-call is the single biggest driver of lead conversion! Leads360 Study

12 2. Never, ever make an Attorney or a Paralegal responsible for follow up!

13 HOW TO IMPROVE YOUR CONVERSIONS 3. Train an existing team member at first using the step-by-step system I m going to teach you!

14 4. If you re getting over leads per month, hire a dedicated Client Intake Specialist IN YOUR LOCAL OFFICE! Characteristics Someone who has sold over the phone Call center experience a plus Confident presence on the phone Persistent like a pit bull Not someone who has been in customer service

15 5. Pay them a Performance Bonus to set appointments who show up! Criteria: $10-$15 per hour Plus $10-$20 per face to face appointment who shows up. Start them off part-time if you need to from a cash flow perspective. Have them start with working on your busiest days.

16 6. Call back leads after hours. If you re having a difficult time setting appointments or reaching leads hire a part-time appointment setter to call back leads: 5-8pm Monday-Friday 3-4 hours on Saturday

17 7. Call every lead 6 times before giving up!

18 8. Call 3 times the first day to increase conversions 0-5 mins mins 4-8 hrs

19 9. quoting prices over the phone! It only encourages price shopping It doesn t allow you to BUILD VALUE 1 ST It reinforces how you are the SAME as everyone else

20 10. trying to close over the phone! 3 Goals for every call: Assess the Quality of the Lead vs DNQ Show Compassion & Empathy and Build Rapport Set the Appointment!!

21 11. Get a verbal commitment from them over the phone We have reserved this time just for you so if you need to reschedule please contact me ASAP so we can give your time to someone else who is waiting! 12. Send an immediate or text message confirmation with the details.

22 13. Have a staff person call them the day before and the day of. Text them if you have permission to do so!

23 SIGN UP 24% MORE CLIENTS PER MONTH! 14. Track conversion rates for appointments by PHONE versus IN PERSON appointments. 24% Law Firm in Denver with 5 attorneys 92 Leads 100% 65 Appts Set 71% 55 Showed Up 85% 7 Hired at IC 13% 6 Hired Later 11% 15% of Appts by Phone Showed Up 89% Hired at IC 0% Hired Later 0% STOP DOING ANY PHONE APPOINTMENTS!

24 15. Track conversion rates for every person who does ICs!! DUI Jay Jeff Will Tom % of Consults 25% 25% 25% 25% STOP giving any consults to Jay & Jeff. GIVE all their consults to Tom. IC 20% 20% 17% 40% Hired Later 0% 0% 17% 40% EARN AN EXTRA $60,000 PER MONTH! TOTAL HIRES 20% 20% 34% 80%

25 INTAKE & LEAD CONVERSION ARE CRITICAL How much $$$ are you losing right now because of your Intake? Do you want to double your revenues this year? Lead Generation is the Most Expensive way to double your revenues! Lead Conversion is the Most Efficient way to double your revenues! You can double your Lead Conversion rates in a matter of months! Stop throwing your money away on more leads!

26 Improve your intake! Fix your follow up!

27 THANK YOU! Stephen Fairley The Rainmaker Institute