Law Firms are Good at Marketing, but…
In average terms, law firms are generally good at generating enquiries through marketing or buying leads from lead generators or claims management companies.
But what lets you down massively is the ability to convert what comes in, most law firms have a massive leaky bucket that costs you some serious money, so I would stop or slow down marketing until you fix the leaky bucket.
Why does it leak?
enquiries are passed to fee earners to call, who with fairness to them are trying to fee earn to hit targets and keep a job
enquiries are passed through to admin or assistants who have no formal sales training
many professional services firms believe sales is a dirty word and is not part of their profession
they call once and then never follow up with the materials promised
they do the hard work on the first call and then leave it thinking the work is done and the potential client will call back when they’re ready (in 99% of cases they won’t call back!)
Massive law firms are massive because they convert enquiries very well, they have realised the importance of this part of the client journey and they do it very well in specialist departments that are well funded.
If you track your enquiry and conversion figures see if you can work what would happen revenue-wise if you converted just 5 or 10% more, I’d guarantee it would transform the business, and you’ve already done the hard work and generated the enquiry.
If you don’t track your figures, why the hell not, how can you get better if you don’t track. Start doing this right away before you do anything else.
You have 3 options to convert more:
train fee earners to sell and reduce targets to allow time to convert and add KPI’s
train admin and support staff to sell and add KPI’s
outsource to a professional sales call centre that can call the client as you and let them crack on
I’m working on a service to cover number 3, a specialist sales service that will convert your leads. We should be ready to launch early 2025, for early access, drop me an email.
Happy growing
See you next week
Chris
