The one secret ingredient to successful law firm marketing is knowing the results you have gotten in the past… and you don’t want to just know ONE result, you want to know the whole story! It’s not uncommon for attorneys conducting a presentation for consumers to say, “the marketing didn’t work” when they end up with no new clients. It may or may not be true that the marketing didn’t work. Every number you track in the process between setting up the presentation to meeting with the client… has its own action associated with it.
If you conduct workshops or seminars, the number of seats you fill is the number you associate with the direct mail or advertising efforts you spent money and time on. If you don’t like the number of seats that were filled, you’ll need to play with the quantity and quality of marketing you use to attract interest to your event.
The number of appointments you end up with after you’re finished speaking is a result of the quality of your presentation… so if you’re not getting the appointments you want, look at the presentation and effectiveness of your invitation to make an appointment.
The number of appointments who keep their appointment is often tied to the quality of the speaker at the speaking engagement as well as the specific follow up steps made by the staff after the speaking engagement. If you have a lot of cancellations, look to those two areas to make some major improvements.
The number of clients retained is typically about 85% — 90% if the consultations are effective. By effective, here at the Academy that means… is the attorney asking the right questions? Talking too much? Listening enough? Identifying all of the problems a particular client has and presenting the right solutions. If the percentage of clients being retained is not high enough, the attorney needs to work on his or her consultation skills.
Refunds… if there is any type of a trend where more than one client in a blue moon asks to cancel the service in progress, then the consultation and the post-consultation follow-up is the likely culprit.
It’s important to do what you say you’ll do through every step. If you do—you’ll be a hero and all your tracking will prove that!
Director, Member Services
American Academy of Estate Planning Attorneys, Inc.