Today creating a positive relationship with your prospects
and clients as quickly as possible is key. It is the key to not only surviving
but also thriving as a legal practice in this or in any economy. Everything
must focus on and revolve around your prospects and clients because these are
the most important people in your world. This focus encompasses your marketing
all the way through what you say in the consultation and how you follow up on
it.
You want to treat prospects as intelligent, respected people
to whom you will give your undivided attention and help them in any way
possible. This client-centric attitude has to show itself in everything you do
in both your external and internal marketing. It starts with what you do to
attract and favorably influence prospects.
Your external marketing should include all avenues that are
considered ethical and acceptable by your state rules and regulations for
lawyers. These may include advertising, online presence (especially a website
with articles), press releases, media placement, promotional events, writing,
interviews, speaking and seminars, and referrals.
After you attract prospects, you want everything they
experience in your internal marketing to be comfortable, credible, and
reinforcing of trust. This includes the person answering the phone, sending out
an impressive package of basic information, greeting them when they arrive for
their appointment, and making them feel like an honored invited guest.
In your consultation you need to be riveted on the problem
the client wants to solve or the goal they want to achieve. It is all about the
prospect's needs, their education, and how they will benefit from your
solution. You need to further share how you have helped others in similar
situations. This allows them to see not only that you have the experience but
also that they are not alone in it.
Everything you say needs to be in plain English, with no
fifty-cent words, complex-compound sentences, or legalese (unless it is
absolutely essential and you explain it clearly). You need to check to see if
what you are transmitting is being received accurately. You need to ask for
feedback because people in your office will often feel intimidated and
unwilling to ask for clarification. You also need to provide feedback on what
the prospect has said to make sure you heard and understood it correctly and
how it fits with the whole.
Just because the prospect has received the basic package of
information before the appointment does not mean they read it or understood it.
Depending upon their level of anxiety about their problem and talking with you,
important specifics, like fees, may not have been absorbed. As a result, you
need to be sure to review them with the prospect. Once again, you need to look
for body language that may suggest discomfort.
If the prospect shows nonverbal signs that they are still
not ready to sign on with you, you can provide them with copies of relevant
articles you have written, and lists of what your services have accomplished,
referrals, and your competitive advantages.
Everything the prospect gets from your office should bespeak
quality, from the type and weight of the paper to its printing, letterhead, and
envelopes. Everything you do should demonstrate to the prospect that you
consider them very valuable and, therefore, deserving of first-class treatment
and information.
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