The legal profession is overflowing with competition. What sets one personal injury attorney apart from the hundreds of other personal injury attorneys in their area? In such a competitive field, it is vital that personal injury attorneys are able to, not just find potential clients, but keep them.
You already know the competition is fierce. That is why you’re doing all the right things. You’re working with a top legal marketing company, like RW Lynch. You’re sending out email newsletters, direct mail pieces, and even saturating social media. You’re doing everything you can to maximize your presence within the sea of competition.
So why aren’t you landing clients?
Because your job as a salesman doesn’t end the minute a potential client calls you. Your marketing strategy worked, and that is great. But now it is up to you to reel in the leads that you’ve hooked.
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What good is marketing your law firm if you let potential clients slip through your fingers? If you are not eager to act when an injured victim contacts you, know that there are plenty of other attorneys who are. With so much competition surrounding you, are you willing to give your lead time to find help elsewhere?
Show potential clients that you care by communicating with them right away. If they call your office, speak to them personally. If they send an email or leave a voice mail, contact them back as soon as possible. Meet them in their hospital room, at their home, or at your office. You can even meet over a work break, for coffee. Show them that they are a priority.
When someone is in need of legal advice, they will not be sitting by the phone, patiently waiting for you to return their call. They will find help elsewhere. You became an attorney to help people, so don’t make their legal problems wait on you. Your clients will be grateful for your prompt attention.
Collect information
When meeting with a potential client, your job is to gather information. You can do this simply by creating a dialogue. Don’t waste time showboating. Instead, focus on listening. Ask probing questions, and investigate every detail of their account.
Most people in need of an attorney are apprehensive and are unfamiliar with the legal process. Start the conversation by asking them to tell you about their problem. Guide the conversation, but let them do the talking. You will be surprised how quickly the conversation progresses when your prospective client feels like you are truly concerned and willing to listen.
You may want to consider creating a list of questions to keep on hand. Save them to your phone or tablet so you are always prepared to meet with potential clients and gather information, no matter where you are.
Be empathetic
Most attorneys are in the business to help people. Being a good salesman means that you need to show them why you are the right attorney for the job. Victims need to feel comfortable sharing their situation with you. Understanding your client’s needs and empathizing with their situation shows them that you care. Attorneys are hired to solve legal matters, but to a client, these matters are personal.
Many people you meet with will be cautious, and may feel intimidated, speaking with an attorney. After you’ve spent time getting to know your prospective client, and you’ve listened to their problem, clarify the legal process. Answer their questions and explain how you plan to help them using your skill and experience. Clients will feel more at ease if they understand what to expect.
It may be hard for a client to ask questions that they feel are awkward. Or maybe they have follow up questions that weren’t discussed in your meetings. Consider texting with your clients. This shows them, not only that you are available when they need you, but also that you care about their concerns and want to relate to them on a personal level.