How to make a better second impression

May 2, 2014 by
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I admit it, I don’t always make a good first impression. Sometimes, I say things that come off as insensitive or inappropriate and my sense of humor sometimes leaves people wondering if I’m still in junior high.

Do you ever do these things? Do you ever wish you could go back and un-say what you’ve said?

You can. And doing so will often create a better impression than you could have hoped to create the first time around.

The answer to a good second impression is to admit your mistakes. First, to yourself. You have to know when you’ve messed up. Then, to the person or persons you have insulted, confused, or otherwise left scratching their head.

Apologize. It’s as simple as that. You don’t need to explain, although that might help if you do have an explanation other than “I’m an idiot”. Usually, a simple, I’m sorry, I didn’t mean it,” is enough.

Most people understand. Most people are forgiving. Most people will like you better for being honest enough to admit your mistakes and for caring enough to come forward.

It’s well known in marketing that when a customer or client is upset, making things right often leads them to become long-time clients and ardent supporters. I think it has something to do with releasing the tension created by the initial mistake or problem.

As lawyers, it’s often difficult for us to admit we’re wrong. We don’t want people to know we make mistakes. Because of this, when we admit our transgressions, it can make an even bigger impact.

If you have made a bad first impression, fess up and fix it. You can make a better second impression. Unless you own an NBA team and you just don’t care.

Need help with marketing? Here you go

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Filed Under: Client loyalty, Client relations, Communication, Networking, Personal development Tagged With:

What do clients want from their lawyers?

April 3, 2014 by
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What do clients want from their lawyers? You can ask your clients what they want. You can conduct surveys. You can do research. But as Steve Jobs once said, “A lot of times, people don’t know what they want until you show it to them.”

A client comes in, thinking he wants a certain document or course of action. You show him his other options, recommend one, and tell him why.

A prospective client visits your website, looking for a solution he thinks he needs. He reads your articles and learns that something else might be better for him.

A client comes to see you, asking about your cheapest solution. You show him why this will cost more in the long run, or expose him to too much risk, and suggest a more expensive option.

A client wants you to go to trial. You show him why it makes sense to settle.

But your job is about more than the delivery of your core services. It is about creating the complete client experience. This includes how you answer the phone, how you schedule appointments, how you keep clients informed during the case, your billing practices, how you dress, your office decor, your bedside manor, and everything else.

If the client has hired an attorney in the past, they are probably expecting you to treat them the way other attorneys have. It probably won’t take much to exceed their expectations.

If they client hasn’t hired an attorney before, they may not know what to expect. That means you have to work a little harder to explain your recommendations. It means you have to manage their expectations, by under-promising, so you can over-deliver.

In your marketing, are you advertising or promoting the same services and features other attorneys offer or are you taking some risks and offering something different?

In any business or professional practice, you have to give clients what they want. But sometimes, they don’t know what they want until you show it to them.

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Filed Under: Client relations, Law office management, Marketing legal services Tagged With: ,

Queen for a Day: Marketing Legal Services Like a 1950’s TV Show

March 28, 2014 by
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When I was a kid, there was a TV show called “Queen for a Day”. I think it started on radio.

The premise was that some lucky housewife would be brought to the studio, surprised with a multitude of gifts, and treated like royalty. She received clothing, furniture, appliances, jewelry, dinners, and trips. And with a lot of fanfare, she was anointed “Queen for a Day,” complete with a crown, a fur wrap, and a scepter.

Corny, but cute.

Anyway, in marketing legal services, we usually think in terms of what we can do for all of our clients, collectively. We send everyone a certain email, we upgrade our waiting room for the comfort of all clients.

Today, I’d like to suggest that you start your own “Queen for a Day” program.

Every day, choose a different client who will become “Queen (or King) for a Day”. You don’t have to buy them expensive gifts, or film them jumping up and down with excitement. You don’t even need to tell them they were chosen as part of your “Client of the Day” marketing program.

Choose someone, at random, and send them something, or do something, to surprise and delight them. Something that’s not part of the regular service they receive from you and not something you regularly do for all of your clients.

Here are some examples:

  • A handwritten note of appreciation
  • Flowers or a plant
  • Cookies or donuts
  • Enter their name in a drawing for the month, with prizes (e.g., gift certificates, etc.)
  • Mention their business in your newsletter or on your website
  • Make a charitable donation in their name
  • Offer to meet and buy them coffee
  • Offer them a free or heavily discounted service
  • Send them a book

Imagine how the client will feel when he or she gets this unexpected attention. Do you think they will feel good about having you as their lawyer? Do you think they might keep you as their lawyer? Do you think they might tell their friends about how you treated them?

You don’t have to give the same thing to each client. You can spend more on better clients if you want. And, there are lots of things you can do that cost very little, or nothing.

It’s not about the “prizes,” it’s about the recognition. It’s about showing your clients you appreciate them.

Choose one client every day and make them feel special. Like a Queen or a King for a day.

Marketing is easy, when you know The Formula.

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Filed Under: Client loyalty, Client relations, Marketing legal services Tagged With: , ,

What I learned about marketing legal services at my car wash

March 10, 2014 by
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The car wash I go to has a nice touch. When the car is ready, one of the employees comes into the waiting room (or the outside waiting area), walks up to me with my keys and says, “Mr. Ward, your car is ready.”

He doesn’t shout out my name to the crowd or wave a rag and expect me to notice. He comes and finds me.

The first time this happened, I was impressed. How did he know? When it happened the second time, I asked. When they take my car at the entrance, the employee asks for my last name and writes it on the ticket. He also writes down what I’m wearing: “blue shirt, glasses” or “tall, dark, and handsome”.

Simple.

Now, when you go out to your waiting room to meet a new client (you do go out yourself, right?), do you walk over to the client and greet him by name? You should. It’s a nice touch. Much nicer than shouting his name or waving a rag.

All you have to do is have the receptionist write down what the client looks like or what they are wearing.

Your clients will appreciate the gesture.

I’ll tell you what else they will appreciate. When they come back for another appointment and the receptionist (and you) recognize them and greet them by name. Or when you meet the client for his court appearance and find him in a crowded hallway.

How do you do this? At the first appointment, ask the client if you can take their photo for your file. It’s for their protection. So nobody can pretend to be them and pick up their settlement check. Or, because you have many clients and you like to get to know them.

You often hear that marketing legal services is mostly about the little things. If you’ve ever wondered what that means, now you know.

Marketing is everything we do to get and keep good clients. Here’s The Formula

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Filed Under: Client relations, Law office management, Marketing legal services

How to get more referrals from clients

February 25, 2014 by
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What do you think would happen if your first time clients came away from their meeting with you believing that you are amazing? Do you think they might be more likely to stay with you, even though there might be less expensive attorneys in town? Do you think they might be more inclined to send you referrals?

There are lots of ways to “wow” new clients. Here’s one that is both simple and incredibly effective: introduce them to other people in your office.

Take them on a little tour, show them the library and conference room, and introduce them to your partners and staff. Introduce them to the person who answers the phone. Introduce them to the office manager. Introduce them to everyone who will be working on their case.

Make sure everyone shakes hands with the new client, makes eye contact, smiles, and tells them they are happy to meet them.

How many attorneys do this? Very few. How many of any kind of professional or business do this? Same answer. So when you do this, your new clients will see that you are different, that you really care about your clients.

On their way home, the client is thinking about his or her experience. It will forever be imprinted on their brains.

But hold on. You can really hit a home run by following up with a welcome call.

Someone should call the new client later that day or the next day to see if they have any questions, remind them about the next appointment, and tell them to expect a new client welcome kit in the mail. If someone who will be working on their case wasn’t in the office or was with other clients when the new client got the tour, they should also call and introduce themselves.

How much effort does it take to show clients you are amazing? Not much at all. But it only works if do it because you really do about your clients, not because you think it might get you more referrals.

How to get more referrals from clients without asking for referrals: Click here

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Filed Under: Client loyalty, Client relations, Referrals

When prospective clients interview you for the job

February 24, 2014 by
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I once had a client interview me before hiring me. It only happened once in my career, probably because 99% of my clients came from referrals. (She didn’t hire me. I never found out why. It was thirty years ago. I’m over it, now.)

Today, many clients find lawyers through the Internet and other means, and because there are so many articles and blog posts educating them about what to ask a lawyer before they hire them, if you haven’t been interviewed for the job, there’s a good chance you will.

Will you be ready?

One way to get ready is to post content on your website that addresses the questions prospective clients typically ask. The process of writing that content will also prepare you to answer those questions in the event someone bypasses your website. It also helps you codify your philosophies, policies, and procedures, forcing you to examine what you do so you can make improvements.

I read an article recently, for employers interviewing job candidates, that presented “killer questions” to ask to eliminate the duds. I thought the first question was applicable to clients hiring lawyers:

‘Tell me about a work achievement you are most proud of?’

Clients may not ask this per se, but isn’t this something lawyers should be prepared to answer?

Take 30 minutes this week and write three paragraphs about something in your career that you are especially proud of. What was your most gratifying or challenging case? If you were writing your obituary or eulogy, what would you like to be said about your work.

Post this on your website. When prospective clients interview you for the job, or a reporter or blogger interviews you for an article, you’ll be ready.

Did you know, Make The Phone Ring shows you how to create great content for your website? Check it out on this page.

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Filed Under: Blogging, Client relations, Closing the sale, Marketing legal services, Online Marketing, Writing

Do you love your clients?

February 14, 2014 by
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Do you love your clients? You do? Wow, that’s a bit creepy. Don’t they have rules against that in your state?

Like your clients, sure. Care about, appreciate them, respect them, yes, yes, and yes. But not so quick with the love glue-gunnin.

Let’s reserve the Valentine’s for loved ones, okay? And your dog, if you must. But not the clients.

But, here’s the thing. When was the last time you told a client you cared about them?

You don’t have to get all weepy or anything. You’ll just embarrass them, and yourself. In fact, you really don’t have to say anything at all. You can let them know in little ways. Like calling them, off the clock, just to say hello. Like remembering the names of their kids. Like sending them a hand written thank you note when they send you a referral.

I’ve hired attorneys. Doctors, dentists, too. Most of them get it wrong. Oh, they go through the motions of being friendly and treating me like a person, instead of an account. But you can tell, they’ve got other things on their mind.

Look me in the eyes, please. Take an extra few seconds to listen. Laugh at my dumb jokes, and maybe tell me one of your own.

Yes, I know you’ve got other clients in the waiting room, but I’m here in the office, right now. Me. Make me feel like I’m your only client, just for a few seconds.

I came to you because I heard you’re good at your job. That’s important to me. If you do good work, I’ll probably come back.

But what if you went a wee bit further and made me feel special? Like you truly enjoyed meeting me. And you appreciate having me as a client and you know that without me and others like me, your kids wouldn’t go to a nice school.

Then, I might do more than come back. I might become a big fan and go out of my way to tell others about how great you are, not just as a clinician, but as a person. Someone special. Someone I care about. Someone the world needs to know about.

I won’t send you flowers or candy, but I might help you fill your waiting room with clients.

Your bill is one of your most valuable marketing tools. Click here to learn why.

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Filed Under: Client loyalty, Client relations, Law office management

Marketing is boring. Let’s take the day off.

February 12, 2014 by
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There are days when I don’t feel like reading or writing about marketing, let alone doing it. I get bored. I’m sure you do, too. So, I’m not going to think about marketing today, and you shouldn’t either.

Let’s play hooky.

So today, when you speak to a client, do not, under any circumstances, ask them anything personal. Don’t ask about their health or their son’s soccer game or anything like that. That would be marketing and you’re not doing that today.

If the phone rings and another lawyer wants to know if you handle a certain type of matter, answer his question, but make sure you don’t ask him anything about his practice or what kinds of clients he’s looking for. C’mon now, that would be marketing and today, that’s a no no.

If you’re sending out bills today, just send them “as is”. Don’t thank the client for their last payment or for keeping their account current. Marketing, remember?

And, if you have any new clients today, do not, under any circumstances, make an effort to see them on time, offer them coffee or water, or tell your secretary or assistant not to interrupt you during the meeting. Not on your day off, yo.

Now, don’t you feel better, knowing you don’t have to do any marketing today and you can concentrate on nothing but legal work?

Marketing is everything we do to get and keep good clients. 

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Filed Under: Client relations, Marketing legal services

Trust me, I’m a lawyer

January 29, 2014 by
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We all know that if people don’t trust you, they won’t hire you. And trust is not automatic. You have to earn it. 

Many people will give you the benefit of the doubt, at first, especially if you were referred to them. But their trust can be lost in a heartbeat.

My wife used a referral service she likes to have some roofers come out for an inspection. First one, great. On time, friendly, plain spoken. He showed her photos of some minor issues that need work and gave her an estimate. She liked what he said and he’s in the running.

Yesterday, the second one showed up (from the same referral service), but there was a problem. He couldn’t get up on the roof. It seems he had a short, fold-up ladder, which he transported in the trunk of his car, and it wouldn’t reach. When my wife asked why he didn’t bring a longer ladder, he explained that he would need to drive a truck and the gas would be too expensive.

Done. My wife instantly knew this guy wouldn’t get the job.

He said he could send someone with the truck later in the week. Right, after waiting for this guy to show up and experiencing his bewildering lack of preparedness, my wife will happily sit around waiting for one of his guys to show up. Guess again.

“I don’t trust him,” she told me. And I don’t blame her.

So now, he’s not getting the job and he’ll get a bad review on the referral service website.

Booyah.

Prospective clients aren’t looking for a reason to hire you so much as they are looking for a reason to disqualify you. And it doesn’t take much. If you are unprepared, if you squawk about your costs of doing business (build the gas money into your fees, bub), if you do anything that says “unprofessional,” that’s it. You’re off the list.

Anything can knock you out of the running. Someone doesn’t like your photo on your website because you look mean, or there is no photo on your website so they can’t look at your eyes, or you didn’t call them back right away, or you yawned on the phone and sounded like you didn’t care.

Anything.

Am I saying you have to meet certain minimum standards to even be in the running? Yes. Getting the basics right only gets you in the game. If you want to get the job, you have to do even more.

Yes, it’s hard. You have to be ever vigilant and pay attention to detail. When you are in a service business or a profession, it’s not just the quality of your work, it’s about the entire client experience.

But hey, you’re lucky. At least you don’t have to schlep a ladder.

Want more referrals? Get The 30 Day Referral Blitz

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Filed Under: Client relations, Closing the sale, Marketing legal services, Salesmanship Tagged With:

Help me if you can I’m feeling down

January 27, 2014 by
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Actually, I’m fine. Just singin me some Beatles and thinking about how difficult it is for folks to ask for help. It’s an ego thing. We don’t want to appear weak. So we don’t ask, and when help is offered, we often turn it down.

But people want to help. It makes them feel good. I know this because I know how good it feels when I help others.

So we should ask each other for help more often. It’s good for them and good for you.

You can get just about anything you want just by asking. You can ask your clients for all kinds of help. You can ask the readers of your newsletter, personal friends, professional contacts, anyone, including strangers.

What do you want? Whatever it is, someone can help you get it.

  • referrals
  • information
  • advice
  • introductions
  • copies (forms, letters, checklists)
  • recommendations (products, software, books)
  • time (as a volunteer)
  • testimonials
  • someone to talk to
  • donations (to your cause)
  • write a guest post or allow you to write one
  • invite you to their next networking event
  • speak at their event
  • pass out your cards, reports
  • feedback
  • mentoring
  • Likes, Re-tweets, and Shares
  • a ride to the airport

Just about anything.

Time out. Take a break. Sing along with me and the Fab Four:

When I was younger,
So much younger than today
I never needed anybody’s
Help in any way
But now those days are gone
I’m not so self assured
Now I find, I’ve changed my mind
I’ve opened up the door

Help me if you can,
I’m feeling down
And I do, appreciate you being round
Help me get my feet back on the ground
Won’t you please, please help me

And now my life has changed
In oh so many ways
My independence seems to vanish in the haze
But every now and then
I feel so insecure
I know that I just need you
Like I’ve never done before

Okay, you may need some help asking for help. You’re out of practice. You haven’t asked for help since you needed Mom to tie your shoes. How do you get started?

First, make a list of what you want. Big things, little things, and everything in between. What could you ask for? Write down as many things as you can think of that would make your life better.

Next, write down the names of people you know who could help you get the things on your list. Match people with tasks suited to their interests, strengths, and resources. (Later, when you get better at asking, you can ask strangers.)

Then, choose something, contact someone and ask for help. Be direct. Tell them why you’re asking them.

Compliment them if possible. Tell them you value their feedback or insights, or value them as a friend or client and know you can count on them.

Start with something small, and easy. Something that’s hard to turn down. Have them read something you wrote, for example, and tell you what you think. Or ask them to recommend a good movie. Be specific. “Would you introduce me to your life insurance agent?” is better than “Would you introduce me to some professionals?”

You start small to get used to asking. Get over your resistance and see that people are willing to help. See how good it feels when they say yes.

Later, you’ll graduate to bigger things. Eventually, you’ll get good at asking. And you’ll be amazed at how much people are willing to do.

You may also surprise yourself at how much you have to give others. When people do for you, you will feel obliged to do something for them. When you do, you’ll feel good about that. You’ll want to do more. The more you do, the more others will want to do for you.

And so it goes. Help begets help.

If you’re having trouble asking, start by offering. Call someone, find out what they need and help them get it.

Years ago, I read, “The Aladdin Factor: How to Ask For and Get What You Want in Every Area of Your Life” a book by Jack Canfield and Mark Victor Hansen, the team that brought you “Chicken Soup for the Soul” and its progeny. If you’re interested in this topic and you like inspiring stories about people who experienced amazing changes in their lives by asking for help, you should pick up a copy.

Okay, now I’m going to ask you a favor. If you like this post, would you forward it to someone you care about? Thank you. I knew I could count on you. Now, what can I do for you?

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Filed Under: Client loyalty, Client relations, Communication, Inspiration, Marketing legal services, Personal development, Relationship marketing Tagged With: ,
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