How to get more (and better) reviews

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One of the most powerful tools you can use in your marketing is third-party validation of your work. You get more clients and better clients when other clients describe their positive experience with you. 

It is (marketing) law. 

But your clients are busy and don’t provide reviews or testimonials as often as they could, or as often you’d like. What can you do? 

One of the simplest things you can do is survey your clients, to find out what they like about you and your services (and also what they don’t like because you need to know that, too). 

Then, when a client fills out a survey and says nice things about you, thank them and ask if they would post their words on a review site you tell them about, or let you use their words as a testimonial. 

Tell them they can do that anonymously if they prefer, i.e., initials or first name/last initial only. Yes, full names are better, but a review with initials only is better than no review. 

Tell them how much you appreciate their providing a review, and how much other people will benefit by seeing it. 

 Get them to commit to doing it, help them if they need help, and thank them again. 

What do I mean by “if they need help”? I mean, if they struggle to put their story into words, or what they write isn’t as clear or specific or interesting as you’d like, rewrite their review for them.

Don’t change anything material. Clean it up, flesh it out, and make it easier to read. You’re saving them time and making them look good. You should find that most clients appreciate that help. 

You can do the same thing when a client thanks you or pays you a compliment over the phone or in person. Write down what they say, clean it up a bit, and send it to them, along with a request to post it or let you use it in your marketing materials.

Simple and effective. 

What else can you do? 

Every new client, in their “new client kit,” should get a list of review sites you recommend, along with a sampling of reviews you’ve received from other clients. Not only will this help them feel good about their decision to hire you, it will also make it easier and more likely to get reviews from them later.  

Finally, always send a thank you note. Tell the client (again) how much you appreciate their kind words and how it helps other clients find the help they need. If the client was referred to you, send a copy of their review, along with a thank you note, to the referring party. 

Showing them they made a good decision to refer their client or friend to you makes it more likely they will refer again. 

The Attorney Marketing Formula

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It’s an investment, not an expense

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Yesterday, I talked about following up with prospects and clients before, during, and after the case or engagement. Most lawyers get it. But many lawyers don’t do it because it takes a lot of time. 

I say it’s worth the time because it helps you get new business, keep clients from leaving, and generate positive reviews that can multiply that effect.  

But (surprise) lawyers are busy. Even if they want to do it, it’s too easy to let it slide. 

I mentioned having an assistant do it. Have them make the calls, send the emails, and otherwise manage follow up and other marketing activities for you. Yes, there is a cost, just as there is a cost to you if you handle this function yourself. If you take an employee away from their other work, that work might fall through cracks and cause problems. 

I say it’s worth the risk because the benefits outweigh that cost. Especially if you have a reasonable volume of cases or clients. 

Think about it. Do the math. If you hire someone part time and pay them $4000 per month, and they’re able to save one case or client per month or get one client to return, your costs would be covered, wouldn’t they? And if that assistant is able to stimulate clients to provide more reviews and more referrals, and this generates two additional cases (or saves) per month, you would double your investment. 

Over time, these numbers would compound.

You know I’m a big proponent of making referrals a primary marketing method for most attorneys. If you’ve read me for a while, you also know that you can stimulate referrals without explicitly talking to clients about the subject. But, let’s face it, talking to clients about referrals is a powerful way to get more of them. A lot more. 

If that’s not something you want to do, have your marketing assistant do it for you. 

I built my practice primarily with referral marketing. A key to making that happen was delegating as much as possible to assistants. 

It was an investment, not an expense. And it paid off in spades.

How to talk to clients about referrals

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How to handle difficult clients

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You have ‘em. Clients who nit-pick, micromanage, and demand things that aren’t part of the deal. They’re perfectionists, malcontents, or just a perpetual pain in the backside. What can you do?

Get rid of them. 

Well, that’s one option. But there are other things you can try before you show anyone the door. You probably already know everything on this list but, if you’re like me, just because you know something doesn’t mean you’re doing it and a reminder from time to time could be just what you (we) need.

  1. Put it all in writing. The nature and scope of the work, dates, goals, lists of steps, what they need to send you, and your authority with respect to making decisions, should be discussed, clarified, put in writing, and initialed. Because the best way to avoid problems later on is to spell out everything from the start. 
  2. Document everything. Every time you speak with the client, write down what was said by each of you (even if you’re not billing for that conversation). You don’t always have to follow-up with a written memo, but it can’t hurt. 
  3. Regular updates. You can avoid many issues by giving clients regular, detailed updates about what you’re doing, what happened, and what’s next. Keeping clients informed (and inviting their feedback) is one of the simplest and most effective ways to keep clients happy. And if they’re not happy, bring the issue to a head sooner (when you can fix it) rather than later (when it might be too late).  
  4. Listen. Sometimes, clients are having a bad day and take it out on you. Before you respond to a complaint or demand, repeat it back to them. When they hear what they’re saying, they might see the unreasonableness of their concerns and back off. And, if not, they’ll tell you more you can use to fix the problem.
  5. Validate. If they have a legitimate concern, before you respond, tell them you appreciate them for calling this to your attention (because you do; it helps you do a better job for them and your other clients). Also, let them know you take the issue seriously and will do what you can to make improvements. 
  6. Give them the benefit of the doubt. Take the blame for small things as a tradeoff for keeping the client happy. If it’s a billing dispute, eat the difference. If it happens again, have a talk with them, make sure both of you are on the same page, and be prepared to modify your retainer agreement and/or your office procedures. 
  7. Build a good relationship. The best way to avert issues and amicably resolve them if they occur is to do everything you can to get your clients to like and trust you. When they do, they’ll give you the benefit of the doubt and work with you to fix anything that seems broken. 

If you consistently do everything on this list, you should see fewer misunderstandings and complaints. But remember, it’s the complaints you don’t hear that cause clients to leave, or for things to get so bad you have to ask them to leave, so always encourage your clients to tell you what’s on their mind. 

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It never stops

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You may not want to hear this, but here it is: lawyers sell legal services. 

Yes, you’re a professional and tiy are hired to provide professional services. No, you’re not a salesperson. But when a new client signs up, or an existing client hires you again, a sale has taken place, and you made that happen. 

And guess what? Selling doesn’t stop when they sign the retainer agreement. In fact, it never stops. 

You sell them on hiring you and then you sell them on staying with you.

You sell them on upgrading to your deluxe package or signing up for your monthly plan. 

You sell them on coming back to you after the initial case.

You sell them on giving you their other legal work. All of it, now and forever. (Or at least asking you about it so you can introduce them to other lawyers who can do the job).

You sell them on sending you referrals. And, once they’ve done that, on sending you more referrals. 

You sell them on introducing you to other professionals and influential people they know and work with. 

You sell them on providing you with reviews and testimonials, sending traffic to your site, promoting your events, and passing out your business card and brochure. 

And you sell them on having reasonable expectations about the outcome of their case (so you can exceed their expectation).

Of course, it’s not just prospects and clients you sell. You also sell insurance adjusters, opposing counsel, co-counsel, judges and juries, your client’s partners, directors and officers, and everyone else in your world. 

It’s all selling. And it never stops. 

And that’s a good thing because that’s how you build a more successful practice.

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Posture

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It’s not easy to define, but you know it when you see it. 

007 had it. He was unflappable. And unstoppable. You always knew that in the end, he would beat the bad guys and save the world, and no matter what happened, you’d never see him sweat. 

Your clients want that in you. 

Calm, cool, collected. Strong and confident, ready to save the day.

How can you convey that? 

Say less. Tell them how you can help them, but don’t try so hard. Let your deeds (and reviews) do most of the talking for you. 

Be willing to admit you don’t know everything, and don’t do everything yourself. You have top quality people who work for you or with you. You count on them and so can your clients. 

Don’t push, don’t convince, let the facts do that. 

Don’t react, respond. Your manner should display a relaxed intensity. Calm, cool, collected, remember? 

Don’t be a slob. 007 was always impeccably dressed. If he had a desk and an office, you know it would have been immaculate. 

Don’t talk about how busy you are. It makes you look needy. Instead, let them see a busy waiting room. And don’t always be available whenever they want to talk to you.

Don’t cut your fees. You’re the best and deserve to be paid accordingly. 

Don’t chase. You’re 007. Let ’em chase you. 

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Your clients want this

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Clients want you to be trustworthy, competent, and effective. Yes, you know that. But there’s something else they want that you might not know. 

It has nothing to do with paperwork, verdicts, or settlements. It’s not work product, billing, or keeping them informed. 

But clients want this almost more than anything else. 

They want to feel good. 

Good about their future. Confident that their problems can and will be resolved or their situation improved. 

They want to have hope. They’re often desperate for it. And it costs you nothing to give it to them.

Mostly, it’s about your attitude. No matter how bad things might be, your attitude and demeanor should be positive. 

Show them you’re working on it. Making progress. Smile when you are around them. Remind them you know what to do and are good at doing it. 

And that you are on their side. 

Your clients might be up shit’s creek without a paddle. Give them that paddle. 

When they know they can count on you, when they feel a sense of relief when they hear from you, they’ll feel better about their future. 

Which means you’ve done your job. 

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It’s your client’s birthday. What do you send them?

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A birthday card is nice. Especially when it is handwritten and signed by you personally. It shows you took the time to acknowledge them on their day, and you did it yourself instead of having your assistant stick something in the mail your firm sends to everyone. 

What about a gift? 

That’s nice, too. Everyone enjoys getting gifts. But gift giving can be more complicated, and expensive, so maybe a personal gift for only your “best” clients. A gift certificate to a local restaurant is a good choice. 

On the other hand, there is something you could send to every client (and business contact), that isn’t expensive but can make a lasting impression. 

I’m talking about giving a book. Especially one you liked and recommend. 

Add a note: “This is one of my favorite books” or “I got a lot out of this book and thought you might like it, too”.

Even if they don’t read the book, or like it, they will appreciate you for thinking of them. I know I would, wouldn’t you? 

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Screening calls

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People call with a question, about your services or about their case. Or they call to sell you something. Everyone wants to speak to you immediately, and if they leave a message, they want you to call them back the same day. 

But you can’t talk to everyone immediately, or call back everyone the same day. At least you shouldn’t. You need to a gatekeeper to screen calls for you.

If a client calls with a question about their case or another legal matter, your gatekeeper needs to know what to do. Your clients need to know what will happen when they call. Who will they speak to? Where can they get additional information? What to do in an emergency?

Clients should be told all of this the day they become a client, so they can get the help they need in a timely manner, and not panic if you’re not available. 

What about prospective clients? They might expect to speak to you when they call, or at least speak to someone. If they cannot, they need to be told (by the gatekeeper, voicemail, website) what to expect so they don’t call someone else. 

People with something to sell? You don’t have to take their call, return their call, or reply to their email. And you probably shouldn’t.

Okay, the basics. But you might want to refine the basics to make things run more smoothly. 

One way to do that is to have different policies for different types of calls and emails:

  • Prospective clients with a certain type of case 
  • New clients
  • Long-time clients 
  • Business clients
  • Consumer clients
  • Referred clients
  • Emails (who gets a form reply, who gets a personal reply, who gets called)
  • Inquires from old/dormant clients
  • Calls/emails from other lawyers (non-case related)

What to do, what to tell them, and when (or if) you will follow up.

You might create a list of clients your screener should always put through to you, and another list of clients you don’t want to speak to. A list of clients to call back immediately and a list of those who should be called back within 48 hours. 

Lists like these can make life easier for your clients and prospects, and more profitable for you.

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Mom likes you better

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Some of your clients like you more than others. And because they do, they’re willing to do things for you that other clients won’t. 

They’re willing to provide a review or testimonial, and it will be a good one. They’re willing to fill out your survey, share your content, tell their friends about your upcoming event, send traffic to your website, and. . . send you referrals. Maybe lots of referrals. And introductions, too. And wit

Without being asked.

Your best clients give you more legal work, sure, but they also do other things that help you build your list and your practice. 

And they should be treated accordingly.

Give your best clients extra time and attention. Invite them to your “inner circle”. Give them bonuses, promote their business or cause, and give them personal time. 

Start by making a list of 10 to 30 of your “best of the best” clients. Keep that list in front of you, to remind you to give them extra attention. Once a week or so, call or write, send them an article, or just say hello. 

See how they’re doing, and what they need or want. And find ways to help them get it.

And we’re not talking about legal issues, necessarily. Maybe they need customers; you might do a profile of their business in your newsletter. Maybe they have a personal issue you have had some experience with and can offer advice. Maybe they have a child who is sick or injured and they need to hear someone tell them it will be okay. 

Talk to them, ask about them, and look for opportunities to help them, console them, support them, promote them, or inspire them. 

Yes, that takes time. What about the rest of your clients? 

Reserve 80% of your “client time” for your best clients and do it one-on-one. Allocate 20% of your client time for the rest of your clients, and give them time primarily “as a group” e.g., via your newsletter, and automate and/or delegate most of that time.

Treat your best clients the way they deserve. Your practice will thank you.

The Attorney Marketing Formula

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Trust me, I’m not a doctor

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I don’t know about you but in the last few years, I’ve lost what little remaining trust I had in the medical community. 

I now “DON’T trust AND verify”. 

Which is problematic for me given this statement I recently found online: 

“Medicine works best when the patient has complete confidence in his doctor’s skills. Doubts about the doctor delay recovery.”

I don’t know if this is based on research but it makes sense. If you believe you’ll recover (with a doctor’s advice and treatment), it seems you’ll be more likely to do so.

When I read this statement, I wondered if the same can be said about attorneys. If a client doesn’t trust their attorney, are they less likely to have a successful outcome? 

And I thought the answer to that question would have to be “no”. Because what someone thinks about their attorney doesn’t affect the job that attorney does for them. 

But it does.

If the client doesn’t trust their attorney, they might hold back important details, and exaggerate others. The attorney’s perception of the case clearly depends on what the client tells them, at least initially, and if the client isn’t forthcoming, the case can suffer. 

While an experienced attorney can usually figure out what they need to know, having a client who holds back certainly makes things more difficult. 

In addition, clients who don’t trust their attorney are more likely to question the attorney’s fees or handling of the case, which isn’t good for anyone.

On the other hand, clients who trust the attorney are more likely to hire the attorney in the first place, and bring them repeat businss and more referrals.

Bottom line, you want your clients to have faith in you and it’s up to you to make that happen.

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