A confused mind says no

November 7, 2017 by
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Most lawyers give prospective clients two choices: hire me or don’t. There are no other options. Too often, the prospect chooses to go elsewhere, wait, or do nothing.

If you want to increase your intake of new clients and maximize your revenue, give people more options to work with you or move your relationship forward.

Here are a few examples:

  • Service A or Service B
  • Service A and Service B (at a small discount, with extra free services or other benefits)
  • Package A or Package B (with different services, features, benefits and price points)
  • Hire me or schedule a free consultation
  • Schedule a free consultation or call me with questions
  • Hire me today or download/review this (web pages, articles, your report, your planning guide, etc.)
  • Attend my free webinar/seminar this week or next month
  • Hire me or follow me (and watch my videos or read my posts)
  • Hire me today or sign up for my newsletter so I can send you valuable information

Give folks more options and you’ll increase the chances that they will choose something that’s good for you.

On the other hand, don’t make the mistake of giving people too many options. If you do that, you run the risk that the prospect won’t be able to choose and will wander (or run) away. It’s called “decision fatigue” and it’s a well-documented phenomenon.

In one study, researchers at Columbia University posed as employees at a grocery store and offered passerby samples of jams. When the researchers used six varities, 30% who tried a sample purchased a jar. When researchers offered 24 varieties, however, only 3% bought something.

Of course, hiring a lawyer is a far more complex, expensive, and intimidating transaction than buying jelly. The risks of overwhelming prospects is much greater.

Offer a few options, not dozens. But give them more options besides “hire me or don’t”.

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Filed Under: Closing the sale, Law office management, Marketing legal services

Taking inventory

November 3, 2017 by
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The carpets are dry and we’re almost done putting the house back together, all except my office.

I’m sitting there now, looking at the furniture that’s in the room but not yet back in place. I’m thinking about where I want to put things, to see if I can improve my workflow and reduce clutter and visual distractions.

Of special note are the cords that power my computers and other devices. I’ve got to clean out that nest of snakes.

I’m also keen on seeing if I can remove an item or two. I have a nearly empty 4-drawer filing cabinet that should go. I don’t need it. I’ve got enough room in the closet for the few remaining paper files I’ve hung onto.

My cat just walked in, to see what’s going on. I asked if he had any ideas. He did, actually. He suggested I convert my office to a playroom for him. I told him I would consider it. You have to be civil to your co-workers.

Anyway, I may wind up putting everything back the way it was (but tidy up the cords). If I do, that’s okay, too. I looked at things from a different perspective and saw things I couldn’t see before. The late Wayne Dyer said, “When you change the way you look at things, the things you look at change.”

It’s important to step back and look at things from a different perspective every once in a while, and not just the furniture. We should periodically examine our client mix, to see who we might want to replace. We should do the same thing with our lists of tasks and projects.

I just got a new phone and had fun deciding which apps to re-install and which ones to let go of. There’s something appealing about a clean slate. If you agree, how about coming over this weekend and helping me clean out the garage?

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Filed Under: Law office management Tagged With:

Know thy enemy

October 30, 2017 by
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I’m like that teacher you hated who always gave homework. Today is no exception.

The bad news? This will be an ongoing project, something you need to do for the rest of your career.

The good news is that it’s not difficult and shouldn’t take up a lot of time. In fact, most of the assignment can be done by a virtual assistant and I won’t mark you down for cheating.

The assignment is to set up files for tracking the activities of your competition. Doing this will provide you with ideas for doing a better job of managing and marketing your services.

If you can identify firms or individual attorneys who regularly compete with you with ad dollars or at networking events, or elsewhere, start with them. Otherwise, pick someone (at random), in your building or at your networking events, who has the same practice areas you do.

Five or ten competitors is enough to start. Once you have identified them, look at their websites, do a search for their name(s), and see what you can find out:

  • What market(s) do they target?
  • Where do they advertise, network, speak, or publish?
  • What is their theme, message, or USP?
  • What kinds of content do they publish on their website(s) or blog(s)?
  • What do they offer prospects to drive traffic to their sites and/or get them to opt-in?
  • How and where do they use social media?
  • Which centers of influence (referral sources, endorsers, publishers, etc.) do they associate with?
  • What services do they offer? What don’t they offer?
  • Which keywords do they appear to target? Which do they seem to overlook?
  • What resources, talents, and connections do they have that you don’t have or are weaker in?
  • What are their weaknesses?
  • Who are their biggest competitors?
  • How do they manage their practice in terms of personnel, equipment, and workflows?

Read their content, save copies of their ads, and make lists of where they speak or write and about what topics.

Don’t obsess over this. Just observe and make notes.

Then, periodically review your notes and look for opportunities to improve your marketing and management based on what your competition is doing:

  • Identify new target markets or market segments
  • Identify categories of referral sources you don’t currently have in your arsenal
  • Look for ways to improve your marketing messages, content, website(s), and external content (e.g., guest posts, comments, social media posts)
  • Examine your strengths and weaknesses relative to the competition; find ways to make your strengths even stronger and eliminate or marginalize your weaknesses
  • Brainstorm ways to exploit your competition’s weaknesses and overcome their strengths
  • Look for ways to improve your workflows, tools, and resources

Keep an eye on your competition. You may learn something you can use.

Marketing is easier when you know The Formula

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

The secret to my success

October 5, 2017 by
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Want to know the secret to my success? The secret is simple. I do a few things well.

That’s it. A few things. The “precious few” in 80/20 parlance, that deliver the majority of my results.

I run three businesses. In each business, there are only a few things I focus on to keep the wheels turning. Well, actually, one business is nearly 100% passive income and requires almost none of my time anymore. The other two businesses are flexible enough that I can work at them when (and if) I choose. So for me, at this stage of my life, my precious few are “writing, learning, and marketing.”

How about you?

If you run a law practice, your precious few probably include, “marketing, management, personal development, and work product”. Am I right?

[Sidebar: Don’t be one of those lawyers who foolishly boasts that they don’t do any marketing. Everything you do is marketing.

Every time you speak to a client you’re showing them why they should remain your client and refer their friends. Every time you give someone your card or mention your website you’re inviting them to learn more about you do. Every time you talk to a prospective client or fellow professional you’re showing them why they should do business with you. It’s all marketing. All of it.

Okay, back on the record.]

Let’s start with “areas of focus”. You run a law practice, you have a personal life. That’s two. You might also do charitable work, be active in your church, or have a hobby or outside interest that’s important to you.

What are your precious few areas of focus?

Next, for each area of focus, think about the precious few things you focus on (or need to).

For your practice, what are the precious few things you do for marketing?

You may focus on a few types of clients, niche markets, or practice areas. Your strategies might include client referrals, professional referrals, and driving traffic to your website. If you advertise, your precious few might include a group of niche publications, keywords, or offers that deliver the majority of your results. You might create content, build a social media following, or speak or network in the “real world”.

What are they? What are precious few in your marketing?

For work product, you might derive most of your income from a certain type of case or client or a certain type of work. What are your precious few?

For management, you might focus on new client intake procedures (although that’s also marketing), billing, and document management. You might focus on hiring the best people, training, or building culture. What are your precious few?

For personal development, you might work on building a new habit, improving a particular skill, or acquiring a certain type of knowledge. What do you focus on? What are your precious few?

In the end, success comes from doing a few simple things. It can’t be any other way. You can’t do 100 things and expect to do them all well. You can’t focus on 100 things you can only focus on a few.

I built my practice with referrals. It was one of my precious few.

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Filed Under: Law office management, Marketing legal services, Personal development, success Tagged With: , ,

Your two most valuable employees

September 25, 2017 by
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I’ve mentioned before that the most valuable person in a law office is the person who answers the phone. They project that oh-so-important first impression of you and your office. They make people feel welcome and valued and glad they dialed your number instead of someone else’s.

When the phones are busy, they deftly handle the rush, putting callers on hold without making them feel abandoned and coming back to them with a sincere “Thanks for holding, how may I direct your call?”

They are professional but friendly. Helpful but not servile. Efficient but not mechanical. They are even-tempered, never letting anyone upset them or bully them.

They protect you and enforce your rules. When you don’t want to talk to someone, they cover for you, and callers never know.

The person who answers the phone is your most valuable employee. Make sure you find the right person for the job and pay them well.

And make sure that person isn’t you.

Don’t answer the phone in your office. It’s bad posture. It says, “I’m not busy enough (successful enough) to have someone answer the phone for me.

If you’re working late or in the office on the weekend, okay. You can explain. Otherwise, hire someone or hire a service to handle the phones for you.

There’s another important job that you shouldn’t do. You shouldn’t be the one who asks for money or calls clients when they’re overdue. Let your administrator, bookkeeper, or accountant do that. Let them be the bad guy.

Stress-free billing and collection for lawyers: Get the Check

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Filed Under: Law office management

If your mom managed your law firm

September 6, 2017 by
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When we were kids our moms made sure we followed the rules. We ate our peas, did our homework, studied for tests, and told them if we were going to be late for dinner. Our parents wanted to protect us and get a good start in life so they made us follow the rules. Or else.

If your mom managed your law firm, she would do the same thing.

She’d make sure you did your work, calendared every date, filed every document, and billed every client. If a client didn’t pay, she’d be on the phone, reminding them and threatening to call their mom.

No doubt, she’d also make you tidy up your office at the end of the day.

You would be more productive and profitable but nobody wants their mom telling them what to do, or telling everyone embarrassing stories about something we did when we were six.

Besides, we have administrators to do most of the things our mom would do.

The problem is, an administrator does what you tell them to do, not the other way around.

So you need self-discipline. Which is loosely defined as doing things you need to do whether you feel like doing them or not.

Self-discipline means conquering procrastination and developing consistency. Not because your mom made you but because you made yourself.

One way to develop self-discipline is to start small. If you find it difficult to do marketing 15 minutes a day, start with 5 minutes. Or one minute. Or start doing it once a week.

Develop the habit of doing it consistently, first, and go from there.

Another way to develop self-discipline is to first develop it in other areas of your life. If you are undisciplined about following your task management system, start by getting self-disciplined about reading every day or going to bed 30 minutes earlier.

Someone said, “How you do anything is how you do everything,” and if that’s true, when you develop discipline in one area of your life, it helps you become disciplined in others.

A good place to start is with physical activity. Taking a twenty-minute walk three days a week, for example, is easy to do and easy to measure. You’re either doing it or you’re not.

Walking will not only improve your health and give you more energy, it will help you to become more disciplined about doing more cerebral activities like writing, personal development, or marketing.

Walking is also good for getting ideas. Where do you think I got the idea for this post?

Does your website need more content? This will help

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Filed Under: Law office management, Personal development Tagged With: ,

Disaster preparedness for law firms

August 28, 2017 by
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Houston, TX. is undergoing a world of hurt right now. Some say that certain public officials were warned but didn’t do enough to prepare. True or not, their plight should serve as a warning to all of us about the need to prepare for emergencies.

In your home and in your office, you need tools and supplies.  You need food and water, first aid kits, fire extinguishers, smoke detectors, flashlights, batteries, and tools to shut off the gas and water.

You also need to know what you will do if there’s a fire, flood, or earthquake. How will you get out? How will you communicate if phones are down?

Take some time to craft a plan and make sure everyone you care about has a copy.

But that’s just the beginning. You also need a plan in case of financial and business disasters.

What will you do if a Bar complaint or a lawsuit is filed against you? Who will you call? What will you say or do?

Put it in writing so if and when it happens, you don’t have to think about it, you can just “do”.

What should your family and employees or partners do if you become incapacitated or die? Put it in writing.

What will you do if a major client leaves and takes a third of your revenue with them? What will you do if you suffer a big financial loss due to embezzlement, bad investments, or partnership disputes?

If something big could go wrong, you should have a plan in place to address it.

While you’re thinking about what to do if disaster strikes, you should also think about what you can do to prevent it and/or mitigate your losses.

Make sure you have redundant systems in place for your calendars. Make sure your client data is encrypted and stored safely. Make sure you have enough insurance and enough cash in savings.

Yeah, I know, it’s no fun being an adult. But these things have to be done. If you find yourself procrastinating, or you realize you’re not very good at this sort of thing, ask someone else to do it. Ask your spouse, your office administrator, or a lawyer-friend for help.

Just make sure you get it done.

Be safe, not sorry. Make sure you have a plan in place for getting referrals

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Filed Under: Law office management

Quantity or quality?

August 25, 2017 by
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If you had to choose, would you choose more clients or better clients? Quantity or quality?

There are benefits to having a lot of clients:

  • More opportunities to learn and improve your skills
  • More opportunities to test different approaches and strategies (marketing, client relations, promotions, etc.
  • More clients mean more people contributing to overhead
  • Protection from loss. If you lose a few clients, you’ll have others to fill the gap.
  • More opportunities for repeat business, referrals, and introductions to other professionals
  • More opportunities to grow with small clients who become big clients

On the other hand, more clients mean more risks. More opportunities to make mistakes, more people clamoring for your attention, more people who might be unhappy and file a complaint or leave a bad review. There’s also more competition for smaller clients from the majority of lawyers who focus on them.

Well, how about the benefits that come with quality?

  • Bigger cases or clients means higher margins; you earn more per case or client
  • Higher profits allows you to deliver more value to each client, earning their repeat business and referrals
  • Better clients have more work for you; you don’t have to do additional outside marketing to get it
  • Better clients means referrals and introductions to better prospective clients
  • Better clients make it easier to build your reputation and stand out from the crowd
  • Leverage: one client could provide you with ten times the revenue of one new average client
  • Potential for more interesting work

But better clients aren’t all sunshine and lollipops. Lose one big client and your income could drop precipitously. Bigger clients aren’t as easy to replace. Bigger clients can be more demanding and more expensive to serve (more staff, better office, bigger overhead).

So, if the question is quantity or quality, what’s the answer?

How about “both”. How about a quantity of better clients and bigger cases?

That’s the goal. Getting there is a process.

When you’re starting out, you take what you can get. Later, you replace smaller clients with bigger and better ones and reject or refer smaller cases.

Your client mix changes over time as you continually work to increase revenue, lower costs, and increase profits. And it never stops. You never find the perfect balance because as soon as you get to a certain level you’ll want to get to the next one.

The only constant is constant change. Managing that is why you earn the big bucks.

Learn how to choose your target market and ideal client

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Filed Under: Law office management, Marketing legal services

Thinking like a lawyer may be costing you money

August 16, 2017 by
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On my walk today I saw a car parked in front of a neighbor’s house. On the car door was a magnetic sign advertising, “Pam’s house sitting and pet sitting” business. Attached to the sign was a plastic business card holder which was filled with her cards.

Many lawyers who saw this wouldn’t give it a second thought. They’re busy thinking about their cases and clients and all the work they need to do. Or they would think about whether Pam is bonded and insured. Does she have employees and are they also insured? Does she supervise them? Did the owner of the house put the jewelry in a safe deposit box before they went out of town?

You know, lawyer stuff.

Enlightened lawyers would look at that sign and think about marketing.

No, I’m not suggesting a lawyer put a magnetic sign on their car. But if you’ve trained yourself to think like a business owner as well as a lawyer, seeing that sign might prompt you to start asking yourself about other ways Pam might be building her business.

Does she rely solely on that sign and word of mouth or does she do other kinds of marketing? Does she have a website? Is she listed in business directories? Does she advertise in our community newsletter? Does she distribute flyers?

Does she network with other business owners who might have customers or clients who need her pet sitting services–pet stores, vets, dog groomers, and kennels for example? For house sitting, does she network with real estate agents and travel agents?

Does she have a mailing list? How much repeat business does she get? How about referrals?

Does she know other house and pet sitters and do they cover for each other when one is overbooked? Has she considered expanding her services to include dog walking or pet food delivery?

This is how a business person thinks. Lawyers need to think this way, too because a law practice is also a business.

Ideas are everywhere. You just have to look for them. You might not be able to use many of the ideas you see (like car signs) but ideas you can’t use often lead to ideas you can use.

You know you want them. Here’s how to get more referrals

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Filed Under: Law office management, Marketing legal services

Following up with leads

August 10, 2017 by
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My wife visited a real estate website and filled out a form to get some information. As you might expect, an agent called and left a message, offering information, encouraging my wife to call, yada yada. She did the same thing via text.

My wife didn’t respond, so naturally, the calls and texts continued.

A month later, they’re still coming.

My wife thought she would be nice and put the agent out of her misery. She called and politely told her that our plans had changed and we weren’t interested in getting more information.

The agent’s messages had been cheerful and positive. When my wife told her our plans had changed, the agent’s demeanor did a 180. She wasn’t rude or dismissive. More like defeated and unhappy.

When my wife told me the story, she said she would never want to work with an agent who is that moody.

What agent of any experience doesn’t know that leads are a numbers game and that most don’t turn into sales? What agent lets people who say “not interested” (which should be interpreted as “not now”) hear their disappointment?

What a missed opportunity.

A “no” today might be a “yes” tomorrow. Or a referral. Sadly, my wife and others we may assume, won’t contact Miss unhappy pants if and when things change.

Of course, this never happens to most lawyers. That’s because most lawyers don’t follow-up with inquiries and leads, even with people they’ve spoken to. They don’t follow-up at all.

And that’s even worse.

When someone contacts you to ask questions or get information, don’t give up on them if they don’t take the next step. Stay in touch, offer more information, and continue to let them know how you can help.

Should you call or text? Maybe once or twice in the beginning. Have your staff do it. After that, use email and snail mail.

They were interested once. They may be interested again. Follow-up until they buy or die. Or tell you to stop. And no matter what, never let them see you sweat.

They may never buy but they can send you referrals

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