Are Your Expectations Too Low?
This week’s Law Business Revolution Weekly Briefing Memorandum is going to re-set your expectations about what should happen when you speak at a seminar or meet with a prospective client in your office. If your objectives are too low, you are wasting time, money and energy. Let’s maximize your resources – you can be making a whole lot more impact and money in a whole lot less time when you up your conversion rates.
This past weekend at my Personal Family Lawyer® training conference, as I was discussing how Personal Family Lawyers in our program should be making appointments with 60-70% of seminar attendees and engaging nearly 100% of prospects who make it in for appointments,along-time lawyer, but short-term Personal Family Lawyer®, expressed concern that I was setting “unrealistic expectations” for our lawyers based on typical marketing stats.
He felt that a 30% appointment rate and 60-70% engagement rate was “more accurate” for attorneys.
But I’m here to tell you that those numbers stink and if that’s what you are shooting for, you are setting your bar way too low.
Here are three things to consider if you are satisfied with those numbers:
1. You aren’t confident enough in the value of the services you provide:
When my appointment and engagement numbers were low, it was because I didn’t really believe in and understand the value of my services and it came through.
You must be 150% confident that you are the absolute best at what you do. If you don’t feel that way, determine what must change within your practice so that you do feel that way.
You must be so confident in your skills and services that it permeates every aspect of the conversation so that whoever is talking with you and needs your service walks away feeling as if they must have you as their lawyer.
2. You don’t follow a script that is designed to get to yes:
Whether you are speaking to a group or one on one to a potential client, you cannot wing it. You’ve got to be following a script. Period.
Now that you own your own firm, every conversation you have is an opportunity to sell yourself and your services, especially if you are speaking to a group of people or in a prospective client meeting.
Your script should include your firm story, which in an engaging story-based manner explains who you are, how you work and why people should listen to or hire you. And, it should always include a strong close designed to result in the outcome you desire – an appointment, an engagement or even simply an exchange of information.
Your close does not have to be salesy or pushy at all – if done right, you’ll be simply helping the people in front of you make the right decision for themselves and for the vast majority that right decision will be you.
3. You’re satisfied with less than you deserve:
Maybe you think 30% appointment rates and 60% engagement rates are just fine. If you are satisfied with that—great—that’s what you’re going to get. But if you want more and believe you can have more in your business, you’ll see that you deserve better.
Look at it this way, if you are spending marketing $$ to get people to attend a seminar or come in to meet with you and more than half the people leave without making appointment and more than a 1/3 leave your office without saying yes, you are wasting a huge amount of your marketing dollars. Even small increases in these numbers can have a big impact.
The good news is that this is not rocket science, but it does take practice. That’s why large corporations pay MILLIONS of dollars to hire sales trainers to come in and train their staff and create script books (which are kept under lock and key).
Fortunately, you don’t have to spend millions on this. But, you do need to be confident in your services, follow a script and not settle for less than you deserve.
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About the Law Business Revolution
The Law Business Revolution is a legal marketing and training organization focused on helping attorneys attract quality clients, start and manage productive law firms, systematize their businesses and ultimately help lawyers attain more time and greater resources than ever before.
Training through the Law Business Revolution includes (but is not limited to), private and group coaching led by professionals that surpassed the 7-figure mark in their own firms and businesses, client engagement strategies, client attraction strategies, educational, relationship-based marketing techniques designed to get results, lead generation training, campaigns for consumers, referrals and prospects and systematizing a firm to run on autopilot.
Licensed attorneys are welcome to download over $22,500 of free practice building resources courtesy of the Law Business Revolution at http://www.lawbusinessrevolution.com .
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