If you find that you’re getting plenty of leads, but low conversion rates, that indicates that there is an issue in your sales strategy. The relationship-building begins from your first outreach attempt. Present yourself as a knowledgeable, trustworthy partner who can help them navigate their unique circumstances. Once you’ve built rapport, you can instruct the clients on the next steps that they should take to move towards retaining your services. This could include scheduling a consultation, reviewing paperwork, and signing a retainer. Potential clients want to be guided through this process, and since you are the expert, it’s important that you ensure that they understand the process. Here are a few red flags that might indicate you have a sales problem.
Your conversion rate is below the benchmark
If you suspect that you have a sales problem that is affecting your conversion rate, consult with your Grow My Firm Online account manager. They can tell you whether your conversion rate is close to the benchmark of the industry in regards to your area of practice. Not every lead will result in a conversion. Some clients and lawyers are just not a perfect fit. However, you should be converting leads if you are following up correctly. Your account manager can coach you to make sure you and your team are implementing the best marketing tips for lawyers.
There is a downward trend in your conversions that has lasted for several periods
There is a seasonality for people inquiring about legal services. However, if you are experiencing a downward trend that is persisting for several periods there may be an underlying factor. Have your team follow up with leads that didn’t convert, and have them ask why the consumer didn’t choose to pursue their case. Compile these and look for causes for downward trends. Red flags would be the lead chose a competing law firm. This can indicate a need to do market research and adapt your competitive competencies. Review your competitors’ websites, and consider calling for information. Conduct exit interviews with great leads that didn’t convert. The insights will give you the opportunity to turn the trend around.
