FROM LEAD TO CLIENT: HOW TO CLOSE

The Esquire Network: July 15, 2014

ABOUT US

We help law firms acquire new clients by implementing innovative marketing and client acquisition strategies.

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SPEAKERS

Allen Rodriguez Eva Hibnick

Director of LRIS at the LA County Bar

Director of Attorney Services at LegalZoom

Legal Industry Consultant for McKinsey & Company

Harvard Law School

Corporate Associate at Cravath, Swaine & Moore

Marketing Manager at General Assembly

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MARKETING VS. SALES

6%

26%

19%10%

16%

23%

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Marketing

Clients

Leads

LEAD SOURCES

Networking Events

Third Party Directories

Pay per lead

Social Media

Website

Referrals

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Paid campaigns

Blog posts

CLIENTSClients

• Express interest in your services

• Interest=

• Hand you a business card

• Call you

• Walk into your office

• Respond to an ad

• Referred to you

• Ask for your legal assistance

LEADS

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• Budget• Can they afford your services?

• Authority• Decision maker? One fronting the bill?

• Need• Urgency of legal pain

• Type of outreach• Cold vs. Social proof

LEAD SCORING

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YOU’VE GOT A LEAD!

NOW WHAT?

SALES IS NOT…

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SALES IS NOT…

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SALES IS…

• Offering your services to those in need and

incapable of fighting their own battles

• Using your legal expertise to help solve

others’ problems

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INITIAL CONSULTATION

IDENTIFY YOUR AUDIENCE

• Consumer

• GC

• Company

• Attorney

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B2C:

CONSUMERS

BE RESPONSIVE

• Lead Source

• Urgency of legal pain

• Likelihood of contacting other attorneys

• Train staff to follow up with leads or outsource

intake to a third party

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MAKE YOURSELF AVAILABLE AS A RESOURCE

• Be helpful

• Provide them with additional resources

• Provide referrals/introductions

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• Don’t talk AT them. Listen. Let them talk.

• Understand their pains

• Understand what is important to them

• Assure them that you will act in their best

interest

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LISTEN & BE COMPASSIONATE

• Disclose fees upfront

• Explain the time and effort involved on your

part to achieve the desired outcome

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BE TRANSPARENT ABOUT FEES

• No legalese

• Explain the legal process

• Do not talk down to them

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SPEAK THEIR LANGUAGE

PREDICT OBJECTIONS AND HAVE ANSWERS

• Too expensive Payment plan

• Need time to think/shop around Stress

urgency of legal need and set follow up

meeting

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NEVER LEAVE THE CONVERSATION OPEN-ENDED

• Try to close them on the spot at the initial

consultation

• Don’t be shy to ask for the sale

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B2B:

GENERAL COUNSEL

DO YOUR HOMEWORK

• Leaning on your or your firm’s experience is

not enough

• Read all public information out there (10k,

10q, previous earnings call)

• Ask relevant questions to GC prior to the pitch

• Know what department GC is in

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ADDRESS COST SAVINGS

• Be open to alternative fee structures

• Suggest use of technology to save client

money

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ALWAYS BRING DESIGN & DATA TO THE TABLE

• Humans are visual beings

• Data is a great way to show how you reached

your conclusions

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LEAD NUTURING

FOLLOW UP

• 4 touch points to make a sale

• Invest in a CRM to keep track of all of your

leads

• Set up an email campaign for those that don’t

initially become clients

• Perpetual maybes are the worst

• Not all leads are good leads

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Questions?

info@one-400.com

(877) 675-5767

@one_400