What do Steve Jobs, The Karate Kid, and my coaching have in common? Let’s dive in and find out.
I was reading Morgan Housel’s Same as Ever last week at Aquatica (yes…with the $17 salad…) and there was a really interesting part about Steve Jobs and can you really separate the amazing success he had and how he launched Apple AND fixed it, with the guy who was apparently a total jerk, and at one point was working at Atari and they had to tell him to shower because he smelled?
Because let’s be honest…as impressive as the beginnings of Apple are…I actually think his return is a crazier story. In 1997 when Jobs came back, he slashed the product line back down to a viable size, got rid of the work on peripherals, and put the company back on the path to the iMac, iPod, iPhone, iTrillionDollarValuation.
I’m not sure who could have seen that journey (I don’t even know he could)…but it always reminds me of wax on, wax off and the Karate Kid. At some point, those simple motions come together to lead to the Crane Kick and the All Valley Championship. Just like simplifying Apple led to where it is today.
So when a client told me they were surprised that my coaching actually helped them do LESS and simplify things to help them achieve MORE…it was one of the nicest compliments I have ever gotten. And while this newsletter isn’t the same context as that conversation…I still think it’s helpful to see it in action. Let’s do it with a law firm sales process.
The Links in the Marketing Chain
1) Initial Awareness – a potential client hears about your firm for the first time in any manner
2) Investigation – they do (or don’t) investigate other options and you like Batman would and finally settle on
3) First Contact – not like in Star Trek…but they fill out a form to download an e-book, or call the office for a consultation, which leads to
4) Pre-Consult Follow Up – or PC-FU for anyone with my sense of humor. You then do the
5) Consultation – or strategy session or review meeting or whatever you call it
6) Post Consultation Follow Up – where hopefully you convince the right people to follow you to Mt Doom, or at least to
7) Hire You (or not) – both of which can be just as helpful in the long run
So now let’s dive into each step and see the common problems that will arise and the common solutions we can use to fix them. This will help us do LESS, focus MORE, and ultimately move the needle on our problems – because problems (like Cobra Kai) never die…but we can sweep their leg a bit.
1. Initial Contact
Description: This is where your potential clients first encounter your firm, whether through an ad, a referral, SEO results, or a social media post. Think of this as Iron Man’s first suit – it’s your flashy introduction even if you have to fire extinguish yourself every now and then.
Problems to Look For:
- No interest
- No calls
- No engagement on posts
- No leads
Solutions:
- This is the hardest one to figure out because you just don’t have the data until that first step is taken. So you have to see what you have to work with.
- If people click and ad, but don’t download the e-book…how do you make it more valuable?
- If they see your post, but don’t book a consultation – is the pricing off? are you not saying the right things? are you asking them to make too big of a commitment and you need some middle offering between a free newsletter and a $1000 a month coaching option (thank you Victor Medina for your wonderful insight!)
- Is the information correct? I have seen people put the wrong phone number or a broken website link up and then wonder why that stopped people from finding them.
Just as Iron Man continually upgrades his suit, continually refine your marketing strategies. Try new channels, refresh your messaging, and make sure your brand story is compelling.
2. Investigation
Description: Here, potential clients do their homework. They look at your reviews, check out your website, and go through your landing page. This is your chance to show off your credibility and expertise, like Bruce Wayne researching the newest villain in Gotham.
Problems to Look For:
- Clients download your book, but never book a consultation.
- Referral Sources say they gave out your name, but no one calls.
- Leads get directed to your landing pages, but never try to hire you.
Solutions:
- Upgrade Website/Landing Pages: Your website should be like the Avenger’s Tower – sleek, efficient, and impressive. Ensure it’s user-friendly, informative, and visually appealing. Oftentimes if people go to your website and don’t go farther then you have too MUCH stuff there. Or they can’t easily find what to do. Simplify this process.
- Enhance Your Reviews: Showcase your success stories and client testimonials. Think of this as your highlight reel, just like Professor X convincing some parents to send their mutant kid to his school. If you have 10 reviews and all your competition has 100…you are behind the ball.
3. Connection/Data Exchange (The Vetting Stage)
Description: This is the first actual contact where you get to vet the client too. It’s like Nick Fury meeting the Avengers – figuring out if they’re a good fit for the team.
Problems to Look For:
- People aren’t reaching out.
- Initial contacts don’t convert to leads.
- No one is booking a consultation.
Solutions:
- Better Intake Scripts: Your first impression matters. Make it count, like that iconic opening scene of any Star Wars movie, get the John Williams score queued up and the opening words scrolling in. Ensure your intake team is welcoming, informative, and efficient.
- Ease of Booking (or Cost): Here is where I need to get on my soapbox. I see a version of this question all the time “should I be charging for consultations or not?” and then everyone chimes in with their opinion – because opinions are like buttholes…we all have them, they usually stink, and we should think more before showing them to anyone. So what you REALLY have to think about it – do I want MORE consultations? If so, make them cheaper or free…and if you want fewer consultations that you can close are a higher rate – then make it harder to book them or make them more expensive.
4. Pre-Consult Follow-Up
Description: Your CRM should work like Jarvis here, handling follow-ups, emails, and reminders. Keeping in touch with potential clients is crucial to ensure they don’t forget you.
Problems to Look For:
- Leads drop off before the consult.
- Potential clients forget about their appointments.
- Clients come in already forgetting about you.
Solutions:
- Consistent Follow-Up: Use automated texts or calls – just like Tony Stark’s AI assistants. Make sure your CRM is reminding clients of their appointments and sending useful information leading up to the consultation.
- Or if you have the f/u edit what is being sent.
- Normally I suggest that before the consultation you are selling them on the benefits of hiring ANY lawyer, and then AFTER you move to why it should be you…but you might want to tweak this to make it more about you and your firm and why y’all are the best fit.
5. Consult
Description: Whether free or paid, this is where the magic happens. It’s your chance to shine, much like Dr. Strange trying to help Spiderman and messing everything up and getting Aunt May killed…okay so hopefully your consultations aren’t like that. Be prepared and make sure your consults showcase your expertise and empathy.
Problems to Look For:
- No one signs up at the consultation
- You waste a ton of time having consults that go nowhere
- Cases you don’t WANT to work on are the ones booking consults.
Solutions:
- Consult/Sales Training: Channel your inner Jedi and master the art of persuasion. Ensure your consults are engaging, informative, and tailored to the client’s needs.
- Pre-sell The Firm: Your intake person should be talking up the person doing the consult (in a way that is true). Your follow up messaging should be getting them in the mood to hire.
- Better Training on What Cases the Firm WANTS to take
6. Post-Consult Follow-Up
Description: Just like the pre-consult follow-up, but now you’re nurturing that relationship even more. Your CRM should be your sidekick, ensuring nothing slips through the cracks. Again, most of the time I think now is when you should be pushing why YOUR firm is the best fit. Share testimonials, results, awards, and other reasons that help you stand out.
Problems to Look For:
- Potential clients not converting to hires.
- Lack of engagement after the consult.
- Ghosting
Solutions:
- Nurture Relationships: Continue to engage with potential clients through regular and meaningful follow-ups. Make them feel valued and informed, like Frodo trusting Sam with the ring.
- Here is where you might work on your pricing. If 100% of your consultations sign up…you need to raise your rates. If 5% sign up, you might need to lower them (or get better sales training).
- You might also need to change your follow up sequences and connect more after the consultation or be more impactful about it.
- E-sign and E-Pay – it’s 2024…if you don’t have this in place…stop reading this RIGHT NOW…and go do it. Or hire me to do it for you. Seriously, it’s WAY beyond time.
7. Hiring
Description: This is the actual legal work. The moment of truth, where you turn leads into clients. It’s like finally getting your Hogwarts letter – the magic begins here.
Problems to Look For:
- Not converting consults to clients.
- Getting troublesome clients.
- Clients ghosting you after they paid and signed.
Solutions:
- Streamlined Processes: Ensure your onboarding, contracting, and invoicing processes are smooth and client-friendly. Think of this as your high-tech Batmobile, ready to tackle any case.
- Client Vetting: Improve your vetting process to attract the right clients, like Professor X choosing the best mutants for the X-Men.
The Nuclear Option
Rebranding your firm: Like when Spider-Man got his new suit from Tony Stark, make sure your brand is fresh and reflects your current strengths and values. I am a HUGE fan of firms rebranding (I did it and haven’t looked back). BUT…I didn’t rebrand because of marketing/sales problems. I rebranded to further capture my vision.
So if you’re REALLY struggling with your marketing and sales process I would talk to a professional first, have them (or me) dive into your stuff in more detail and give you more actionable tips than I can offer in a newsletter sent to several thousand people.
And only after that would I go all the way back to the beginning and redo the foundation of the firm. Although it may still come to this later.
Conclusion
The marketing chain is your firm’s lifeline. Every link must be strong and reliable to ensure success. Inspect your chain, find the weak links, and strengthen them…and ONLY them,
Do not roll out a totally new marketing campaign or change your post consultation intake copy if you can’t get people to show up for consultations.
Do not increase your consultation rates by 50% or redo your onboarding process if you can’t get anyone to call you or fill out an intake form.
Do not sign up for sales training or hire a new intake person if you don’t have e-sign/e-pay options in place (unless the new hire is going to do that as part of their first few days at the office).
Your firm deserves nothing less than the best, and with a bit of superhero strategy, you’ll be unstoppable.
Until then, keep your cape ready and your chain strong!