Achieve more billing from every £ of your marketing spend
Manchester mystery shopping exercise reveals all
We know it’s not the done thing. A partner or fee-earner following up a prospective client enquiry, prior to the client formally issuing an instruction to act.
A 2018 survey carried out by Insight6 showed that after mystery shopping 70+ Manchester law firms, none had made pro-active contact with the prospective client after they had spoken with a fee-earner or partner! Startling really. Not even to ask politely if they had received all the information needed to help them make an informed choice. Not a single one.
I understand that there are many traditional schools of thought on this. A partner or fee-earner has their expertise in the law and just wishes to solely deliver exactly that. Certainly not arrange for the enquiries for which they have offered initial advice to be contacted. Even by someone else in the firm. When the prospective client is ready to proceed with their enquiry and offer the instruction to act then they will contact us straight away…won’t they?
What’s your client experience?
New prospective clients often will look at and communicate with, two or three law firms before making a purchase decision. What is your client experience like through your firm’s various contact touch-points? Today these touch points could be through various routes from phone calls, emails, website, web-chats to social media.
Responses by department
Do your staff know, in each department, what your head of department expects as a response to an incoming enquiry? Each area of law is subtly different we know. Criminal Law will differ from Conveyancing and again from Family. As a Senior Partner, CEO, COO, or Head of Marketing your responsibilities I’m sure will include protecting your law firms’ brand. Do you have a communications policy so staff know what is expected so you can ensure brand protection is upheld? How can you measure that this is happening?
Do you know your reality?
How much does your law spend annually promoting your brand and attracting new client enquiries? Imagine for a moment that your law firm had a foolproof way to access real data for the conversion rate of these pounds spent on marketing to instructions and billable hours from new client enquiries. The answers are out there. Join us for a comprehensive workshop on this subject on Tuesday 30th April 2019.
Ste Pritchard, Matrix247
SAVE THE DATE!
Breakfast Briefing: 8.30am – 10.30am: Tuesday 30th APRIL 2019
BROWN SHIPLEY MERCHANT BANK: SPINNINGFIELDS MANCHESTER