By: Ally Lozano, CEO and Founder
As we ease in to the end of the year, many solo practitioners and small firms begin to worry about how whether December will be a slow month and how to make it through the holidays.
While most of us may be in a slower season between Thanksgiving and New Year, there are some ways that we can take action to supercharge business and end the year strong.
1. Contact Previous Consultations
Go through the last 60 days of consultations who have not signed up with you. Call them personally. Ask if they have any questions about their case and if they have any reservations about getting started. This is an opportunity to "pitch" them again. Be prepared to respond to any objections about waiting until after the holidays. For example, will fees be increasing in the new year? If so, be sure to mention that so that they can get in before the rates go up.
2. Make All Incoming Calls "Leads" and Follow Up
Make a list of every call that comes into your office. If they call to inquire about a consultation but don't call back, then be sure to note it and then you or someone on your team should start calling them back regularly, every other day or so, to try to close them on coming in for a consultation. As an attorney friend of mine says, "My assistant will call until they either come in for the consult or ask us to stop calling."
(Yes, these are sales techniques. However, sales is not a dirty word! You do great work and you are helping people access it!)
We use a CRM called "Less Annoying CRM" to track these calls because it is only $10 a month, but even a simple excel sheet will do.
Even if you don't want to do this long term, this can help uptick business in the short term.
3. Send Out Holiday Cards
This is a great way to build relationships with current and past clients. It keeps you on their mind. You can even say that there is a 25% discount off of the consultation for every friend or family that they refer to you during the month of December.
4. Ask for Business
When you are speaking with clients, tell them that if they know anyone who needs your services, you are able to take on new clients this month. You can offer a discount as well on the consultations if you feel like you need help getting more people in the door.
Do the same thing with your personal and professional networks.
5. Offer Discounts on Legal Services to Previous Consultations*
*You see this star?? It's because this is not something that I normally suggest. Most solos and small firms are severely underearning and crippled by the lack of funds in their firms. So I make this suggestion with the huge caveat that this may not be right for you and may not be right for most people. I personally do not cut fees at all, however an attorney who I greatly respect sends out letters around Thanksgiving to previous consultations stating that she will give a discount on her fees for people who sign up in December. So I share her tip with you with the hopes that it will serve you if it's appropriate for your practice.
6. Get on Social Media and Promote, Promote, Promote
Social media is free and we are all addicts to it! So get online and promote the heck out of yourself. Do Facebook Lives. Do contests. Sponsor a family for the holidays and share your journey. Do a free legal clinic in honor of the holidays, promote it through social media, and watch the new contracts roll in! Offer a day of celebration in your office where you will do discounted consults for one day only and promote it through Facebook or other social media platform. If you do this right, you may end up being so busy you have to work through the holidays. :)
Good luck! Leave your comments below to share how you are preparing to end the year on top.
About your Ally in Life, Business and Law:
Alexandra "Ally" Lozano is a national award-winning attorney and the founder of AMIGA Lawyers and Alexandra Lozano Immigration Law.. After becoming a mother, and in a matter of 3 months, Ally transformed her practice from earning in pesos to earning 6-figures and she is passionate about teaching attorneys how they can do the same. Ally empowers lawyers to be the CEOs of their law firms with her weekly blog, webinars, and conferences where she teaches step-by-step how to do the work they love while running a profitable legal business. Ally lives outside of Seattle with her husband and their 5 children.