By: Ally Lozano, CEO and Founder
Some lawyers find that in certain months business slows down. However, it's a myth. Usually when business slows down, there is a reason for it. It's up to you as the lawyer, business owner, manager, or whatever your title may be, to figure out why and to turn the business back around.
Getting to the bottom of a slow month requires some serious hands-on work in your business. It will require rolling up your sleeves and going through the different processes you have in your office to see where the weak link is. Then, it will require you to have your fire reignited to get creative and drum up business again.
1. Wrangle your phones
When business is slow, look first to the phones. Are they being handled properly? Are all calls being answered? Are all calls being returned? Is the receptionist "selling" the consult in his/her words and descriptions? Are they following the script that you have? Do they have practice with overcoming objections when trying to make the sale?
It is likely that if you are having a slow month, your phones are the problem. Take them over until you figure it out. In our firm we did this recently and found out that the phones were a big issue. My business manager and I got on the phones for two weeks to get us back on track. We refined our sales pitches, practiced our ways to close a consult, and ensured every single call was answered and/or returned.
2. Return EVERY SINGLE phone call
It doesn't matter if a caller doesn't leave a message, you return the call. It doesn't matter that you got a phone call from the same number 7 times in a row while you were on another call and you think that the caller will be obnoxious and high-maintenance, you return the call. It doesn't matter if you recognize the caller as a difficult client that you don't want to talk to.... you return the call. No matter the circumstance, every single call must be returned.
(Yes, I mentioned this above but it's worth it's own bullet point!)
3. Make a list of everyone who calls who doesn't sign up and call them
When people call but don't sign up for a consult, be sure to record their name and phone number with some information about them so you can call them back. The sales "greats" who teach about sales usually say that it takes calling a client 6 times before you are able to make the sale.
It may feel pushy, but think of it this way: when people call your office, it's because they are interested. They want what you offer. But they are scared- they are scared of their current circumstances, scared of the cost, and completely unsure what to expect from an attorney. (Let's face it- lawyers don't get the best rap.) It takes people a long time to decide to pick up the phone to call you, so make it worth their while by following up with them.
Also, as a busy parent and worker, many people get caught up in their own lives and forget to call back or keep thinking, "Oh yeah, I've gotta call the lawyer," and that's as far as the thought goes. Help them make one of the most important decisions in their lives- hiring you to fix their legal problems.
4. Work your Facebook hard
If you don't already have a business Facebook page, then now's the time to get one. If you need an in-depth, and fun!, primer on Facebook for lawyers, check out my power hour on the subject.
- Start a weekly Facebook live show. Do it at the same time every week.
- Boost your videos with a paid "boost" from Facebook.
- Create a free event in your community and promote it there
- Invite everyone who has liked your video to like the page by going through the '"reactions" to your posts and then there will be another button that says, "invite" next to anyone's name who doesn't currently show as liking your page Click that.
5. Call every referral source
There are likely a handful of people and/or clients who send you business regularly. Personally call each and every one of them to thank them. Send over a gift card or something similar as a token of your appreciation. People love to hear from the lawyer- so pick up the phone if for nothing else than to say thank you!
This was the quick and dirty top 5 tip version. For more information on this and other business topics, don't miss our weekly Facebook Live Show called 6 Minute CEO™.
What do you think? Let me know the results for your firm!
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 Kennedy 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.