6 STEPS TO IMPROVE CONVERSION
be sure your team is following up with
every lead is to track every single one
of them religiously!
You must have a dedicated system for
lead tracking and it must be consistently
used. We saw this last week when we
secret shopped a client’s office. His
top paralegal did a great job answering
the phone, answered several of our
questions, build rapport with us, but
never asked for our name, phone
number or email address! It would
literally be impossible for our client
to follow up with that lead since his
paralegal never obtained any of our
contact information. This happens all
the time!
A good lead tracking system should:
· Capture a prospect’s contact
information.
· Ask a few basic qualifying
questions to see if the firm
might be interested.
· Track conversion rates: How
many of these leads turn into
appointments? How many of
your appointments show up?
How many sign up at the initial
consultation? How many sign
up afterward?
· Track the disposition of the
lead: Who was responsible for
follow up? Did it convert? If it
was a referral was the referral
source thanked?
· Set the appointment.
By tracking your leads, you can
discover the disconnects in your intake
process and fix them.
6. You must have software to
manage leads.
Once you are consistently getting more
than 30 or more leads per month it
becomes difficult to keep track of all of
them manually, especially if your Intake
Specialist is making all the follow up
phone calls, text messages, and emails.
That’s when automated software can
make a huge improvement in your
conversion rates. Most of the small
firms we consult with have a finite
amount of time to dedicate to legal
marketing, so having an automated
marketing software system in place
that nurtures a lead along the path to
becoming a client is a game changer.
Consider these facts:
· Companies that automate lead
management see a 10% or
greater increase in revenue
in 6-9 months. (Gartner
Research)
· Businesses that use marketing
automation
to
nurture
prospects experience a 451%
increase in qualified leads.
(ANNUITAS Group)
· Companies that nurture leads
make 50% more sales at a 33%
less cost than non-nurtured
leads. (Forrester Research)
First, you should identify the right
software to assist in automating
the lead management process. The
more you can automate this, the lower
your costs will be. Tracking software
is readily available at a relatively
low cost, compared to the expense
of doing it manually. Good clienttracking software can be shared across
multiple computers and can generate
easily interpreted reports for the firm’s
decision makers. The automated
software we implement for bankruptcy
firms does all of this a