The Rainmaker Blog : Law Firm Marketing and Business Development : The Rainmaker Institute : Stephen Fairley : Professional Legal Marketing

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Previously I shared with you some insight from Richard Strauch, COO of The Rainmaker Institute on identifying the cost per lead that your law firm marketing strategies are generating.  Today, I will continue that thought by looking at the client conversion and retention system.

To begin, you should be able to identify any software needs to assist in automating the 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 client-tracking software can be shared across multiple computers and can generate easily-interpreted reports for the firm’s decision makers.

Secondly, try to automate the firm’s follow up process. Develop follow up sequences for:

• Direct mail – what do you send to prospects and clients?  Postcards? Email?  Letters?  This can be a very labor-intensive process or it can be highly automated. It’s your choice.
• Autoresponder Email Series – Develop a series of email messages to be sent at regularly scheduled intervals that can convey your messaging in a timely manner to your prospects.
• Phone calls – Develop a schedule of calls so that they don’t fall through the cracks.  Some of the tracking software can automatically place them into your calendar for you.

Thirdly, Develop rules of engagement for a sales driven law firm. Some things to identify from the outset are:

• What is being said? - Know your key messages about your firm, as well as information about your prospect’s business and needs
• Who is saying what? – Who are the principal contacts for prospects?  Is the task shared or centralized?
• How often are prospects contacted? – Staying top-of-mind without being obnoxious is a delicate balance

As you move to ramp up your legal marketing, these questions and systems will serve you well.  Keep them in mind as you design your processes.

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