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

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When it comes to business development, do you know what you’re doing right? Too often, attorneys sign new clients without having a true understanding of how that client came to them. 

How can you repeat your successes if you don’t know what you’re doing right?

Here are some tips for discovery:

Whenever someone calls to inquire about your services, have whoever handles the call ask how they found your firm. If they say on the Internet, ask what search terms they used. If they say they saw an ad, ask where. If they say they were referred, ask by whom (and be sure you follow up with that referral source to thank them promptly!).

Create a spreadsheet so you can track how prospects find you. The idea is for you to be able to tell at a glance what law firm marketing method is bringing you the most leads.

Track how many times you “touch” each lead before they become a client, and what methods you used to keep in touch.

Examine the data for which activities you are currently doing that result in the best quality leads, and which ones are bringing in prospects that are not a good fit for you.

Track costs and how much time you are spending for each of your law firm marketing activities so you can determine your ROI for each activity. 

Have your clients provide feedback on your services – likes, dislikes and be sure to ask if they feel good about referring you to friends and family.

Once you are able to tell what you’re doing right, you can then put your resources to work in areas that bring you the best quality leads.