7 STEPS FOR YOUR LAW FIRM TEAM
people. Training is not a one-time
thing. Your intake team needs to be
trained and periodically retrained on
every step of the intake process and
how to overcome common objections
(like pricing questions). There is no
detail too small to overlook. We have
secret-shopped over 2,500 law firms
and found that many times the intake
person doesn’t know even simple
information such as the firm’s website
address, the firm’s phone number, or
where they are physically located. In
fact, this is so common that we set
up our Rainmaker Intake University
specifically to train your intake staff on
all of these procedures and many more.
Step 5: Measure your intake metrics.
You will never know whether something
is working or not unless you take the
time to measure your results. Some of
the key metrics you must measure to
become more successful are:
· Number of leads per day, week,
month, and quarter
· Number and percent of leads by
lead source (phone, website, PPC,
social media, advertising, referral,
etc.)
· Cost per lead by lead source
· Number
and
percent
of
appointments set
· Number and percent of no-shows
· Percent closing rate at initial
consultation (by attorney and
office)
· Closing rate post-consultation
· Cost per client acquisition by lead
source
Every member of your intake team
should be assessed on these variables,
so you can evaluate their individual
performance.
Step 6: Use a Lead Conversion
System. If your firm is generating more
than 40 new leads or referrals per
month a Lead Conversion System will
revolutionize your intake. At the heart
of any good Lead Conversion
System is a database full of critical
information you have collected
about your prospect. We call
this a customer relationship
management (CRM) software. But
a solid Lead Conversion System
is far more than just a CRM. It
also includes a way to track and
manage all your leads. A CRM
system allows you to track every
lead and see where they are in the
lead conversion process so good
prospects do not fall through the
cracks. A good Lead Conversion
System also automates your follow
up to prospects. It should allow
you to benchmark against metrics
from other law firms and must
include training on best practices
in intake and lead conversion.
We developed the Rainmaker
Lead Conversion System to be
an automated solution for small
to mid-sized consumer law firms
who want to rapidly improve
their conversion rate and fix
their follow up. By maximizing
your lead conversion rate, you
can substantially increase your
revenues and stop wasting money
on simply getting more leads that
don’t deliver results. It’s a little
ironic that your lean, mean selling
machine may already be on your
payroll. All you need to do now is
train them to think and act like an
intake specialist!
Rediscover the
lost art of human
interaction.
Solo and small firm
clients don’t want to talk
to a machine.
Which is why firms like yours rely on Ruby, the
highly trained team of offsite receptionists who
handle all your calls with the perfect mix of
friendliness and professionalism.
With Ruby, you’ll stand out from the competition
by providing an exceptional customer experience
delivered by a real, caring person.
866-611-RUBY (7829)
or visit callruby.com/nacba
Step 7: Monitor your team for
burnout. We have all been on
the other end of the phone from
someone suffering job burnout.
It’s a real turn-off, so you need to
monitor your intake team for signs
of job burnout before it gets to the
point of being a problem. Intake
is not a job; it’s a passion—hire
accordingly. Periodically listen to
their calls to ensure they are not
experiencing emotional burnout.
National Association of Consumer Bankruptcy Attorneys
Spring 2018
CONSUMER BANKRUPTCY JOURNAL
21