Converting Prospects Into Clients
(a 2-minute read that is really worth your while!)
Do you track your performance in converting prospects into clients? You should. The relationship you have with a client does not begin when they sign your agreement. It begins the moment they find you or your firm. Whether that’s through a phone call, a website inquiry, or a referral, those first moments shape a prospect’s experience and can influence whether they choose to hire you. And that determines your success in converting prospects into clients. Your practice management system can help you do this tracking, if designed properly.
What is your procedure when you or any member of your staff is contacted by a prospective client? Here are seven tips for successfully converting prospects into clients.
- Determine pertinent information and create a record – How many times has a prospective client called and you realize after the fact that you didn’t collect all the information you needed? Have your team design an effective intake form. There may be one for general information, or several, depending on the type of service you plan to offer. Make sure everyone knows how to access the form(s), when to use them, and most importantly, what to do with them once a form is completed.
- Forward the Intake Form to the correct person for follow-up – This step has two parts: (1) Forward the intake form to the correct person. (2) Follow up! What are your firm’s procedures for contacting the prospect after their initial contact – email? Phone call? Invitation for an initial meeting? How soon after the initial contact should your next steps occur? Make sure your staff have the answers to these questions and know the procedure for moving forward.
- Set expectations for those next steps – Let the prospect know who will be reviewing their information, when they can expect to receive a reply, and what the next steps will be.
- Set a follow-up deadline – Establish a standard response time with your staff – whether it’s the same business day, the next business day, or within one business day. The keys here are timeliness and consistency.
- Document every interaction with the prospective client – Track calls, emails, voicemails and messages. By documenting interactions, the staff knows the status, and no one duplicates another’s effort or, worse yet, doesn’t follow up.
- Follow up more than once – If the prospect does not respond to an initial response, try at least a second follow-up. It’s easy for people to be distracted. Sometimes, a simple message (“Just checking in… “) can make a difference.
- And if all else fails… If the prospect does not respond or, if your firm decides not to work with them, have a clear closing procedure. Note that fact in the prospect’s record or in your intake system. If appropriate, send a polite closing email to avoid confusion.
A consistent system for tracking prospective clients does more than keep your team organized. It creates a smoother, more professional experience for prospects from their very first interaction with your firm. When every contact, follow-up, and outcome is documented, opportunities are less likely to slip through the cracks, and prospects feel valued and informed throughout the process. Just as important, tracking prospects allows you to measure conversion rates and identify trends, helping you understand which referral sources, marketing efforts, and intake procedures generate the best results.
By combining exceptional client service with meaningful data, your firm can improve both client acquisition and long-term growth.
Join us on September 10 at 12:00 noon Eastern Time as we discuss this and other tools to help you in a free webinar designed to help you convert prospects into clients. Click Here to register. And watch this space for more information!
You can also contact us at info@crosspointecg.com or by phone at 877-375-2810 with your questions.
See also:
Dana Riel is President and Founder of Business Solutions, Inc., serving the Washington, D.C. metropolitan area since 1985. Her firm is the authorized training center for the region for Time Matters and PCLaw by PCLaw|Time Matters, PLLC; Timeslips and Sage 50 Accounting by Sage Software; and QuickBooks by Intuit Corporation. She also serves as a consultant for Caret Legal (formerly known as Zola Suite), CosmoLex, Soluno & TimeSolv. As a trainer, Dana has provided training services to organizations such as the DOD Defense Logistics Agency, Judge Advocate General’s Office (JAG)/Department of the Navy, University of the District of Columbia School of Law, U.S. Department of Commerce and the U.S. Department of Veterans Affairs, as well as with small‐ to mid‐size law firms in the Baltimore‐Washington D.C. area. In 2009, she participated in the series of day‐long seminars sponsored by the District of Columbia Bar Association Practice Management Section, titled “Basic Training: Learn About Running a Law Office”. Ms. Riel also served as an Adjunct Professor in Georgetown University’s Paralegal Studies Program, having taught the course, “Legal Ethics/Legal Technology” in 2009; and “Legal Technology” for the Spring and Summer Semesters of 2010. She presently serves on the Advisory Board for PCLaw|Time Matters, PLLC.
