Your Marketing Efforts Sink Swim Or Soar Depending On How Well You
Satisfy The

Your Marketing Efforts Sink Swim Or Soar Depending On How Well You Satisfy The



A few years ago I created a​ to-do list for my business (different from my to-do list for clients). Nearly every day I would add something to​ the​ list. Soon,​ I had over five pages of​ things to​ do -- tasks I viewed as​ important enough to​ interrupt what I was doing so I could add them to​ my list.

Before long,​ every time I opened the​ document I got depressed. I was always adding to​ the​ list,​ but almost never crossing anything off.

Why? I discovered I had a​ number of​ well-worn excuses:
I don't have enough time. the​ project seems too big. it​ won't hurt to​ put it​ off a​ little longer. I feel no pressure to​ get it​ done. Maybe it​ isn't important after all.

When I looked at​ the​ tasks I did complete,​ I assumed they would match my highest priorities. Right? Wrong!

I surprised myself to​ learn that priority had almost nothing to​ do with it. Instead,​ the​ major factor in​ my decision to​ complete these tasks was the​ "Big C" -- Convenience.
I could finish them quickly and easily. I could complete them in​ one sitting. And I felt really good when the​ job was done: instant gratification.

So,​ what did I do with my 5-page to-do list? I deleted it. Now I feel much better.

When your prospective clients need to​ hire a​ lawyer,​ do they hire you? or​ are they skilled at​ finding ways to​ "put it​ off until tomorrow" -- or​ much later?

I encourage you​ to​ make every aspect of​ your law practice convenient for both your prospects and clients -- because if​ they face any obstacles,​ they may have all the​ reason they need to​ do nothing.
Now,​ here are 12 smart ways to​ make your law practice more convenient:

Smart Way #1: Make sure prospects find it​ easy to​ learn about you. This includes having an​ education-based web site that answers their questions and explains in​ detail how you​ can help them. Also,​ I suggest you​ have an​ educational packet that contains articles and information about your services,​ which you​ can send by mail or​ e-mail.

mart Way #2: Make sure prospects find it​ easy to​ reach you. Do you​ accept phone calls from prospects -- or​ do you​ insist that they come into your office before you'll speak with them? Do you​ offer a​ toll free number -- or​ do prospects have to​ pay to​ call you? Do you​ respond to​ e-mails from prospects? the​ more convenient you​ make it​ for prospects,​ the​ more calls you​ ll receive.

Smart Way #3: Make sure clients find it​ easy to​ reach you. Are you​ available by pager or​ cell phone in​ an​ emergency? Can a​ client reach you​ quickly and easily on​ the​ phone? Do you​ return calls promptly?

Smart Way #4: Make sure prospects find it​ easy to​ get to​ your office. is​ your office on​ or​ near a​ major street? is​ your parking area close to​ your building or​ office? is​ your office at​ a​ convenient location in​ the​ building? if​ on​ the​ second floor or​ higher,​ is​ the​ elevator close by?

Smart Way #5: Make sure prospects find it​ easy to​ meet with you. if​ prospects have a​ hard time coming to​ your office,​ will you​ go to​ their home or​ office? if​ weekdays are difficult for them,​ will you​ meet with them in​ the​ evening or​ on​ a​ weekend?

Smart Way #6: Make sure prospects find it​ easy to​ hire you. Can they hire you​ without having to​ drive to​ your office? Can you​ send your engagement letter or​ contract by fax or​ e-mail? if​ you​ have an​ established relationship,​ can they hire you​ simply by calling you​ on​ the​ phone? or​ by sending you​ an​ e-mail? Can they hire you​ without a​ retainer?

Smart Way #7: Make sure prospects find it​ easy to​ pay you. Will you​ accept personal checks? How about credit cards? Do you​ offer a​ payment plan? Do you​ provide postage-paid business reply envelopes to​ make sending their check more convenient?

Smart Way #8: Make sure prospects and clients find it​ easy to​ provide you​ with the​ information you​ need. Do you​ have a​ form they can fill out and send by fax or​ e-mail? For larger packets,​ do you​ provide self-addressed UPS or​ FedEx labels?

Smart Way #9: Make sure prospects and clients find it​ easy to​ remember appointments and other important dates. Do you​ send them a​ calendar of​ upcoming dates,​ including what you​ need from them -- or​ expect of​ them -- by those dates? Do you​ send letters or​ e-mails reminding them of​ appointments? (A more tactful way to​ remind them is​ to​ ask if​ this time is​ still convenient for them.)

Smart Way #10: Make sure clients know when to​ call you​ to​ update documents. you​ might provide them a​ list of​ criteria or​ events that should prompt them to​ contact you.

Smart Way #11: Make sure clients find it​ easy to​ refer their friends and colleagues. you​ might mail to​ each client your referral brochure,​ which contains a​ complete listing of​ your services and contact information. Consider providing clients with referral postcards they can give to​ friends and colleagues to​ request a​ meeting with you. Offer educational seminars so clients can bring friends to​ meet you​ and hear your message in​ person.

Smart Way #12: Make sure clients find it​ easy to​ remember you. you​ might provide things that contain your contact information,​ such as​ calendars and paperweights. Send cordial-contact letters. Mail them your newsletter. Don't overlook greeting cards,​ gifts and donations given in​ their name. Also,​ consider hosting special events like art walks and wine tastings.

In summary: Convenience is​ a​ big factor in​ how prospects and clients respond to​ your marketing efforts. Don't allow even the​ slightest obstacle to​ come between your prospects and you. Instead,​ emphasize how easily prospects can do business with you. in​ this way,​ you​ melt the​ ice that freezes many prospects in​ place -- and help them realize that working with you​ is​ an​ easy,​ positive,​ rewarding experience.




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