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| Making
Your Practice More Convenient 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 the tasks 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 five-page to-do list?
I deleted it. Now I
feel much better. CONVENIENCE
COUNTS 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: 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 email. 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 emails from prospects? The more convenient you make it for prospects,
the more calls you’ll receive. 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? 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? 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? 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 email?
If you have an established relationship, can they hire you
simply by calling you on the phone?
Or by sending you an email?
Can they hire you without a retainer? 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? 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 email? For larger packets, do you provide self-addressed
ups or FedEx labels? 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 emails reminding them of appointments?
(A more tactful way to remind them is to ask if this time is
still convenient for them.) 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. 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. 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. ©
Copyright 2004 by Trey Ryder LLC.
All rights reserved |
