May 25, 2020

Why the Most Important Rainmaker in Your Law Firm is the Person Who Answers the Phone

Take a look at this recent Google infographic on legal market trends:

Why the Most Important Rainmaker in Your Law Firm is the Person Who Answers the Phone

If there is one thing that stands out about this research, it’s this: 72% of prospects contact attorneys via phone.  This is why the most important person in your law firm is the person who answers your phone!

That’s because people who have a problem large enough to require legal help want answers right away. They want to speak with someone who cares about their problem. They want a solution to make the problem go away.

Before making my presentation during a National Trial Lawyers Summit a couple of years ago, I had my staff call each of the 126 of the firms that would be attending the Summit.  We created a fictitious legal problem and then recorded what the person answering the phone said to our callers. I shared these results during my talk:

  • Only 40 of the 126 firms identified the name of the firm when we called.  The rest answered, ”Law Office” or “Law Firm”.

  • 70% did not ask our staff for any contact information

  • 90 firms left our staff on hold for at least two minutes

  • When our staff left their contact information for a call back, 52% of the firms never called back

  • When our staff asked for the firm’s website address, 33% misspelled it

  • When our staff asked why they should hire the firm, the responses were:

    • 23%  “We have a lot of experience”

    • 21%  “We care about our clients”

    • 17%   “I’m not sure”

Other interesting responses ranged from “I’m not at liberty to say” (intake person) to a partner who remarked, “I’m not going to say why we are different!”

 Most of you do not have a proper lead conversion process in place that begins when someone calls and your staff is poorly trained to boot!

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About this Author

Stephen Fairley legal marketing expert, law office management
CEO

Two-time international best-selling author, Stephen Fairley is the Founder and CEO of The Rainmaker Institute, the nation’s largest law firm marketing company specializing in marketing and lead conversion for small to medium law firms. Since 1999, he has built a national reputation as a legal marketing expert and been named, “America’s Top Marketing Coach.” He has spoken numerous times for over 35 of the nation’s largest state and local bar associations.

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