You only have one chance to make a good first impression. I think many of us don’t think about this as much as we should. We’re simply confident that we can show our expertise in the legal side of things since we’re lawyers.
But the truth is, your prospects and clients expect to be attended to. If you don’t attend to them, they will go elsewhere. In the digital age in which we live, they can make that switch so easily. Instead, you want to make it easy for them to choose you for their own cases, and in recommending you to their family and friends.
You might attract them with your marketing. For example, I make videos and do Facebook Lives, and I have chatbots that send informative videos. I attract a lot of prospects this way.
But once they call my phone number, send me an email or shoot me a message on Facebook Messenger, it’s our top-tier customer service that gets them through the door. It’s how fast and how well we respond to their needs that convert them from browsers into buyers.
The secret to your success as a business owner is, and will always be, happy customers.
Look at your marketing AND your customer service
Marketing is great! Marketing gets you out there and helps you connect with more of your target audience, but marketing is nothing without great customer service.
I think this is the perfect time to really look at both your marketing strategy and your customer service. Are you doing enough for both?
Do you make sure to engage with and provide value to your target ideal clients through your content, and do you make sure you serve them the moment they make contact?
So what are the essentials of customer service that lead to client happiness, retention, and referrals?
Helpfulness and genuine caring
Do you publish helpful, valuable content, and do you provide it for free? I don’t even think of it as giving it away any more. It’s just doing my part for the community, and it also displays my expertise in my niche. If I publish limited content, then I have limited credibility. But that’s a bonus. The main goal is to be helpful.
Think of the biggest questions your target audience has in their heads. Answer those questions.
Do you have a chatbot where clients and prospects can send a question AND have it answered quickly? Does your website have helpful content and quick information that prospective clients can access without a consultation?
How quickly do incoming phone calls get answered? How quickly does your office return calls?
Your prospects and clients should always feel like VIPs.
Engagement and communication
Do you communicate with your clients and prospects, asking for their feedback, and then actually listen to them? Do you have both personalized and canned responses to the FAQs people often ask on your social media?
This is important. If you’re active on social media– and you should be– you need to be truly active, and that means responding to comments and engaging with the people who watch your videos and Lives. This is how you start conversations. And conversations should never be one-sided where you’re the only one talking, and when they talk you don’t reply.
I’ve seen this happen, and they say, “But Ally, I’m busy and I focus on my work.” So delegate it! You need someone focusing on your social media! You can hire someone from Upwork to handle your social media for an hour or two every day.
How well-trained are your staff in dealing with high-strung clients or prospects? Do you have protocols in place for putting out fires?
No matter how streamlined your processes are, you will encounter customer dissatisfaction and complaints. People are not infallible. You and your employees will see all sorts of characters who are experiencing heightened emotions, in addition to the frustration and fear already inherent in their cases.
This is when your patience, empathy, and communication skills are put to the test.
Passion and the extra mile
I think part of our success as solopreneurs is that we go the extra mile. We offer something different from most other law firms. We start cases fast, we are transparent about what every quote includes, we keep things organized for speed and accuracy, and we over-communicate with clients.
We love what we do– this is it, this is our choice. This is what makes us get up in the morning! Our clients can feel our passion and commitment. It’s what drove me to streamline my law firm in the first place! I wanted to do this smartly and efficiently so I can serve more clients.
It makes more revenue too, yes, but I love doing what I do. And that love is represented in every aspect of my practice, from the appointment set up and the case assembly to the value-based quotes and folders per case type.
All of the above will make you and your team service-minded. That’s the foundation of it all– being service-minded. Customer happiness and profit will naturally follow.
If you can believe it, I have even more knowledge to share on this topic! If you’d like to learn more about [NAME OF TOPIC], sign up for my Six Figure Solo program! Six Figure Solo now comes in three tiers – Executive, Solopreneur, and CEO. Sign up here!
If you can believe it, I have even more knowledge to share on this topic! If you’d like to learn more about client happiness, retention, and referrals, sign up for my Six Figure Solo program! Six Figure Solo now comes in three tiers – Executive, Solopreneur, and CEO. Sign up here!