How Many Barriers Does Your Law Firm Put In Front Of Your Prospects?

“No, you cannot have a consultation with us about buying our services.” That was the response I received when I was looking for someone to show me how to use the rather expensive software that I was trying to get to grips with. It was a good reminder that as a law firm owner, you will have put up a lot of barriers to clients finding and instructing you. I want to use my bad experience for your benefit, but back to the company in question first.

How Many Barriers Does Your Law Firm Put In Front Of Your Prospects?

The company said that I could ask questions by email, but no one was prepared to help me set the software up. Now, bearing in mind that this software isn’t cheap, that I pay for it monthly, and that if it does the job that I want it to (allow me at a glance to see all the key data for my Google Adwords clients’ campaigns) I will be a customer for a very long time, I found this to be a very strange response.

This company has put one huge barrier in the way of my using their services. Which led me to thinking about you and your law firm.

How many barriers do you put in the way of your prospects?

Barriers can appear in a number of guises:

  1. Barriers to finding you;
  2. Barriers to contacting you for the first time;
  3. Barriers to instructing you;
  4. Barriers to using your services again; and
  5. Barriers to recommending and referring you.

I promise you that you will have at least one barrier in each of the categories above.

Let me give you an example.

A barrier to finding you might be that you rely on only one marketing method to appear before your prospects. This might be word of mouth, your office location, your star performing advertisement or your website, whether with or without Google Adwords.

If you do not have at least four methods working each month for you, you have put up barriers to people finding you. You will only be found a fraction of the times that you should be found. There will be ‘perfect clients’ who would be delighted to use your services but at the moment are having to use your competitors. That is not fair for them or for you. You need to take away this barrier to ‘perfect clients’ finding you by getting in front of them in more places.

I am going to highlight a few more barriers over the next few weeks, because I want you to take some of them down so that 2018 can be a wonderful year for you and your law firm.

Your firm can grow your law firm to whatever size you would like. The only barrier to this happening at the moment is more likely than not you, or to put it more succinctly your belief that it can be done or how big it should be.

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Case Study

From biggest fee earner to no fee earning whilst doubling turnover

I’d been looking for somebody to help me with marketing for a while, and I came across Nick on Google.

That was three years ago, and in that time it’s fair to say that he’s had a massive impact on my business, and my life as a result.

In the early days, my goal was simple and specific: increase the turnover of the business so that I could take more money out of the business.

I had an amount in mind, and I expected it to take years to get there, but when I achieved it in just six months, it began to dawn on me that this guy really knew what he was talking about.

As a result of that early success, and with Nick’s help, I realised that my expectations were too low, and what I could actually achieve, with the right thinking and guidance, was far beyond what I’d ever imagined.

What Nick saw – and what he made me see – was that my business had fantastic potential, but to realise that potential, things needed to change.

Even before Nick got involved, we were getting a decent volume of leads, but it was what was happening to the leads that was the problem.

We weren’t tracking them, there was no process in place and to top it all off, we didn’t have a clear pricing structure, which meant that we were nowhere near as profitable as we could be.

And that’s where Nick came into his own. He built us a bespoke lead generation and sales process, and the results were staggering.

We pretty much doubled our turnover, allowing me to build a four-person sales and marketing team that gets us more leads and more sales.

Of course, Nick’s Google Adwords expertise has been a key part of our growth, and today it’s a hugely profitable marketing pillar for us.

But regardless of the medias or mechanisms we’ve used to grow over the last three years, it’s been Nick’s rock solid marketing plan that underpins it all.

He’s stopped me trying this and that, and got me to focus on the things that’ll have the biggest impact on the business.

And I think there’s a lot more to come – we still haven’t implemented everything that Nick has given us to do, and when we do, I reckon we’ve got around another £250,000 of revenue per year to add to our figures.

And it’s not just the business that’s seen a transformation – it’s been a personal transformation too.

When Nick first got involved, I was the biggest fee earner, and consequently I was reluctant to stop getting involved in cases.

Nick eventually made me see that if I was serious about growing this business, that needed to change and as time has gone on I’ve taken on less and less work – now I don’t do any of it.

And I only wish I’d done it earlier, because the result has been me having more time to build the business, and spending time with the people that are important to me.

Not only that, but the business is stronger, because it’s much less dependent on me.

Nick was right about that one, as he has been about pretty much everything else – it pains me to say it, but it’s true!

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