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

“We’re busier and more profitable than ever before, but we’re also having more fun too.”

I came across Nick and Samson Consulting back when I was employed and looking for help to grow my caseload.

Unsurprisingly I found him on Google (he definitely has a knack for that platform!), while looking for a legal marketing expert, and ended up joining his Marketing4Solicitors group, learning from afar for several years.

His advice was smart, sound and – most importantly – it worked.

And that’s why when I came to start my own firm up three years ago, I pretty quickly ended up giving Nick a call and started working with him.

I had used another company to help me with some online marketing before that, and to be honest – it was an absolute disaster, costing huge amounts of money and not really delivering any tangible results.

I hoped that wouldn’t be the case with Nick, and I was right.

I brought him right into the business, getting him involved top to bottom, and I can honestly say that it’s the best thing I’ve ever done.

His guidance quickly starting paying dividends, as he coached and mentored me on how to generate more interest and achieve more client instructions, as well as generally how to structure the firm in a way that was the most profitable and productive.

Three years in, and I’m over the moon with the impact that Nick has had on my business.

We’ve got a clear focus and a direction, we know why we do what we do, and most of importantly at all, we’re more successful.

We’re busier and more profitable than ever before, but we’re also having more fun too.

That’s one of the best things about working with Nick – the fact that the advice and guidance he gives is so holistic.

It’s not just about making money, although he has had a huge impact on that for us, but it’s also about helping me to enjoy my life, and growing my firm in a way that means that I have more money in the bank, but more time to enjoy life with my family too.

I guess that’s what makes him so different to others out there – he really does have my best interests at heart and I trust him implicitly.

It’s hard for me to convey just how good Nick is at what he does – before I started working with him, I thought I was pretty good with PR and marketing, but the truth is that in comparison to Nick, I really don’t know anything.

Nick really is a very, very smart guy, and when it comes to running a profitable legal firm, I think there are very few people who could touch him.

And that’s why I’m glad he’s on my team, and that isn’t just hyperbole – he really is a part of my team: any significant business decision I make is run by him first, because I know he’ll give me useful, tangible and practical advice that’ll result in the best outcome for me and the people I care about.

Before working with Nick, I felt like I was on my own, and the future of the firm was on my shoulders; to be honest it was quite a weight.

But now, I’m relaxed about the future, because I know that I’ve got Nick in my corner, one of the smartest marketing minds I’ve ever come across, and a truly honest good guy to boot.