When you are busy fighting against the clock, with court deadlines and executors who don’t respond on a timely basis, it’s easy to forget where your prospective clients are coming from when they first reach out to you. Here’s four fast facts to keep in mind:
1- Your prospective clients do not necessarily know what they should be asking when deciding which attorney to select. They know that they have a problem, they know that they need a lawyer, but that’s about all they know.
2- Unless they are lawyers themselves, or business people who deal with lawyers on a regular basis, most people find going to a law office intimidating. They may feel uncomfortable, and may respond by taking a defensive posture that is based solely on being anxious.
3 -Legal fees may be a complete mystery to them. They know that you are going to charge them for your time, but they have no idea what a fair and reasonable price is for legal representation. And as we’ve noted in previous posts, they don’t know what else to ask, so they ask what things will cost.
4 -Our decades of experience with law firm marketing in the estate planning and elder law practice area has made it very clear that a welcoming environment, well-trained staff members who treat prospects with care and kindness, and using plain English and not legal jargon, will help transform prospects into loyal clients.