Legal Marketing Blog

Some years ago at a seminar, I heard a story (likely just anecdotal) about the lawyer whose client called, but because he was busy and “knew” what the client was calling about, he did not return the call. As the story goes, the client eventually called and retained another lawyer after reporting that she was seriously injured by a Coca Cola truck that ran a red light.

Recently, I was sent a copy of Dangerous Law Practice Myths, Lies and Stupidity by Judd Kessler, Gunter Enz, et al. The 94-page book looks like a fun read, although I have only just skimmed parts of it. Myth #34 reminded me of the above story and is sub-titled “Potential clients will wait for a great lawyer to call them back.”

NOT!

In today’s world, it’s about rapid (if not instant) gratification. The book features parables by Arthur Simon, Esq. (a fictional law practice guru). So, what does he have to say about this issue?:

“Simon says: In our fast-paced high-tech society, clients seek instant gratification. If you don't take the opportunity to be the first lawyer to talk with the prospect (or a client), your competitor will, and there's better than a 90% chance that (the) prospect will become his client….”

Every lawyer should put a system in place to ensure that all calls are returned ASAP.

The key is to manage your client expectations accordingly. If you make it a habit to return all phone calls immediately it can easily wreck your day with multiple distractions. As an alternative, consider alerting all clients and callers to the specific time(s) of day when you will return calls. This will give people the peace of mind that you'll call back - and to expect your call at the designated time(s).

You may also decide to provide clients with an "emergency" call number that will get to you immediately. It's critical, however, to educate clients about what constitutes a real emergency and to manage those calls appropriately.

All good points, Jay. Another option is to have someone else (secretary, associate, paralegal, etc.) return the call to see if they can help in the meantime. The key is to return the call ASAP.

There is a law firm in our city that promises a return call that day. I do think it is a differentiator and the mark of a good professional to return calls in a timely fashion. Great reminder!

I was getting bogged down by too many phone calls. I was trying to sift through the urgent ones and hold the other matter until later in the day. Obviously, my definition of urgent is not always the same for my clients.

I still sift through and return the urgent ones immediately. The other calls I have my assistant return immediately and schedule a time later in the day or the next day to call. I intiate the call and always make sure that I am on time. We have received really positive feedback from this set up. I think many times clients just want to know that help is on the way.

Tom: Thanks for sharing Jim. It's obvious that you get it!!