When you look at your “To Do” list, do you always do those things first that are important, necessary and urgent? Heck no, if you’re a talented procrastinator like me. I’m more likely to attack what is easy, uncomplicated and will result in instant gratification.
So too, my friend Trey Ryder admits in an article in his recent newsletter entitled "Your Marketing Efforts Sink, Swim Or Soar Depending On How Well You Satisfy The Big ‘C’" (by that he means “convenience”). He advises his readers that prospective clients are not unlike the rest of us in seeking the easy way. Therefore, lawyers should be smart by making it convenient for both clients and prospects to reach them when they have a need to do so.
He discusses what he calls 12 “smart ways” on how you can do just that. He suggests that you make sure:
- prospects find it easy to learn about you (informative website or blog, and packet about firm you can send by email).
- prospects find it easy to reach you (invite inquiries by a toll free number or by email that you that you respond to promptly).
- clients find it easy to reach you (give clients your pager, cell phone and home numbers, where appropriate).
- prospects find it easy to get to your office (give excellent directions, and even a map on your web site, and by email).
- prospects find it easy to meet with you (offer night or weekend hours, visit their office or home if it’s hard to get to your office and park, and have directions on your web site).
- prospects find it easy to hire you (don’t require an office visit; fax or email the engagement letter, and can prospects hire you without a retainer? (hmmmm, not sure I’d offer that if I had a criminal defense practice)).
- prospects find it easy to pay you (offer credit card payments, or payment plans, and send bills with a self-addressed stamped envelope).
- prospects and clients find it easy to provide you with the information you need (send forms that are easy to fill out and fax/email back, offer prepaid self-addressed envelopes, and self-addressed UPS/FedEx labels).
- prospects and clients find it easy to remember appointments and other important dates (do you remind them of scheduled appointments by letter, phone or email – heck doctors and dentists do so routinely).
- clients know when to call you to update documents (again, remind them).
- clients find it easy to refer their friends and colleagues (give clients copies of your brochure, offer free educational seminars, or offer free consultations).
- clients find it easy to remember you (give out calendars, pens/pencils, refrigerator magnets, etc.; send newsletters, and other relevant information; and host client events).
Some of these ideas may not apply to your particular practice, but I’m sure there is a kernel or two in the above that should prove helpful.
Click here to download a copy of Trey’s article.