Episode 184 – Top Three Ways Your Admins Can Position You To Attract Better Clients

Episode 184 – Top Three Ways Your Admins Can Position You To Attract Better Clients

Today’s podcast reveals top three ways your admin staff & secretaries can win you more and better clients.

If you’re going to implement these strategies, you’re going to literally hear it in a potential client’s voice that they’re going to have less resistance, they’re going to feel calmer, better about speaking to you because your admin or your secretary positioned you as an authority, as a good attorney who really knows his stuff that can help them. If you put this to use, it’s going to help you tremendously to retain more. You won’t have to spend anymore in marketing to do it. Make sure you subscribe to the podcast and post a review.


Today, I’m going to go over 3 things your admin and your staff can say to help improve your status in the eyes of clients and win you more cases more easily. I don’t mean win the case, I mean win the clients, win their retainer fee. Get them instead of having your competition get them. These are 3 short statements that your admins can use. You don’t necessarily have to use them although I would recommend you using them. These are 3 simple statements that your admins can use to help build you up. Here they are: First of all, when someone calls your firm, does your admin say, Law Office or do they say Hold please, when the attorney such as you is requested or do they say, Tell me a little bit about your case and it gets them details of the case and the facts.

They can say one of these 3 things. Number 1, they can say, “Okay. Based on what you told me, the best attorney I can have you speak to is Attorney John Smith. He has handled cases that are pretty similar to yours. He is a very nice guy, he is very easy to talk to. I think you are really going to get a lot out of speaking to him. Can you hold on a second? I’ll transfer you.” Now think about that. That’s you, not having to position yourself but that’s your admin building you up and making you look good. Making you sound approachable and friendly and accessible and knowledgeable and having handled cases just like this person’s case. What’s going to happen is you as the attorney get better sounding people right off the bat on the phone.

There’s going to be less price shoppers. They are going to be a lot more amenable because they are going to expect that you are a nice person that you are knowledgeable and easy to get along with. That will take away a lot of the fear that people have so it’s a great thing that your admin can do to build you up and position you. Here is another thing that they can say. Let’s say there are 2 lawyers in your firm or more. So they talk about the case, they ask for details from the eccentric clients and they say, “Alright. I’ve got 2 options for you. Attorney A, she is excellent. She is our top attorney that deals with this subject area. She has had a lot of cases similar to yours and she has had additional training in everything.”

“She is more expensive but she is definitely the one to talk to when you have a tough case that you have to absolutely get a good result on or I can have you talk to Attorney B. He is also excellent. A lot of years of experience. He has a bit of different way of doing things. He handles the majority of the regular cases at the firm, not quite as expensive but still excellent. Tell me which one would you like to speak to?” That way you can position 2 or more attorneys at your firm and the one that’s the senior one, if they want to take the higher end cases, they can be positioned as the more expensive one. The other one, the junior associate or the regular attorney can be positioned as the more reasonable one.

So you get a positive effect no matter what. If the potential client speaks to the more expensive attorney, they are more prepared for the fee. They know they are more expensive. They have requested that attorney. So you are going to have less price resistance when you settle. If they go for the regular attorney, the one that’s not the top one, they already feel that they are getting a bargain because they are not having to pay such a high fee. That attorney will have less price resistance as well. So these are 2 really great ways to help position the attorneys at your firm and have your admins do it which sounds a heck of a lot more credible than having you do it.

A third way to do it is when a potential client calls, you have the admin again give the short speech, you know, so and so is very friendly or very knowledgeable. They’ve handled cases like this etc. and then have them do a live transfer. Say all that and say, “Would you mind holding on for a second. I’m going to get him or her on the phone. Have the admin get you on the phone. Then right there live, have the admin say, Hi, so and so. Hi Bob or Hi Jane, whatever your name is. I have Mrs. Smith on the phone. She has a case that involves XYZ, and I told her that you were very gracious and that you had some time to speak with her and that you are a specialist in these kinds of cases. Can you talk to her now?

Then you could say, Oh Thank you so much. Yes, Mrs. Smith How are you doing? I’ll be glad to talk to you. Thanks for connecting us, you can drop off now, admin and they’ll drop off the call. This is called a warm transfer. It is far better than doing a cold transfer where an attorney answers and says, Attorney so and so or starts grilling the person. You’ll have a much warmer reception if you do a warm transfer. You’ll be positioned a heck of a lot better and you’ll have far less price resistance with clients. If you’ve noticed, this requires no additional marketing money. It just requires picking one or two very short scripts, having everyone that answers your phone use them and just there alone you are going to start getting better clients, less price resistance and you’ll have a much better time of things.

Hope this helps. If you need help setting up scripts like this in your office, improving your positioning using your online marketing or during live calls, call (888) 225-8594 or email Richard.Jacobs@speakeasymarketinginc.com

Richard Jacobs

About Richard Jacobs

My name is Richard Jacobs, and I've discovered quite a bit about the plight of solo practitioners and small, 2-5 attorney firms like yours these past 12 years.

I've come to understand the unique challenges in marketing ethically and effectively that attorneys face because I have:

  • Helped over 180 attorneys author their own practice area book and become the 'implied expert' in their practice area
  • Helped hundreds of attorneys successfully navigate Google's search algorithm changes, growing their websites from 2 potential clients calling a month to 4+ calls per DAY for some clients.
  • Interviewed and promoted over 507 attorneys nationwide, in practice areas such as:
  • DUI / DWI
  • Family Law
  • Criminal Defense
  • Bankruptcy
  • Auto Accidents
  • Social Security Disability
  • Slip & Falls (Premises Liability)
  • Real Estate
  • Estate Planning / Probate
  • Wage and Hour Claims
  • Expungements / Post Conviction Relief

Before you decide to invest in your marketing, it makes sense to first request your complimentary, custom, no obligation video website review.

Richard is the author of 6 books published on Amazon, Kindle and Audible.com

Richard is available for speaking engagements on direct marketing for attorneys and has recently spoken at the following legal conferences:

  • PILMMA (Personal Injury Lawyers Marketing & Management Association)
  • Las Vegas DUI Summit – Private event for DUI attorneys
  • New York Boutique Lawyers Association
  • Perry Marshall & Associates Marketing Academy (Marina Del Rey, CA)
  • National Association of Criminal Defense Lawyers (NACDL)