I was speaking at the DUI Defense Lawyers Association Winter Seminar on Saturday, in Scottsdale, Arizona. (A nice crowd of criminal defense and DUI attorneys from various states were in attendance.)
One of the things I shared was my “3-Rings” rule.
It goes like this:
When your phone rings, and it’s a potential client who’s calling you, the first three rings are on the house. BUT — if someone doesn’t pick it up by the end of the third one, each additional ring costs your firm $1,000.
There are two reasons:
(1) Potentials are impatient. (We all know that.)
(2) And while they’re sitting in front of their computer, telephone in hand, calling you, there are three or four other browser tabs open. Each one is a competitor’s website, and each one has a phone number displayed in big bold letters at the top right corner of the screen.
Do you know what that means?
If you don’t pick up quickly and help this guy, he’s going to hang up and call the next law firm in line until someone picks up and helps him.
Potentials don’t call law firms to tell you how great their day is going.
They’re calling you because they can’t sleep and, figuratively speaking, they’re being eaten alive by anxiety. They’re calling you because they want you to reassure them — albeit it at a cost (i.e. your retainer fee).
In other words:
Desperate people don’t hang around after the forth ring.
Hence my “3-Rings” rule.
There’s something else too:
It’s not enough to answer the phone quickly. You need to understand exactly what the potential is craving and give it to them quickly. (If you don’t, they’ll still call the next law firm in line out of frustration.)
Do you want a hint?
It’s NOT an appointment — though you still need to make an appointment, otherwise you can’t get them to retain you and pay up.
And how can you give a prospect reassurance, over the telephone, so that they can put their anxiety to rest (as much as is possible), and not call the next three or four law firms on their list, and go to bed instead?
That (and more) is something I explain in my Secrets of Attorney Marketing book. It’s a short read. I’m a slow reader, and it takes me less than two hours to go through it cover to cover.
Don’t be deceived though: The only reason it’s that short is because I’ve laid out all the information you need to dramatically increase your firm’s revenue in a way that’s concise and fluff-free.
You can buy this book on Amazon.
But I don’t recommend that.
Instead, click the link below and request a copy from my website. We’ll mail a copy to your office — 100% on the house.
(And no salesman will call either.)
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