The 6-Step Intake System That Converts 80%+ of Leads (Law Firm Intake) — Transcript

Full transcript

1. 0:00Usually we always talk about marketing
2. 0:01i.e. how do we get more leads? Make the
3. 0:03phone ring. Form fills. Today we want to
4. 0:05talk about what actually happens after
5. 0:07those leads start to come in. The intake
6. 0:09process. It is something that is so
7. 0:10critical but not talked about enough.
8. 0:12It's not just about making the phone
9. 0:14ring. It's turning those into clients.
10. 0:16What good is any investment into SEO or
11. 0:18PPC local marketing if you're only
12. 0:21signing 30 40% of those calls or leads?
13. 0:24You could spend so much on marketing but
14. 0:27barely see a return or a significantly
15. 0:29diminishing return as you try to scale
16. 0:32exponentially. So there are two key
17. 0:34things we look at when it comes to
18. 0:35intake and driving your intake process
19. 0:38from one that signs 20 to 30% to 60 70
20. 0:4280 plus% of those good quality leads.
21. 0:45The first pillar is speed. How fast do
22. 0:48you respond when someone is in an
23. 0:50accident or dealing with a stressful
24. 0:52situation like a divorce? wants to speak
25. 0:54to an attorney. Now, if you wait four or
26. 0:56five minutes, more than half of those
27. 0:58leads, they're calling the next firm.
28. 1:00Speed to lead is everything. The second
29. 1:02is quality. Why should they pick your
30. 1:04firm? Most people in a serious life
31. 1:06event like a catastrophic injury, facing
32. 1:09bankruptcy, divorce, whatever it is in
33. 1:11need of legal services. They might not
34. 1:12just be calling one firm. So, why yours?
35. 1:15It's not just as simple as yes, we offer
36. 1:18legal services. It's actually not a
37. 1:19commodity as much as people talk about
38. 1:21it in that way. Your ability to sell
39. 1:24yourself, why your firm is unique is
40. 1:27huge when it comes to increasing that
41. 1:29conversion rate. If you're getting
42. 1:30thousands of calls per month and all of
43. 1:32a sudden you're converting 20% more
44. 1:34throughout the year, we're talking about
45. 1:35huge volume increases, revenue increases
46. 1:38to your firm. This is the fastest, most
47. 1:41surefire way to grow your firm is nail
48. 1:44intake. So before we break down how to
49. 1:47build a optimal intake process that
50. 1:49signs a high percentage of those good
51. 1:51quality leads, quick intro. I'm Jake
52. 1:53Soffer, CEO of Firm Pilot. And really
53. 1:56simple, we're not an intake company, but
54. 1:58we use AI to get our clients more leads
55. 2:00through AI powered SEO, PPC, social,
56. 2:04Google business profile marketing. So
57. 2:05while we're not an intake company, we
58. 2:07see tens of thousands of leads on a
59. 2:09monthly, quarterly basis now coming into
60. 2:11all of our clients. So, we're seeing
61. 2:14those phone calls. We're seeing those
62. 2:15form fills. We're seeing what works and
63. 2:17what doesn't. The difference between a
64. 2:1920% close rate and a 70 to 85% close
65. 2:22rate. So, here are the six best intake
66. 2:24strategies that we see to help turn a
67. 2:27firm into a low-end signup firm to a
68. 2:30high-end one. Number one, have your
69. 2:32phones covered. It sounds so simple, but
70. 2:34you wouldn't believe the amount of firms
71. 2:35that miss calls. And any single call
72. 2:38could be a huge case or client that
73. 2:40turns into something big and then refers
74. 2:42more down the line. It's a game of
75. 2:43inches. We cannot be missing calls. It's
76. 2:46such a unforced error. Ideally, that
77. 2:48phone needs to be answered in under 12
78. 2:50seconds. We love under 5 seconds, but
79. 2:53under 12 is acceptable. If you don't
80. 2:55have someone that can be at the phone at
81. 2:58all times during your operating hours,
82. 3:00people have to eat lunch, people have to
83. 3:02go to the bathroom. There are so many
84. 3:03good services out there. We actually
85. 3:05just announced a partnership with Lex
86. 3:07Reception. We're really excited. They
87. 3:09offer a great platform for firms where
88. 3:11you can outsource your entire intake or
89. 3:13just a small part of it during lunch
90. 3:15breaks, out of business hours, weekends,
91. 3:17whatever it is. So there's someone
92. 3:19always answering the phone and can speak
93. 3:21intelligently to your potential clients.
94. 3:23So have your phones covered at all
95. 3:25times. Item number two, track your
96. 3:27process. You can't just say, "Okay, I'm
97. 3:29going to go fix my intake." Intake is a
98. 3:31huge thing. Response time. response time
99. 3:33per channel, whether it's a form fill, a
100. 3:36phone call, time to intake completion,
101. 3:38lead fit or wanted rate per channel,
102. 3:40what's the signup rate, you need to be
103. 3:42documenting this. Tons of these intake
104. 3:44systems and case management systems like
105. 3:46Cleo and Fileine in my case, they have
106. 3:49this reporting built in. If you don't, a
107. 3:51simple Excel sheet is fine. Whoever's
108. 3:53answering that phone, have them filling
109. 3:55out the signup rate, where the lead came
110. 3:56from. It's all in call rail. You should
111. 3:58have call tracking there. If you don't,
112. 4:00that's an even bigger problem. get that
113. 4:02set up and be tracking those numbers.
114. 4:04And it's not just so we can see that
115. 4:06they're getting better and better and
116. 4:07better, but it's where we know to invest
117. 4:08time. If your people are answering the
118. 4:11phones within six seconds, we know speed
119. 4:13is not the problem. If signup rate is
120. 4:15low, we can start to narrow down what
121. 4:17needs to be fixed. Maybe it's their
122. 4:18answering script, maybe it's the tone,
123. 4:20maybe it's the ability to answer
124. 4:23questions that potential clients have,
125. 4:24and you need to have an FAQ documented
126. 4:27for your intake team to be able to
127. 4:29answer questions intelligently. At least
128. 4:31we can start to pinpoint where to turn
129. 4:33our attention rather than just saying,
130. 4:35"Let's fix everything because there's so
131. 4:37much that goes into intake." So, it
132. 4:39starts with tracking so we know where
133. 4:41are the leaks. Number three follows off
134. 4:43of number two. Set goals. Even
135. 4:46increasing signup rates, the time to
136. 4:49answer calls, the time to follow up on
137. 4:51form fill leads by inches. We're moving
138. 4:54in the right direction. And you have to
139. 4:56think about economies of scale. It's not
140. 4:58just about getting that one case. It's
141. 5:01we're getting 10 leads a day times 30
142. 5:04days a month, all of a sudden 300 leads
143. 5:06times 12 months. You change things a few
144. 5:09percentage points, that's hundreds of
145. 5:10thousands of dollars in saved cost or
146. 5:13increased revenue. So set goals that are
147. 5:15actually achievable, not in saying,
148. 5:17"Hey, I'm going to double my signup
149. 5:19rate." Maybe down the line, absolutely,
150. 5:21but just small goals. Nailing intake
151. 5:24really is just a game of inches. And
152. 5:27progress compounds just every day, every
153. 5:30week, every month. Just make small
154. 5:31improvements over and over and over and
155. 5:33it pays dividends tremendously. Number
156. 5:36four, and this is my favorite, having an
157. 5:37analytical background, is analyze your
158. 5:39funnel. Meaning, literally get a
159. 5:41whiteboard, get a piece of paper. It can
160. 5:43be so simple. And map out the exact
161. 5:45process the moment that phone rings. How
162. 5:47long does it take to respond? What are
163. 5:48the possible questions that come up?
164. 5:50What happens after they get off the
165. 5:52phone? Almost like a flowchart of if
166. 5:54client says, "Yes, I'm ready to sign."
167. 5:56If it's a unqualified lead, if they say,
168. 5:58"Great, I need more time to think about
169. 6:00it." Map out that entire process. And
170. 6:02now back to number three, you can
171. 6:04actually start to track your sign up
172. 6:06rate based on the different paths in
173. 6:08that funnel. So that way, you're not
174. 6:09trying to again fix everything, but you
175. 6:11know, hey, if someone fills out a form
176. 6:14and they're not ready to sign, our sign
177. 6:16up rate is so much lower. We have to
178. 6:18focus on this specific intake process
179. 6:21because it's not just one intake process
180. 6:23for all of your potential leads. There's
181. 6:25so many different ones. People that are
182. 6:27using your web chat, your email, people
183. 6:28that want to do an in-person meeting. If
184. 6:31you can see your sign up rate through
185. 6:33all these different flows and paths, you
186. 6:35know, hey, we are losing 200 leads a
187. 6:38year through this path. Let's focus on
188. 6:40that. Don't waste time and energy
189. 6:42focusing on the lowhanging fruit, the
190. 6:44ones that you know you sign 90% of the
191. 6:46time. Number five, train, train, train
192. 6:49again. If you see those leaks, whether
193. 6:52it's speed, whether it's the script,
194. 6:55being able to answer questions,
195. 6:57follow-ups, whatever it is, it's not as
196. 6:59simple as just telling whoever your
197. 7:01intake team is, whether it's outsourced
198. 7:02or insourced, hey, here's the new
199. 7:04process printed out on a piece of paper.
200. 7:06Do it. You need to have an expectation
201. 7:08that your first attempted fix, probably
202. 7:10isn't going to work. Just because you
203. 7:12change a script doesn't mean that signup
204. 7:14rates are going to go up. Maybe they go
205. 7:16up 1%, but then how do we improve it
206. 7:18more and more and more? Or maybe it goes
207. 7:20down. You have to be okay that your
208. 7:22first attempted fix may actually be
209. 7:24worse. Great. We found one thing that
210. 7:26doesn't improve it onto the next. And
211. 7:28it's just about trial and error and
212. 7:30brute force until you find those levers
213. 7:32that take you to that 65 70 75 80% plus
214. 7:37signup rate. So just don't one try and
215. 7:39go, "Okay, I did it. I attempted to fix
216. 7:41my intake." It is a process that never
217. 7:44ends. you're always refining it.
218. 7:46Strategy six, and this is a bit of a
219. 7:48bonus, my personal favorite is make your
220. 7:51intake process multi-step. You can be
221. 7:53absolutely elite dangerous against your
222. 7:56competitors that answer the phone, say,
223. 7:57"This is who we are." If that client's
224. 7:59not ready to sign, and just waiting for
225. 8:01that call backer, one follow-up call, be
226. 8:04multi-step text, email. Once of course
227. 8:07compliance is met, they opt into
228. 8:10receiving messages and you have that use
229. 8:12that follow-up calls, send them an
230. 8:14email, send them a text, provide more
231. 8:16information and not just a newsletter.
232. 8:18If you are documenting what they said in
233. 8:20that call, there's a reason you're
234. 8:22saving those notes. It's so you can use
235. 8:24it to help convert that individual lead.
236. 8:27So, whoever your intake team is, they're
237. 8:29not just inbound. Think of them as
238. 8:31outbound. Once someone has given the
239. 8:33thumbs up that you can contact them,
240. 8:35contact them and be prescriptive based
241. 8:37on what they told you in that first
242. 8:39call. Hey, I'm following up on your back
243. 8:41injury. How is it? Communicate as a
244. 8:43human being. Conversion rates go up.
245. 8:45It's just natural psychology that people
246. 8:47want to work with good people. So
247. 8:49overall, you're spending money on ads,
248. 8:51SEO, whatever it is to get those leads.
249. 8:54You need to be signing them. If your
250. 8:55intake is broken, you're just funding
251. 8:57your competitor's growth. The math is
252. 8:59simple. fix intake and it's the fastest,
253. 9:02cheapest way to get more cases. Those
254. 9:04leads are already coming to you. Sign
255. 9:06them. Implement these six strategies.
256. 9:08And if you want to see more about them,
257. 9:10you can actually go to our website. We
258. 9:11post a whole bunch of documentation,
259. 9:13more videos about how to nail these and
260. 9:15do these right templates and bigger
261. 9:17descriptions. firmpilot.com. Ton more to
262. 9:19learn there. Thanks. Bye.
263. 9:22[Music]