Don’t Turn a Blind Eye to How Your Phone is Answered
Almost every law firm has a dedicated person answering their main phone line, but not many are regularly auditing their calls. The initial touchpoint for a potential client is a crucial step in whether or not they’ll hire you, so why wouldn’t you put the same time, money, and effort into intake training as you do for the marketing that drives those calls to you in the first place?
As a marketer, it’s my job to drive calls to your office. What happens when they contact you is completely in the hands of your intake team.
I’ve had multiple conversations with clients who believe their intake process is superb, only to call in myself and have a less than favorable experience with their gatekeeper. If I have a bad experience, potential clients are also having a bad experience, which means they’re probably not going to hire you.
There are a few options, depending on how involved you’d like to be, in the auditing/training of your intake team:
- You can mystery shop your own office and create a script off of your findings
- You can use your marketing agency to mystery shop or listen to your recorded phone calls and give feedback
- You can hire an intake specialist to coach you on how to properly answer your phone and capture more leads
Which ever method you choose, continue to be involved with your intake team. Your intake team is the first personal connection made on behalf of your firm, make sure it’s a good one.