Receiving a lead from a potential client is like hearing the starting gun in a footrace.  From the moment the lead comes in you are in a race to convert that lead into a customer.  But how do you make the transition from lead to client?  We’ve compiled this list of 5 critical steps to help you win the lead conversion race.

1. Respond as quickly as possible. When you receive a new lead, it’s imperative that you talk to the potential client as quickly as possible.  When users submit website information request they are in a decision-making mindset.  If you reach them soon after they submit their information your chances of converting them into a client are much greater.  Wait too long and the client may change their mind or find someone else who can answer their questions.Your first contact attempt should always be by phone.   If that attempt fails, follow up by email and try another phone call either later that day or early the next.  If you’re still unable to get in touch with the client, try mailing a letter, sending a text message to their cell number or sending an instant message to their email.  Be creative and make your communication as personalized as possible.
2. Listen. Once you establish contact with the potential client, don’t tell them about how great your services are — ask them open ended questions and listen to their needs.  Questions like “What can I do to help you?” or “Tell me about your situation” are great for getting clients to open up.  Be sympathetic and establish a connection with your client.  If you can make the client comfortable they are more likely to use your services.
3. Do Your Homework. Be ready to answer any and all questions your potential client may have.  If you’re not already, become an expert in all aspects of your business and your community.   If a client thinks you don’t know what you’re talking about, they will not want to use your services.
4. Offer an Incentive. Ease the transition from potential client to customer by offering something for free.  A free initial consultation or free first visit is a great way to get a client through your door and into your customer database.  Another great method is to offer free weekly/monthly seminars.  You can see more potential clients in a shorter amount of time.
5. Know when to Move On. Not every potential client will be a good customer.  Fine tune your lead screening process so that you can quickly identify the most promising clients and weed out the rest.  Don’t waste time trying to convert clients that aren’t a good match for your services — instead use that time to focus on converting the best prospects.

If you are an attorney who needs Legal Leads, please visit LegalRow.com to find out about joining our Attorney Network.

Tags: attorney leads, lead conversion

This entry was posted on Wednesday, December 31st, 2008 at 4:59 pm and is filed under Lead Generation. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.