First contact With Potential New Clients

Potential new clients have so many ways to reach out to attorneys. Whether an email, a message through social media, a phone call, or through a referral platform, there are many potential ways that first contact can reach your firm. Regardless of where that first connection happens, it's key to remember how you respond matters. It matters a lot. Remember, potential clients are looking for reasons as to why they should, or should not, select your firm. Remember these tips to ensure that interaction is a positive one.

First Impressions Count

Whether it's an automated response, a voice mail, or perhaps a live person, remember to keep the demeanor positive. You don't need to be over the top about it though. It's important that the initial interaction is friendly and approachable. Remember, the person on the other side of that connection is likely feeling some stress. Most people don't hire attorneys every day, so they are likely uncertain.

One of the top areas potential clients want to understand is how the interaction is between the firm and the client. Are you (or your firm if you have more than one attorney) generally pretty congenial? Are efforts made to build trust? Does the relationship 'feel' supportive? There are no specific words to use here; it's more of a feel. Make sure that your approach, as a firm, is as evident as possible from the start. But don't bait and switch them. If your firm takes a more tactical approach, don't mislead. 

Be Prepared

Generally speaking, potential clients are looking for information. Based on your area of law, you likely have a general idea of what those questions may include. Generally, potential clients want to know about:

• Expertise: Potential clients will want to know your level of success for matters like theirs. Certainly, each matter is different, but knowing there is depth of experience with a positive outcome certainly helps.
• Experience: How long has the attorney been practicing this type of law? To overcome the time element focus on the number of cases handled. 
• Availability: Clients are generally looking to work with their attorney to resolve their legal issue. If something arises, how available will the attorney be? 
• Potential timeline: For a matter similar to theirs, how long will it take to resolve, generally speaking? We know these questions are challenging to answer. But giving some likely timeline is definitely helpful, with plenty of 'depending on the details of your specific case' caveats.
• Fees and billing: What is a likely fee range, how often is the client billed, what options are there to pay the invoices, etc. 
• Communication methods: Does the firm offer online access to their matter? Does the firm prefer email versus phone calls? What are the fee structures for each?

Be prepared to have some of these answers ready. Be consistent across communication channels, too. 

Read the Room

We completely understand - and support - the need to get as much information from a potential client when they reach out. But not everyone will want to share all the details until they gather more information. There is fine line between being helpful and being, well, over the top. Certainly, gather as much information as possible that will help your firm determine the best next steps. But if a potential client starts shying away from answering all those questions before they have even met the attorney, you need to let it go. 

I called an attorney for a real estate transaction. The person who answered the phone was helpful, approachable, and had a sunny disposition. But once the focus went to gathering intake form information, it was really too much. I wasn't ready - nor willing - to share all the details of my issue until I did the rest of my research. This nice person, however, refused to give up. I ended up stating I was no longer interested in finding out anything else about their firm and hung up. As I was hanging up, the words were still flying asking when they could reach back out to me. Don't do that. Read the room.

Make It Simple

Remembering that potential clients may be coming to your firm with some stress or anxiety about their issue, be sure to keep it all simple. One step at a time. Don't use legal jargon. Be sure you provide the next steps, if they are interested, and make it easy to move forward. Be ready to book that initial consultation. Keeping people waiting only gives other attorneys they may be reaching out to the chance to work with that client. But don't be pushy. Remember, simple and easy.

Empowering that first point of contact with the information that potential client may need is key. You don't want to give individuals the run around, referring them on to someone else for the overview type of questions. Provide a high level response. Once the individual finds out what they need, simply ask if they are ready to book a consultation or take the next step. 

Be a Good Listener

There is a difference between listening to understand and listening to respond. Sure, your team has the information to share and access to the intake form or process. And the goal is to convert that potential client to an actual client. But don't let that drive the conversation. 

It may be standard practice for you and the firm, but for the potential client, it's likely all new. It's ok to reassure the potential client that there is a depth of experience in the firm, and to sound super confident about your firms capabilities. But don't push your own conversation. Truly listen to the potential client. By all means, do not interrupt. Listening for understanding requires a bit more patience, maybe a deep breath in the middle of a long statement that you already see coming. But it may not be what you think it is. Focus on listening to understand.

Unless your firm is in an under-served area, there is competition for potential clients. Overall, demand for attorney services has rebounded after the pandemic, and is expected to show modest growth. To have a thriving legal practice, it's important to present your firm to potential clients as the valuable resource you know it is.