The uncomfortable truth is though that you probably have no idea what your conversion numbers are. Do you? Do you know what percentage of the people who call your firm book appointments? What percentage show? And of those that show, what percentage retain?
Chances are that you could find this information out about last month’s numbers if you decided to go look for them. It might take you a while to gather the data, so on the regular, you don’t do it. But, THAT is a conversion problem. A problem that costs you so much money and missed opportunity. You have no idea if your receptionist is blowing it with good leads, or if no shows are killing your revenue.
And frankly, there’s no way to fix problems that you don’t know about. Getting in touch with these numbers on a regular basis is critical to your business’ growth. You need to understand how to have them at your fingertips and what to do with these metrics once you have them.
Most of all, you must stop excusing this behavior. Don’t accept this from yourself. It doesn’t matter if you want a million dollar or a 10 million dollar law firm business, your actions need to be congruent with that desire. Excuses about lack of knowledge of your metrics or excuses about why your show rate may be low or people aren’t retaining have got to STOP.
Yes, there are lots of excuses you can offer up as explanations as to why you have these conversion problems.
“People don’t always do what they say they’ll do”
“If people can’t afford my services, there’s nothing I can do.”
“We’re getting by with the leads we are able to convert.”
“We’re just not getting enough calls, conversion isn’t the problem.”
Feel free to insert whatever story you might be telling yourself around this. But the fact remains, leaving these conversion problems unaddressed is costing you a fortune!
It’s one of the first things we help our Members fix at How To Manage A Small Law Firm. And since this is such a common problem for small and solo law firm owners in all practice areas, in all parts of the country, we decided to put together a comprehensive, hands-on training on just this topic and make it available to the public (not just our Members) so that you can once and for all, master your sales processes and make a lot more money.
This is a 5-week, long-distance learning Master Class with telephone lessons, supplemental materials, and homework to move you through the implementation process hosted by Law Firm Management & Marketing Advisor, James Brown.
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