An excellent sales funnel is the key to being successful in nearly any business. In fact, several factors of your law firm’s success can be attributed to this funnel. A few of those factors include:
- How long it takes to acquire a client
- How many clients you end up with
- Whether or not you’re ending up with the right clients
When developing an effective sales funnel, there are 5 main considerations you should make:
- Who is your target audience?
You must clearly define the type of clients you want. The more specific you can be, the better your sales funnel will be. Broad, vague descriptions lead to uncertainty and less effective results.This model should allow you to weed out unqualified prospects, ensuring that only your ideal consumers reach the bottom.
If your law firm has been in business for a while, it may be helpful to informally interview some of your favorite clients. Ask questions along the lines of:
- What does a day in your life look like?
- What are your legal concerns and issues?
- Where do you go for legal information?
- What do you value?
- How can you reach this audience?
Once you’ve defined your target audience, determine the best methods of reaching these people. Understanding their hobbies, interests, and daily activities will help with this. Choose a medium that they’re most likely to notice.
- What process will your prospective clients go through? What does their consumer journey look like?
The typical sales funnel will look like what you see above. However, the steps and details within that funnel can vary significantly depending upon your firm.
Develop offers and incentives that draw members of your target audience into the funnel. The first offer could be something as simple as a free download entitled “5 Things to Ask When Seeking Legal Representation” or “7 Signs that Declaring Bankruptcy Is Right for You”. Continue to create valuable content for each stage of the funnel.
- How can you help pull prospects through the funnel?
Sales funnels are not completely independent; they require regular monitoring and adjustments. Even qualified prospects can sometimes get stuck within the funnel. It’s up to you to get them back on the right path. Be direct. Remind people of which steps they should take next.
- How long should the client journey take?
Understanding your sales funnel will allow you to estimate the time it takes for a consumer to complete the journey. This approximated time period will serve as a good reference point. Don’t give up on prospects too soon, and don’t let them stay stuck in the funnel for too long.
Law firm sales funnels aren’t usually as long as those of other industries. This is because people typically seek out attorneys on a need basis. Chances are that if someone is in the market for legal guidance and representation, they need it relatively quickly.
We hope this helps lend a clearer picture of how the sales process works. Learn how to improve your firm’s sales funnel with help from our free Sales Funnel Guide below!