5 Tips for Converting More Inbound Calls to Clients
A big reason TV advertising is so effective for getting new legal clients is that commercials create telephone calls.
A recent report released by BIA/Kelsey revealed that compared to web leads, inbound phone calls are 10-15 times more likely to convert to actual sales. In fact, leads that initiate phone calls also spend more and have a higher retention rate. 
While this is great news for law firms that encourage phone calls, we find too many practices miss opportunities to convert more calls into clients. So here are five tips for improving your inbound call conversation rate:
- Write out a script in advance.
When used correctly, a script allows you to deliver a consistent message without sounding robotic because you weave in your own words. Remember, you have limited time to work with on a call. Following a script makes this time with leads more productive because you follow a process that you know already works.
To get to this point, test different approaches. This is where practice and role playing become key. Because the better you know the script, the more prepared you are for whatever direction a call goes. Ultimately, this then results in greater confidence.
- Establish the tone early.
You have a split second to grab a caller’s attention. Since they can’t see you, your voice sets the tone. Keep it bright and lively, and be as positive and personable as possible. You want to come across likeable so callers feel comfortable sharing information about their legal situation.
- Let callers talk.
If you’re doing most of the talking, your prospect doesn’t feel part of the conversation. So you must be comfortable keeping quiet. People expect you to ask questions to gather information, but avoid dominating the conversation.
Also, when possible, try finding common ground to show callers you can relate to their situation. This helps build rapport quickly and can cause potential clients to feel more comfortable.
- Have a plan for objections.
Don’t just wing it. In most situations, the same objections come up time and again. So come up with strategies for dealing with each one and then test which responses cause the best outcomes.
Of course, when hearing objections, express empathy. Step into your lead’s shoes, address the objection and anticipate what’s needed to calm your caller’s concerns.
- Offer callback request options.
The reality is, there are times when a motivated lead calls your firm and no one is available to answer. Do whatever possible to avoid these situations. If it does happen, offering a callback request option is a way to show you’re serious about returning the call quickly.
Ultimately, a callback request option is a great idea if you operate a lean team and start receiving a heavy influx of calls.
In the end, these tips help you convert more inbound calls into clients. However, you first need to generate calls — and this is where we come into play. At Legal TV Leads, we provide you with all the benefits of TV advertising without you having to create a commercial, secure airtime or sign long-term contracts.
You only pay for the leads who call your office — nothing else. So you end up promoting your legal practice on channels such as ABC, CBS and NBC in your local market at a fraction of what your competitors pay.
Reach out today and we’ll let you know what’s available in your market.
