Everyone's Talking About a CRM. Why The **** Doesn’t Ours Work?
A guide to using technology to build a firm that works for you
1. Shit You Should Know and Shit You Should Be Doing
Don’t Get Caught with Analysis Paralysis
KPIs You Need to Know
Technology You Should Be Leveraging
The Cost Vs. The Expected ROI
“Player 1: Choose Your Fighter” [process of picking out a CRM]
2. Trust The Process (But You Need to Build It First)
Don’t Get Caught with Analysis Paralysis
OutlIne
Copywriting
Building
Documents
Forms
Messages
Automations
Reports
Testing
3. Fuck Around and Find Out (We’re All Doing It!)
The Steps to Get Your CRM Set Up
Training
Troubleshoot
Tweaking
What Tech Should Our Firm Be Using?
So you’ve heard about this CRM thing, you might even have one, but for some reason, you can’t quite figure out how to turn it into the magic wand everyone’s promised. Well, creating a magic wand might be a stretch, but we can tell you this: Efficiency isn't just a buzzword—it's the lifeblood of a thriving practice. Imagine a world where every interaction is leveraged to its fullest potential, where no lead slips through the cracks, and your firm has a harmonious blend of precision and pace. That's not just a daydream, it's the power of a robust tech stack that’s tailored for the dynamic world of business (and that’s sorta like a magic wand if you use it right).
You can maximize your firm’s potential with powerful tech like:
Call Tracking tools like CallRail, Website Tracking platforms like HotJar, and Custom Forms that streamline information flow digitally to remember clients, auto-fill details, and enhance communication between leads and your team.
You can also integrate Calendaring Assistance services like Calendly or Acuity with your CRM for seamless scheduling, program an E-Signature, or use a Messaging Service to automate email and SMS messages for efficient communication, amplifying your reach.
Setting up a systemized process for Case Management, time and billing, and document generation will help guide clients seamlessly through your process. And certainly don’t forget to utilize Reporting tools to transform successes and lessons into actionable insights.
What Exactly Is A CRM?
Still using Google Sheets for leads? A Client Relationship Manager (CRM) isn't just a tool — it's your firm’s powerhouse for strategic client engagement. Whether it's Lawmatics, Clio Grow, or giants like Salesforce, Hubspot, or ActiveCampaign, a CRM transforms raw data into personalized experiences, beyond mere storage.
The Real Purpose Is To Leverage Data for Relationships
Segment your audience skillfully to tailor communication. Analyze engagement rates to grade lead source quality. This personalized approach sharpens ad targeting, giving your firm an analytical and strategic edge.
Maximizing Your CRM Requires A Customized Approach
Identify your firm's unique needs to find a CRM that aligns with your objectives. Look for integrations to fill any gaps. The goal is to find a CRM that grows and adapts with your firm.
How Much Will This Thing Cost You?
Adopting a CRM comes with costs, from subscription fees to build team expenses. Despite the investment, it's not an expense; it's an investment in your firm's future, especially if you rely on relationships and referrals. That being said, it’s crucial to maximize the efficiency of your CRM to get the best bang for your buck.
What Is the Expected ROI?
Set realistic expectations for ROI. The value correlates with detailed client profiles and dynamic automations. A system with tailored approaches yields a higher return. So simply put, it takes a skilled and knowledgeable approach to building a CRM to make it effective for your firm.
Great, But… How Do I Know What I Need In My CRM?
Beginning the digital transformation of your law firm doesn't have to be overwhelming. Let's break down the process of planning automations and workflows in a strategic yet straightforward manner.
Before You Dive In:
Ensure your chosen CRM aligns with your firm's goals and capabilities. This step is more than a tech check — it's a strategy to avoid future frustration and wasted time.
Step 1: Charting the Course:
Visualize the client journey from initial contact to closure. This clarity forms the backbone of a personalized client experience, helping plan the necessary steps for each stage.
Step 2: Automating the Journey:
List automations that propel matters from one stage to the next, focusing on both 'action' and 'reaction' automations. This keeps the case moving without manual nudges, ensuring a seamless process.
Step 3: Engagement At The Destination:
Plan automations at each stage, from follow-up emails to document reminders. Consider exit conditions to avoid unnecessary follow-ups based on completed stages.
Step 4: Planning Entry and Exit:
Identify triggers and conditions halting automations. Set rules and boundaries to ensure timely and relevant client interactions, avoiding repetitive reminders and future complications.
Step 5: Bridging the Gaps:
Anticipate '1% chance' events to prevent rare instances from becoming roadblocks. Craft a safety net that accounts for unexpected circumstances, creating a robust system.
Step 6: Actions In-Between:
Determine the frequency and intensity of follow-ups, balancing persistence and patience. Strive for a delicate dance that values clients without overwhelming them.
Step 7: Crafting Future Conversations:
Write tailored, stage-specific communication that reflects your firm's ethos and empathy. Avoid a "salesy" tone and account for all variables to ensure genuine connections.
Step 8: Building (and Refining):
Construct your automations using a blueprint, utilizing tools like Zapier for multiple platforms. Remember, this is a living system that requires ongoing attention and adaptation as part of your commitment to perpetual improvement.
Trust The Process (But Build It First)
Crafting the perfect client intake process for your law firm is an art, blending efficiency and a personal touch. With the right CRM and stages, you can captivate potential clients and boost your team's performance. Let's dive into the concise breakdown of stages you may want to implement:
Lead In: Welcome potential clients and deploy tasks for your team.
Did Not Respond: Keep the dialogue alive with automated follow-ups for unanswered calls.
Qualifying Call Complete: Identify leads needing more time, those not the right fit, or those needing a nudge.
Consultation Scheduled: Ensure a seamless consultation with automated reminders and pre-filled internal forms.
Reschedule Consultation: Plan B for rescheduled consultations, keeping valuable clients engaged.
Consultation Complete: Post-consultation stage to maintain momentum, nurture leads, or prepare engagement agreements.
Engagement Agreement Sent: Set the tone for the relationship with an easy trigger and automatic follow-ups.
Initial Invoice Sent: Lay out financial commitments clearly, plan for follow-ups, and consider next steps if unpaid.
Hired: Welcome new clients, kick off the real relationship with onboarding questionnaires or guides.
Nuances and Customization: Each law firm has unique processes, and workflows should reflect your firm's identity, whether contingency or retainer-based.
Of course, every law firm is different and its needs are unique. It’s up to you or whoever builds your CRM to determine what would be the most effective messaging strategy to capture and retain leads at your firm.
Don’t Forget To Track That Shit
In the dynamic realm of law, victory is measured not just in battles won but in the strategic insights derived from data. Your law firm's pulse lies in Key Performance Indicators (KPIs), and your Client Relationship Manager (CRM) is the key to unlocking their growth potential. So what are some of the things you need to track?
Sales Cycle Reporting: Visualize your client's journey as a roadmap with critical checkpoints. Track the percentage of leads converting into consultations and signed agreements. Don't forget non-qualified leads; understanding why they don't progress is vital.
Lead Source Performance: Dive into the quality of leads by breaking down sales cycle KPIs based on lead sources. Flashy advertising metrics should translate into meaningful consultations and agreements.
Referrals In and Out: Referrals are the currency of the law firm economy. Monitor your referral sources for business and relationships. Review the success of referrals sent out and the sales cycle of those received.
Sales Performance: Evaluate individual growth within your sales team by assessing consultations scheduled and agreements sealed. KPIs here are narratives of personal growth aligning with your firm's vision.
Financial Performance: Look into ad spend, potential revenue, closed sales, and billed revenue. Align projected revenue with actual billings to navigate economic waves effectively.
Strategic KPI Tracking: Transform reporting from Achilles' heel to growth catalyst. Schedule a strategy session to craft the reporting and systems needed to turn data into smarter actions. Let your KPIs evolve with your firm, staying on the forefront of performance.
Don’t Underestimate The Impact
Your law firm's marketing journey, as diverse as the matters you handle, can be effectively tracked with a robust CRM. In other words, a CRM that’s been well-built with all of the right details in place.
Advertising is a crucial aspect of your law firm's marketing strategy, and key metrics like impressions, clicks, and conversions should be your guiding stars. To maximize the impact of your advertising campaigns, sync your CRM with them to gain actionable insights and enhance the effectiveness of your outreach efforts.
Events play a significant role in engaging with your audience beyond mere headcount. Dive into the pre- and post-event engagement data to understand which events resonate the most. This insightful information helps you forecast and plan future gatherings, ensuring that your events are well-received and successful.
Referrals are a valuable currency in the law firm economy, representing trust, personal connections, and mutual benefit. Track referrals as transactions within your CRM to streamline the process. Automate referral processes and follow-ups to build bridges, fostering reciprocal trust and creating pathways for continued collaboration.
Email engagement is a dynamic component of your marketing strategy. Keep a close eye on the rhythm of email interactions and adjust your approach until each message resonates perfectly with your audience. This adaptability ensures that your communication strategy remains effective and impactful.
Recognize that your law firm's services are interconnected, forming an archipelago of offerings. Utilize your CRM as a map to reveal opportunities for cross-promotion between services. This strategic approach guides clients seamlessly from one service to the next, maximizing their engagement with your firm.
To stay ahead in the ever-evolving landscape of marketing, set up the necessary tracking and reporting mechanisms. Equip your firm with the gears needed to make sense of current and future marketing efforts. Embrace each new tactic as a step into the unknown, and ensure you have the right gear to chart the course for your firm's success.
Fuck Around And Find Out (Training Your Team To Implement It)
Staying ahead in the digital age isn't just about having cutting-edge technology — it's about using it effectively. Your law firm's Client Relationship Manager (CRM) is a powerful tool, but the challenge lies in training your staff to use it to its full potential.
Visualize with Flow Charts:
Start by presenting a flow chart that maps the client's journey from initial contact to case closure. This visual tool helps your team understand their roles, fostering a clear understanding of how each action contributes to the client experience and case outcomes.
Know Their Tasks in Context:
Ensure your team understands not only their tasks but also the broader context. By delineating what happens before and after their input, staff members can see how their actions fit into the larger process, enhancing client interactions.
Practice Makes Perfect:
Encourage hands-on engagement with the CRM. Urge your team to experiment and explore its features. This practical approach builds confidence and competence, preparing them for any scenario.
Encourage Feedback:
Create an environment where feedback is valued. Provide a platform for your team to contribute observations and suggestions, recognizing that your CRM is a dynamic tool that benefits from continuous improvement.
Continuous Learning:
To stay ahead of the curve, education should never stop at the basics. Provide continuous learning opportunities for your team to unearth the full potential of CRM and automation, keeping your firm at the forefront of legal tech.
Investing in a CRM is just the beginning. To truly reap the benefits, invest equally in your team's ability to utilize it.
CRMs Don’t Just Email And Text People
Your Client Relationship Manager (CRM) is more than a sales intake tool — it's the Swiss Army knife in your digital toolkit, ready to unlock its full potential. Beyond sales, your CRM serves as the central nervous system, offering opportunities for relationship-building, insights, and streamlined operations.
Collect Reviews and Feedback:
Implement automated processes to gather client feedback at milestones. Trigger review requests after case closures or meaningful interactions. This continuous feedback loop can transform your business and even boost Google reviews.
Nurture Contacts Beyond Clients:
Utilize your CRM for networking by categorizing contacts like fellow attorneys and referral partners. Automate relationship nurturing to stay top of mind without manual follow-ups, serving as your 24/7 automated assistant.
Book Guests for Content Creation:
Simplify collaboration with your CRM by scheduling guests for podcasts and providing promotional assets for content creation. Create a seamless experience that turns collaborators into brand ambassadors, expanding your reach.
Get Creative:
Harness the flexibility of your CRM with customizable fields and triggers for automated actions. Manage events, increase engagement, or support case management—your CRM's potential is limited only by your imagination.
Your CRM is a team member tirelessly keeping your firm connected, informed, and ahead of the curve. If you're only using it for sales intake, you're just scratching the surface. With a lot of time, effort, and hard work, you can create a system that’s as ambitious as your firm.
Your Business Changes, Why Wouldn’t Your Systems?
Maintaining a robust client engagement strategy requires ongoing attention to your Client Relationship Manager (CRM). It's not a one-time setup but a dynamic tool that thrives on fine-tuning. Here are key tasks to keep it running smoothly:
Refine Email and SMS Engagement:
Use A/B testing to optimize communication.
Measure engagement rates to enhance messaging effectiveness.
Keep The Sales Cycle Going:
Analyze nurture campaigns for extended lead-to-client conversion.
Adjust messaging based on performance insights.
Check Your Tech:
Ensure call-to-actions work flawlessly.
Prevent technical hiccups when potential clients reach out.
Audit Your Activity Logs:
Ensure your firm's promises are upheld at every automated step.
Run Rehearsals on Event Automations:
Schedule mock events to ensure desired outcomes.
Improve client experience and build team confidence.
Monitoring and Enhancing Your Reporting:
Regularly review KPIs for accurate insights.
Seek additional metrics for a clearer path to success.
Keeping Your System Refined:
Tinker with CRM strategies, such as consultation types and intake forms.
Small adjustments can significantly improve client acquisition and retention.
Maintaining a Pristine Contact List:
Regularly scrub your contact list for better engagement and deliverability.
Ensure communication channels stay clear and your reputation remains intact.
Be proactive in CRM maintenance. It’s essential to continuously nurture client relationships and ensure seamless law firm operations with the assistance of your CRM. When managed well, it can be a helping hand that frees you up to let you focus on running your firm effectively.
Sounds Like A Lot Of Work, Right?
That’s because it is. Building a good CRM is a lot of work and requires a solid team of well-versed professionals to craft. That’s where LegalEase comes in.
We know that not every attorney or firm is built the same. So, just like a custom-tailored suit, we develop detailed and custom solutions that are built to fit your firm. By doing this, we ensure your needs are met. That way you get back more of what you need most: TIME.
LegalEase has helped over 100 law firms to step into the future if legal tech and maximize their lead capturing potential. We don’t work with toothpaste brands, toy companies, or anything besides law firms. Potential clients go to your firm for a specific legal need, so it stands to reason that you should bring your business to a marketing agency that focuses on the specific needs of your firm. At your firm, you put your clients first. At LegalEase, we put you first. Everything we create for you is yours and yours alone.
Still not sure? Let’s talk about it. Hop on a call with us and we’ll figure out what we can do to make sure your firm is maximizing your potential to capture and retain leads.
