Pre-Sell Your Prospects with a Killer Pre-Meeting Package
I’m writing to you this week from the high-level mastermind I participate in with my coach and 9 other 7-figure business owners. We each paid a huge amount of money to participate in this group and it was worth it, not simply because of the coaching, but because for each of us it was a massive commitment to our own business growth.
Plus, it’s amazing how much motivation, creativity and ideas one person can walk away with simply by participating in an intense mastermind group with like-minded business owners (which is exactly why I’ve invited you at no-charge to the bootcamp Dave and I are hosting in LA this October).
It was really difficult for me to hire my first coach. That was almost 8 years ago now and I thought “I just spent three years in law school and graduated first in my class, how could a coach possibly help me?” Fortunately, I got over that and realized that I had some blocks that were holding me back from living the life I truly wanted to have and I’d never be able to see those blocks and break through them if I didn’t hire a coach. 8 years later with two million dollar businesses under my belt, I can honestly say hiring that first coach was one of the best decisions I ever made.
On that note, I’m about to give you some quick and dirty coaching lessons on pre-selling prospects before they ever make it into your office. When you get this client engagement technique down, you’ll immediately stop the no-shows and see a big impact on your bottom line.
This week’s Law Business Briefing Memorandum Explains…..
Power to the People (and your dream law business),
Alexis
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Law Business Revolution Weekly Briefing Memorandum
Pre-Sell Your Prospects with a Killer Pre-Meeting Package
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Someone calls your office and schedules an appointment to meet with you, then what?
If you’re like most lawyers, nothing happens, that’s what. Your secretary simply blocks the time on your calendar and you sit back and wait. If that’s the case, you are missing a primo opportunity to pre-sell your prospects before they even ever sit down with you, making it far more likely they’ll write you a check when they do make it into your office.
What you want to do instead of nothing is send out a killer pre-meeting package (PMP) that will wow your prospects before they even step foot in your door.
Now, one thing to note – I personally only send out the PMP to people who have made an appointment to come into the office and meet with me. There are lawyers who send their PMP out and then set the appointment. This strategy did not work for me when I tried it. I found myself sending out a lot of PMPs and not getting the appointments made.
The most difficult part of sending out a well-structured PMP is putting your very first one together. So to make sure you’re doing things right, you’ll want your package to include the following:
1. A professional Linen Folder- Don’t settle for something cheap and flimsy to package your materials. Understand that a good, quality folder shows the prospect that you really care about them and their relationship with your firm. You can even go one step further and order a custom linen folder with your logo on the front for best results.
2. Credibility Boosters- You’ll want to stuff your folder with plenty of information designed to boost your credibility and convince your prospect that you are the absolute best person to work with them before they ever set foot in your firm. Credibility may include articles that have been written about you, interviews on CD, press releases, a copy of your book or other “press materials” and if your State bar rules allow it, a sheet of testimonials by former happy clients. It’s likely you don’t have these things already, but everything I’ve listed can be easily created within three months from now, so get started.
3. Pre-Meeting Homework - Your package should include some form of interactive paperwork that your prospect must complete and return before their meeting. Not only will this help you come to the meeting prepared to serve your prospects with the information they need to say yes to you, but by taking action before the meeting, your prospects are more likely to say yes when they make it in.
4. Firm Story- Your folder must include at least one document that conveys your firm story and why you are different from everyone else in town. This is really the clincher of the PMP and something you should spend time getting right (and if you’re totally lost on how to develop a firm story, stay tuned because we’ll be covering this in the weeks to come).
5. Fee Information – This can be controversial, but you’ll absolutely want to provide some information about your fees and how they are determined. No one likes surprises and most people don’t trust lawyers to begin with. The more you can communicate directly and not hide the ball, the more prospects will trust you and make it in to their meeting.
6. Humanized bios of you and your staff- While it’s great to convey how just how smart you are and how many awards you’ve earned as a lawyer, you also want your bio to be personal so the prospect feels like they “know” you and your team on a much deeper level. People do business with people they know, like and trust. You have to convey who you are, not simply where you went to law school and the awards you won, for this to happen.
Finally, to finish things off, you’ll want to mail your PMP in a USPS priority mailer so it looks and feels “important” and doesn’t get tossed aside as junk mail. I can’t think of anyone that ignores a priority mailer sent to their house, so it’s in your best interest to spring for this final touch.
No matter what type of law you practice, make a commitment to design a PMP for your firm within the next 30 days. Then, send this package out to every prospect who requests an appointment with you and continue to record your results. If done right, you should see a nice increase in your bottom line over the weeks and months to come!
