How To Attract Clients Without Hard Selling

Effective Practice Growth Strategies For Intellectual Property Lawyers, By Eria Odhuba

Why Multi-Step Campaigns Are Essential To Get More IP Legal Services Leads

How often do you buy something immediately after seeing an advert? If you are like the majority of people in the world, then you would agree that you rarely do. However, that does not mean that you would not be interested in the same product or service a few months down the line.

As an Intellectual Property legal services professional, you have to contact prospects many times if you want more sales. The key to this is making sure you understand what your prospects really want. Each contact you make with the prospect should increasingly give them confidence about your ability to take away their fears and frustrations.

This does not give you an excuse to send out poorly designed sales letters, emails, postcards or faxes.

You have to use direct response marketing techniques to excite your prospects, get their feedback and give them the information they need.

It takes approximately 7 contacts to make the average sale. Most businesses stop at 2 or 3. The key reasons for this are the use of poor marketing metrics, a focus on selling as soon as they have a prospect’s contact details and the impatience to take time to understand what their target niche really needs.

You also need to look at using various means to get to your prospects. To increase your chances of success, make sure you know where your prospects look for information and use the same channels to educate them on how to solve their problems.

Even if the Internet is gaining popularity, don’t forget the power of great sales letters, postcards or faxes to get people moving through your sales funnel.

For many businesses, there is a change in mindset that is required. If you think this is something you have to change within your business, don’t forget the need to think long-term in terms of relationship building. This will give you the opportunity to sift out unwanted prospects and focus on those that could potentially end up as high-quality clients.

The Magneto Effect helps IP legal services businesses create effective multi-step campaigns that build relationships with prospects and get them to a stage where they ask for services.  For now though, look at what you currently do in your business and the opportunities you may have lost because you stopped keeping in touch with your prospects.

If you want, think of what I have said as watering a plant – give it enough water when necessary, then watch it grow and produce flowers. Not too much water, not too little water…just enough!

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