Here are our top five steps to winning more business from existing enquiries.
Build Rapport
First and foremost… pick up the phone! In a digital age the telephone is still the most effective way to win new business. Remember, for most people purchasing a property will be the single largest expense they will ever make. You’ll approach the enquirer in a slightly different way, whether they be a first-time buyer or seasoned investor, but the important thing to remember is to strike up a conversation and build that rapport and relationship early.
Set a Robust Agenda
Firstly, make sure the enquirer is happy to continue the call. You should be reassuring at all times and advise that to fully cover the ins and outs of the quotation it might take a few minutes. If the call feels rushed, it might be worth considering calling back at a time when the enquirer is able to give their fuller attention.
Setting an agenda to the call will enable you to set expectations early and start the process of providing your enquirer with information to enable them to make a decision that is not purely based on price. While the impulse to tell them everything about why they should use you will be strong, it’s important at the point not to go into “sales mode” and reel off a list of reasons to use you. Tell them that the call will be used to obtain some background details, reassure them about the process and give them clarity about the price
Transactional Questions
This is where you need to get into the nitty gritty in order to provide an accurate quotation for the work. It’s important at this stage not to go into “interrogation mode” and start firing questions at your prospective customer. Explain how the answers to these questions will influence the cost of the work due to the differing levels of legal work required (for examples, Help To Buy/ Leasehold property etc). It’s always useful to give examples when asking questions, and draw on your own experiences to provide reassurance. Speak in a friendly tone, using language that the enquirer can understand, avoid jargon and keep questions simple.
Explain the Process, Value & Cost
This is a key part of the process… this is what your prospective customer has been waiting for. All your efforts building a rapport and establishing a relationship can be undone at this point if you’re not too careful. By this point you should know a little more about your potential customer and the motivation for the move, use this information to your advantage.
Really major on your value proposition, and what your customer is getting for the price. What are your selling points? Are you local with an intimate knowledge of the area or national with dedicated support throughout the process? Do you complete within a certain number of weeks on most transactions? Do you provide regular updates by email/app etc.
Importantly make sure you do exactly what you say and follow up, by email and by phone.
Ask for the work
Finally, the most important part of the whole call… asking for the work. It’s almost ridiculous to think that a lot of firms will go through steps 1-4 without then asking a direct question about being instructed. Are we scared of the answer? What’s the worst that’s going to happen? Here is where you can imbue your enquirer with confidence in being certain you can provide the customer with excellent service leading to the closing question.
Missed our blog on ‘how to swing the odds in your favour’ click here.
As Client Relationship Manager, Sarah plays a key role in helping our customers maximise their investment in The Move Exchange. Sarah and her strong, business-minded team are committed to helping firms win and nurture new business leads and improve conversion rates.
Speak to her today to find out how The Move Exchange could work for you.
Email: Sarah.Brocklebank@PracticalVision.co.uk
Telephone: 0330 223 2913.
The Move Exchange is a quote and conversion service which helps law firms convert more business from existing enquirers, either as an entirely outsourced partner or as an overflow service. As a dedicated conversion specialist we have a strong track record of delivering significant increases in conversions rates for law firms and panel managers.
The Move Exchange is part of The Practical Vision Network, which include the award-winning cyber security suite Lawyer Checker, Solve Legal marketing solutions for law firms, and the Today’s publications.
This article was submitted to be published by The Move Exchange as part of their advertising agreement with Today’s Conveyancer. The views expressed in this article are those of the submitter and not those of Today’s Conveyancer.
