In our second blog Sarah considers the difference between call handling and enquiry handling and how we might effectively train staff and measure success when it comes to new customers.
There is a very important difference between call handling and enquiry handling. And in many ways the two require very different skill sets.
In our previous blog we discussed how instilling a sense of purpose into call handlers was critical to their effectiveness; whether it be in terms of speed of answering, or a more dogmatic approach to what to say.
Enquiry handling requires the same courteous, polite and professional manner, however there is an onus on the individual to be more creative, to think on their feet, to be more persuasive, and in a lot of ways to be more knowledgeable in order to win the new business.
When it comes to measuring success, the simplest measure is to look at the number of enquiries handling compared to the number of new clients.
While this is an overall measure of success, it neglects the nuances of enquiry handling and doesn’t provide any real steer on how to improve it. When looking at any measure of call success you might consider 6 key elements:
Initial conversation: How helpful were reception if relevant, how many times you were put on hold and how long for? Was the person quoting you friendly, introduce themselves, ask for your name etc?
Rapport Building: Was there any effort to build rapport as this will help the enquirer remember the quote and differentiate the call from others.
Transactional Questions: Was the call handling asking the questions we need to provide an accurate quote. Did the enquiry handler use legal jargon or fail to explain certain phrases? Was there any explanation about the questions and the importance of accurate answers?
Process, Value & Cost: Did the enquiry handler explain the conveyancing process and the benefits of your service, explain the costs. Was it clear which were the legal fees, disbursements and other fees which will be incurred regardless of the solicitor (e.g. SDLT)
Asking for Work: Did the enquiry handler ask for the work? Was there any attempt to discuss the quotation further?
If you can generate more new business from your existing enquiries what would that mean for your business?
Or, to put it another way, what if without increasing spend, you could increase revenue?
Find out how effective your firm is at call handling and enquiry handling. For an independent and comprehensive assessment or to learn more about how The Move Exchange can support your business in the all-important job of enquiry handling and conversion to new instructions speak to us today.
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 Family Lawyer. The views expressed in this article are those of the submitter and not those of Today’s Family Lawyer.
