Focus On Quote Conversion to Grow Your Business

At the Minerva 'Grow Your Business Conference' 2024 Clare Yates MNAEA delivered a powerful talk and gave some key advice on providing an exceptional client experience, maximising the benefits of a new business department, and establishing a lifelong, trusted relationship with clients.

1. Creating a great client experience

• First impressions matter: A client’s initial contact with the law firm is crucial. Every detail, from how quickly calls are answered to the tone of interactions, sets the stage for a lasting impression.

• Dedicated reception and new business team: A skilled team should be assigned specifically to handle inquiries and provide quotes to ensure a seamless, welcoming experience without overloading fee earners.

• Client-centric conversations: Beyond standard procedures, law firms should engage clients by asking open-ended questions like “What’s the plan?” to understand their motivations and build rapport.

• Explain value clearly: Help clients understand the benefits they receive for the fees they pay, reinforcing that higher fees may offer a better, faster service than cheaper options.

2. The value of a new business department

• Red carpet service: This department should create a strong first impression, acting as knowledgeable, client-focused gatekeepers who give clients a sense of value and expertise from the start.

• Rapport building and detailed questioning: The new business team should be adept at asking relevant questions, explaining quotes, and directly requesting instructions to proceed. They are responsible for making clients feel understood and valued.

• Conversion and follow-up: Success lies in ensuring clients are nurtured throughout the inquiry process, with scheduled follow-ups that confirm the law firm’s commitment to their needs.

3. Remembering why clients choose a law firm

• Handling sensitive scenarios: Conveyancing is often triggered by significant life changes, including divorce, debt, or death. It’s vital for the team to approach these situations with empathy and patience.

• Educating clients on legal jargon: Clients may not understand legal terms (e.g., “conveyancing”) and may feel uncertain. Addressing these knowledge gaps early builds trust and reduces client confusion.

• Sources of business referrals: Asking “Who recommended us to you?” provides insights into where referrals are coming from, enhancing marketing strategies and emphasising client satisfaction and word-of-mouth.

4. Law firms as trusted advisors for life

• Onboarding with care: The handover from the new business team to legal teams should be smooth and welcoming, setting clients up for a confident and informed experience.

• Highlight the firm’s value beyond price: Rather than focusing solely on fees, law firms should communicate the value of their expertise, reliability, and the comprehensive service they offer.

• Consistency in communication: Each client should feel that they have dedicated support throughout their case, with their needs consistently met by a cohesive, communicative team.

• Encouraging recommendations and repeat business: When clients have a positive, smooth experience, they are more likely to return and recommend the firm to others. Engaged, satisfied clients become advocates and a source of growth for the firm.

Clare Yates’ insights on client experience and relationship-building tie directly to the ‘Always Be Closing’ mindset.? 

By setting a strong first impression and maintaining open, client-centred conversations, law firms move clients naturally toward a decision.? 

Dedicated follow-ups and clear value explanations help secure the close, transforming enquiries into loyal, long-term clients.        

Do you want more clients without increasing your marketing spend??

Book an introductory call to find out how Minerva help you grow your law firm.

The Minerva Team

[email protected]

01604 312 146