estate planning marketing

Connect With Us:

Sales First: The Key to Unlocking Growth for Estate Planning and Elder Law Firms

Posted On: April 23, 2024

By: Jennifer Goddard

Book A Discovery Call

Written by: Jennifer Goddard

Jennifer Goddard is CEO and co-founder of IMS. She has been at the helm of the agency since its start-up in 1995. Jennifer specializes in helping estate planning and elder lawyers grow 7-figure firms with digital marketing. Jennifer has a bachelor's degree in journalism from the University of Missouri-Columbia and a master's degree in business administration from Michigan State University.
Legal Sales

Today, I'm diving deep into a concept that could revolutionize the way you prioritize your business activities to achieve substantial growth.

The concept is "Fix This Next," developed by business author Mike Michalowicz. It's a method that helps business owners identify and focus on their most critical needs. One of the foundational ideas in Michalowicz’s approach is the "Business Priority Pyramid," which clarifies that the first thing most businesses should focus on is sales.

Why Sales Should Come First

Many of the attorneys I work with tend to jump directly into refining their internal systems and operations. While this is important, it's often premature. The truth is, those operational efficiencies only really matter when you have enough sales volume to warrant streamlining. For most growing firms, the initial and most pressing challenge is not in operations, but in generating sales—both through effective marketing to attract qualified leads and through a robust sales process to close clients at good fees.

Marketing: The Lead Generation Engine

Effective marketing is your lead generation engine. It’s about putting your firm in front of the right people with the right message at the right time. In today’s digital world, this means having a strong online presence—from your website and search engine optimization to your social media platforms and online reviews.

But it’s not just about being visible; it’s about being compelling. Your potential clients are looking for an expert they can trust with some of their most pressing legal issues. Your marketing must communicate not only your expertise but also the unique approach your firm takes to estate planning or elder law. Tell stories that resonate, share testimonials that build trust, and articulate clearly how you solve their specific problems.

Sales Process: Closing the Deal

Once your marketing strategies have brought prospects to your door, your sales process needs to convert them into paying clients. This is where many firms falter. A strong sales process is structured yet flexible enough to cater to the individual needs of prospective clients.

For those looking to refine their sales techniques, our Chief Growth Officer, James Campbell, leads our Total Sales Mastery program. James has nearly two decades of experience in legal sales, both teaching and refining sales processes for attorneys ranging from solo practitioners to larger firms. His insights and techniques have proven to dramatically increase closing rates and revenue.

Common Pitfalls to Avoid

  • Neglecting Follow-up: Often, lawyers fail to follow up with leads sufficiently. If someone expresses interest, don’t let them slip through the cracks. Persistent, polite follow-up is key to converting leads into clients.
  • Undervaluing Services: Don’t compete on price, compete on value. Lowering fees to attract more clients can undermine your firm’s perceived value. Instead, focus on clearly communicating the depth of your expertise and the specific benefits you provide.
  • Ignoring Client Feedback: Regular feedback can provide crucial insights into what’s working in your sales process and what isn’t. Use this feedback to make adjustments, enhance client satisfaction, and improve conversion rates.

Implementing the Sales-First Strategy

Implementing a sales-first strategy doesn’t mean ignoring other aspects of your business. It means prioritizing sales and marketing until they are effective enough to consistently bring in the volume of work needed to then justify focusing on efficiency and scaling operations. This strategic prioritization aligns with Michalowicz’s "Business Priority Pyramid" and ensures that you are building on a solid foundation of revenue and client engagement.

Wrapping Up

As you consider the path forward, remember that focusing on sales and marketing first provides the fuel your firm needs to reach and serve more clients effectively. Once these areas are robust and delivering consistent results, you can then turn your attention to optimizing other areas of your practice.

If you're ready to put sales first and ignite your firm’s growth, let’s get started. Remember, in the realm of legal services, your ability to attract and close clients effectively is as crucial as your legal expertise. Let’s make sure your firm not only survives but thrives in the competitive landscape of estate planning and elder law.

Thank you for joining me in this exploration of "Fix This Next" and how it applies to your legal practice. For more insights and assistance in marketing your firm, don’t hesitate to reach out or visit our website. Together, we can make sure your firm stands out and succeeds.


Estate Planning and Elder Law Practice Growth Advisors

Book A Discovery Call
estate planning marketing
Lawmatics logoCallrail logoFlywheel logoClio logoGoHighLevel logo
Disclaimer: Growing a small law firm to six or seven figures (or more) is not easy. The journey is both challenging and exhilarating. At every step you may be tempted to quit. Those who succeed are committed, coach-able and resourceful. If that’s you, let’s talk.