It is well-known that lawyers have a notorious reputation for being quite expensive. So, when people search online for a lawyer, they have money on their minds. Almost one-half of those surfing the internet say free consultation is vital to them when choosing an attorney. With that in mind, lawyers must ask themselves: Why is a free consultation that important? And, what do possible clients expect from it?
A 2018 study about the criteria clients use when selecting an attorney says 48% of respondents suggested that free consultations are important. The second thing more important is the practice field, which matters to 58% of those surveyed. Providing free consultations engages the prospective client so figuring out how to feasibly provide value is the key.
Getting to Know Each Other
Soft skills – Front desk friendliness and response time do matter to some, but not all, consumers. A survey groups clients into one of two categories:
- Those whose connection with their attorney is purely transactional.
- Those who require emotional support from their attorney throughout the process.
Regardless of which category they fall in, clients need more than bare online screening to assess soft skills. Clients are unable to rate these things without actually communicating with a lawyer or/and office staff.
Therefore, some consumers may rely on other online reviews to collect information, while most expect to determine after the first meeting or phone consultation if the lawyer is a good choice for them.
A 2019 survey found that soft skills might include personality fit, support, empathy, understanding, and customer service. Whether or not a lawyer is easy to talk to falls into this category.
Separating the Free Consultation From the Initial Intake
Ideally, every free consultation should lead to a paid meeting in which the consumer becomes a client discussing details in the case and conclusion of the engagement letter.
According to lawyers from Baumgartner Law Firm, the rest of the details covered at this stage of the process are beyond the free arena. If attorneys communicate effectively in their initial meeting, their new clients may show up with a check.
Making Free Consultations Work
Lawyers often assume that free consultations will give them a 100% conversion rate. Some potential clients will find that an attorney’s personality does not go well with theirs. Oftentimes a potential client will be lawyer shopping and looking for an attorney who tells them what they want to hear.
But that’s not necessarily something negative as many lawyers do not want to do business with potential clients who have unrealistic expectations as to cost or potential results. So rather than looking at it as a negative demand to give away precious time, the attorney should consider it a weeding out process of their own.
Consumers do have options, a lot of them we can say. For this reason, identifying their objectives ahead in the process is imperative. Although one attorney free consultation may differ considerably from others, the legal consumer generally shows up with a specific goal in mind.