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First Offline Client - Maybe

by rseigel
6 replies
Hey all,

So....I managed to get a meeting with the office manager of a semi-largish law firm here locally (17 attorneys and growing). She reached out to me - meeting went extremely well.

I can handle the proposal part (Adwords, Social Media and existing blog).

Here's the thing....

They've now twice had outside companies come in, sell them on an Adwords campaign and then proceed to send all the traffic to their home page with ZERO way to track it. Clearly a stupid approach.

Obviously I'm going to be pitching landing pages, phone call tracking, and more.

What I really need to do is get them to do a pilot. She has the ability to take some money out of another budget to make this happen and seems to be willing to do so. She's very sharp and realizes that the only thing that matters here is the ROI. Budget will not be a concern if I can show that. So far so good...

I'm looking for an angle to ensure that she goes for the pilot.

Is it enough to point out the mistakes of the past companies and give the solution? Or, is there more I should be looking at?

Just hoping for some ideas from those here that have been there and done that.

Thanks.
#client #offline
  • Profile picture of the author fasteasysuccess
    There's a lot of ways, but the easiest way in your situation, since already spoke with her (and hopefully asked exactly what other companies did that failed or caused them to get rid of), when go back or present tp them immediately discuss the advantages of doing it your "way" since do x y z versus what they tried with others.

    How they will see trackable results and the return on investment in x amount of time. You do everything-no hassles for them. Then present that you want them to see how well it works for them by just starting with a pilot run, then can discuss ongoing relationship from there.

    You already had the meeting and you said she seemed all set, but I would highly suggest making sure she really is the decision maker versus someone she needs to run this by and if others because by your post it doesn't seem like she is really in charge so get the decision makers all in room at same time.
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    • Profile picture of the author savidge4
      you want to ensure that things are done right? you say its this way or not at all. If she starts to waiver in the slightest ask her how many court cases she has had in her career and then ask how many has she won. You want the same thing, to know the results at the end of the day. ( Yes I have used this specifically with an Attorney client - and it got them back on track )

      What I have found with Attorneys in particular is they are very set in how they do things. There is always more than one hand controlling the purse strings with this stuff. You may go in and shut a term down ( usually "<insert specialty> Lawyer" to be more precise ), and the next day see it has been turned back on. You go to your point of contact and they have this "What are you talking about" look on their face... and then it comes out.. "Oh Bill might have done that..." ( Imagine finding out there are 6 people with the password to adwords.. and finding out 1 at a time )

      You just have to be very matter of fact. Its getting tracked, or I am not doing this. This is how I track these things... landing pages... phone tracking etc. "The difference between winning and losing in PPC is in these steps. Its like knowing what the jury is thinking as you are in the middle of the case, so that you may present evidence and arguments to persuade them in your favor and win the case." ( I have used this one as well )
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      Success is an ACT not an idea
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      • Profile picture of the author ewenmack
        Ron, by asking these following questions,
        you'll be...

        1 Getting them to clarify their goals

        2 Getting them to think if it's realistic

        3 Getting them to see if the time frame is realistic

        4 Getting them to see if they are geared up to measure
        your performance

        5 Getting them to re-set their buying criteria if it's
        out of whack.

        6 Decide if you wanna work with them if
        their expectations are way off and won't budge.

        So here they are...

        Mary,

        So that I can help you the best,
        I'd like to ask you some questions...
        is that ok?

        What is the outcome are you and the partners wanting?

        Why is it important to you and the partners?

        What do you believe has been stopping you getting that outcome?

        How will you measure this ideal outcome.

        What is in place to measure it?

        What do you think is a realistic time frame to reach it?

        Is there steps in between you'd like to measure?

        Is there a secondary outcome you'd like to achieve?

        END.

        Best,
        Doctor E. Vile
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  • Profile picture of the author Oziboomer
    Originally Posted by rseigel View Post

    I'm looking for an angle to ensure that she goes for the pilot.

    Just hoping for some ideas from those here that have been there and done that.
    Apart from the great advice in regards to getting to their goals and resetting their buying criteria which I wholeheartedly support I would suggest you also explain retargeting and segmenting their traffic into useable lists.

    Point out that a prospect seeking a particular solution can be identified by their behaviour and that they can leverage their content to identify that behaviour.

    Landing pages are one thing but creating self segmenting is one key that can be measured and targeted through both content and messaging.

    Best of luck.
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  • Profile picture of the author JaySG
    The point here to get the deal is to make them clear that you understand their goals and you can generate a ROI. If that is the case make an irresistible offer: Make them test drive your approach. If you communicate with confidence that you know what are their objectives, you point out the competitors mistakes and how that will cost them money and offer them an irresistible offer it will be a no brainer for them to give you the money.
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  • Profile picture of the author bizgrower
    Totally agree with all of the fine advice above.

    Besides trackable efforts and results, perhaps you can improve their marketing plan
    by suggesting and reaching new markets for them. This would be a longer term strategy
    as it would involve knowing their abilities and could involve their recruiting an attorney,
    or attorneys, with the needed skill set and experience.

    Is the office manager an attorney? A firm that size will have a managing partner or partners.
    I'm guessing that you might deal with her initially and then the managing partner(s).

    When you do present to attorneys, keep in mind that they respect strength and confidence
    and good evidence. That's the world they train in and work in - especially if they are litigants.

    As it is a heavily regulated business, make sure you don't do anything that puts them at risk.
    (I'm assuming that the USA and Canada are similar in this aspect.)


    Dan
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    "If you think you're the smartest person in the room, then you're probably in the wrong room."

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