I always have a keen interest in conducting business in a way that puts you first and enhances your experience with the office. The first contact many clients have is the call to speak to my secretary, Debra. I have long wanted someone to secretly shop the office and report their impressions following first contact with Balena Law Firm LLC.
This past May I attended the 25th NACBA convention. This the National Association of Consumer Bankruptcy Attorneys. The convention has its share of vendors hawking products. One vendor is the Rainmaker Institute. I have known and respected this marketing company for some time. They offered convention attendees an opportunity to have one of their specialists call their office and rank the reception experience on known success factors. Scoring is 0 to 10 points. I was selected for one of the calls. I found a pro secret shopper.
The following is a summary of what they consider components of a powerful client experience and Debra’s score for each:
- Stated the name of the firm. 10
- Told the caller their name. 10
- Asked the caller for their name. 10
- Asked the caller for their number 10
- Asked the caller for their email. 10
- The individual knew the web address when asked. 0
- Showed empathy, compassion and built rapport. 10
- Expressed that the firm had expertise in that area of law. 10
- Proactively answered, “Why should I hire you?” 10
- Expressed thanks to the caller for calling the firm. 10
Following the scoring, they sat down with each attorney to review the criteria. They then asked what I thought the score might be. I guessed between 40 and 50. Debra scored 90 out of 100 possible points. She was one of only two to score that high. In fairness to Deb I consider item 6 to be a trick question. All my marketing is online. The only callers who don’t have my site open when they call are word-of-mouth referrals. The shopper wouldn’t know that.
I wondered about the best way to break this news to her upon my return. I called Deb into my office which is something I rarely do. She immediately wondered what was wrong. I told her about the secret shopper. I pulled out a copy of her score sheet and went over it with her. I gave her the sheet. I then reached behind me and presented her an orchid and a big gift card for one of her favorite restaurants.
It is rare that a client does not tell me sometime during the first appointment that they love Deb. She puts them at ease immediately and makes them glad they chose to call Balena Law Firm. As you can see there is a whole psychological process to connection with a potential client like you. I never trained Deb on these things. This is her. She is a genuine, nice person who cares for you and the issues you are facing. If you are looking for a bankruptcy law firm that cares, call and experience the connection with the woman who got an A not knowing she was taking a test.
Deb earned one of the two highest scores. There was one very low score. That receptionist ranked 10 out of 100 points. When asked “why should I hire you?” She replied, “I wouldn’t if I was you. I just started working here and I can tell you he doesn’t know what he’s doing.” Receptionists can often be sources of very honest and useful information.