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hey Gee have you ever decided not to buy something is it a real world example not a virtual example but have you ever decided not to buy something because the line at checkout was too long yes many times and in fact I recently decided not even to return something because the line of checkout was too long wow wow the customer service line was too long you're just like I'm gonna I was like I'm not even returning it the pink pillows they're just fantastic and that's why I'm like I'm like do they do that on purpose so I want to talk about I'm using that as a real world example but a problem that happens in legal intake which is this concept around sales velocity and sales velocity is fundamentally how quickly someone goes from lead to signed clients and the reason it's so important is what I just talked about the slower you are in going from I think I might want to buy this to actually purchasing something the less likely you are to a buy the thing at all or B buy it from whom you're initially talking to and so sales funnel velocity becomes really really important we break the funnel into a bunch of different steps we talk about leads which is a phone call form fill text or chat and then consultations right so we've we've we've taken the intake person has decided that we actually want to talk to you from the consultation you have what we call attorney qualified leads this is where a attorney has actually had that consultation and decided that this is a prospect that we actually want and then sign client right and the speed at which people move through that funnel has a very very high impact on the overall conversion rate of that funnel and yet ghee my gut is most lawyers well actually it's not my gut most lawyers don't know those numbers um most lawyers aren't paying attention to those numbers or thinking about those numbers at all and so just go to the classic managerial perspective if you don't measure it won't get done how many of your clients do you know are thinking about sales velocity uh not as sales velocity but um and I'm going to pick a fight with you go um wow I think this is a friendly you were just mean to the conferences and now you're being mean to me yeah all right no it's not uh no I'm I'm yeah per usual agree with you on many many of these things so if we're talking about how can we improve responsiveness um you know nurturing you know sales stuff that we taught that's like sales 101 stuff that you can do I think it's great and I think I think to your point which is like I think I don't want to put words in your mouth but it sounds like your big point is uh to be measuring these things and uh working on improving them and so you know if you've got if you've got a bad response rate 100 um if you're if your uh process is broken um you know if you're we would call it a pipeline I don't know if lawyers tend to use pipelines and saying some do but um if there's something going on in your pipeline that's causing a block awesome like we should be measuring that and managing it right in some contexts though and hiring a lawyer it's you you got to be careful not to walk the line of like okay this is and we're gonna talk about this with metrics but the metric to manage is increased sales funnel velocity but then oh in doing so conversion went down because now we're harassing people sure I so that's my only name no it it's a fair point I uh I was in Golden Colorado icelantic which is a small Ski manufacturer is headquartered in Golden Colorado their only retail shop is in Golden Colorado they had some amazing skis that I was interested in looking at and the guy there was just like you gotta buy these right now or they're gonna be gone they're gonna be gone by October man you gotta pull the trick and I walked out I was like dude I wanted to I want to learn about your skis um so that's my devil's advocacy I think you're 90 of are right and I think the big Point here like yeah lawyers aren't doing any of this they're certainly not measuring it right some um some are some some are I I will share with you for for my clients we do measure this and those steps in the funnel we're doing um from lead to consultation so lead to book consultation for our clients on average and there's by the way there's a mass if you look at the if you get nerdy about the stats on this the standard deviation this is a very flat bell curve the standard deviations are very wide um and so so it's very very variable here but on average we're going from that lead to a booked consultation in 2.7 days we are go sorry 2.8 days we're going from the that that consultation book to deciding that you actually want that person as a client or not in 2.8 days and we are then taking interestingly 8.6 days to go from I've decided I want you as a client to actually having that client sign right um so interesting data points from us by the way if you are not just data points by the way um so data is super important if you're interested in benchmarking your firm against the data gee and I are putting some data together mockingbirdmarketing.com Benchmark you can join that data study and it'll include numbers like this um but what we have found is if you're an outlier to any of those data points so just think about things like answering the phone right if you're if it takes you a long time to answer the phone or you don't answer the phone regularly or if someone fills out a form fill on your site and it takes you a day to get back to that person you've just taken that step in the funnel and you've added 24 hours to that right do you have that data point because I don't think that's one you mentioned earlier do you have that one what's in front of you somewhere which the one on the from inquiry to response oh yeah that's the two point sorry that's the 2.8 days right so got it from from so I'm presuming that from inquiry to like talking to that person during that talking to that person you book The consultation well I think that's the issue right because there's a difference between booking the consultation and uh responding right because my the response might be immediate but the consultation is not booked for two points sure yes I do not have that that uh that kind of immediate response right I'll tell you I bet you it's shorter than 2.8 Days by the way I that is probably true right um and it's especially true and I think this is dangerous this is this is one of the reasons I don't like this that metric can actually be not very helpful because you can drop that metric to Zero by having automated responses and we we talked about this lightly before we were prepping for this show have you seen those automated Facebook responses um Facebook response has gone wrong Facebook response has gone terribly wrong so for those of you who don't know you can automate the process of responding to a message on Facebook and you can actually make it really user unfriendly so what would you like to talk to us about would you like to sign a new case are you looking to talk about your existing case and Facebook you actually can make it so you can only respond in one of those defined Fashions right it's like Choose Your Own Adventure if you want to talk about anything else like it it gives you the big error message terrible user experience right this is social media and it is being done very poorly robotically and automated so that no one wants to interface with you at all that's been my take on this I don't know if you're seeing this success there but like it has not been implemented well not not with the way you just not if you configure it that way so because I mean let's face it this is no different if you do it the right way it can be implemented similar to a chat bot now again the chatbots have problems and we've talked about that a lot um but yeah I think to me which is the set you know again you're gonna be like see beating up the audience again but a lot of lawyers like that I talk to they don't even realize that people like they've at some point this is how the story goes yes I had my my nephew or niece create a Facebook business page for our firm um a couple years ago oh you did let's check it out oh people are sending you messages there for several years that you didn't oh you can get messages here so that's issue number one and then of course issue number two is that when you start to dig into the messages sometimes too and I don't know what the I don't know what the default setting is but sometimes what happens is like they inadvertently check the Auto AI robot response and so then you're watching all these messages where it's like hey I'd like to talk to so and so in there to your point they're like how can I help you I'd like to talk to so-and-so right and now we're in the Kafka like my experience with my bank where it's like you can't get out of the system then you just go and choose the other next lawyer yeah which is what happens right so and there's a I was talking to Harlan Schillinger the other day he he cited an old fine law study and I think I've got this number correct in my memory 84 of people hire the first lawyer they talked to right 84 now that so they know yeah I know that was an old data point but it's still probably not that far off so we should I'm gonna I don't have it at my hand so maybe we'll have to edit this in but legal Trends report has this actual data point in it um um but it's high um but but here's the thing you know what it depends on whether they like you so like plenty of people call up they're gonna shop for another lawyer because the lawyer either answered the phone poorly was abrasive whatever it was like that's the part that people miss and then and then just like you get these you get lawyers that are like oh yeah you know I'm the best lawyer at this in the world well they don't care because they felt like they were treated poorly right so that's another interesting piece of this sales funnel we've got the velocity I don't have the data in in front of me right now to share this one but like what is that um conversion rate through each phase of the funnel you should know with absolute Clarity in my opinion your conversion rate in each step of that funnel as well as the velocity right and it doesn't mean that that conversion rate should be very high all the time uh I just did a post on someone who's who has a five percent rate of um Wanted leads wanted leads consultations to clients but that's because they throw most of the clients out right but you should know what that is you should absolutely know what that number is um otherwise it's going to be very difficult to make your firm better [Music] [Music]