What are the responsibilities of your intake staff? In the bustling world of law firms, first impressions matter. The team member who leaves this crucial first imprint is your intake staff, often called the “Directors of First Impressions.” However, many law firms mistakenly treat this role like a mere receptionist position. In doing so, they risk stagnation in revenue and inefficient marketing spending.
This post will explore the vital responsibilities of your intake staff and why their role is so central to your law firm’s success. We will also discuss strategies to enhance your intake process, ensuring it drives client acquisition and retention.
What is an Intake Specialist?
An intake specialist in a law firm serves as potential clients’ initial point of contact. They handle inquiries, set appointments, and ensure the prospective client’s first positive and professional experience with your firm. They are not just your firm’s voice but also play a pivotal role in managing cash flow and sales processes.
Key Responsibilities of Intake Staff
1. Answer the Phone Live
One of the most critical tasks for an intake specialist is to answer calls promptly. Studies show that approximately 70% of people hire the first firm they speak with. Prospective clients often find the legal process intimidating, preferring to finalize their choice quickly. Hence, answering the phone live and setting the appointment immediately increases the likelihood of securing the client.
2. Manage Cash Flow
Your intake staff significantly impacts your firm’s cash flow. They determine whether a call results in a consultation or if the potential client decides to go elsewhere. By effectively handling inquiries and empathetically interacting with callers, they can convert potential leads into scheduled consultations, directly influencing your bottom line.
3. Drive Sales
Contrary to common belief, the intake staff is your initial sales force. They must be persistent and adept at nurturing leads and guiding potential clients through decision-making. This involves explaining why your firm stands out and what makes your attorneys the best fit for the client’s needs. They should highlight your firm’s unique competitive advantage (UCA) and sell the attorneys’ credentials.
4. Ensure Consultation Attendance
After scheduling a consultation, it is the intake staff’s responsibility to ensure that potential clients attend. This can be achieved by sending confirmation emails, text reminders, and follow-up calls, similar to how a dentist’s office ensures appointments. The aim is to secure the client’s attendance for in-person meetings or virtual consultations.
5. Follow Up Post-Consultation
If a potential client leaves a consultation without hiring your services, the intake staff should follow up diligently. They need to know why the client hesitated and use this information to nurture the lead. Regular follow-ups through calls, emails, and texts can convert undecided prospects into clients, especially after addressing their initial concerns.
Strategies to Enhance Your Intake Process
Implement a Lead Nurturing System
Utilize a robust intake software system that automates follow-ups with potential clients. This system should include a series of 8-10 emails and 2-3 text messages over a few weeks, tailored to the specific legal service you are offering. Regular phone calls should also be part of maintaining contact and encouraging decision-making.
Provide Sales Training
Equip your intake staff with comprehensive sales training. They need to understand not just the services offered but also the psychology of potential clients. Offering incentives, such as bonuses for bringing in additional cases, can motivate them to excel in their roles.
Monitor and Evaluate Leads
Your Directors of First Impressions should track each lead meticulously, from the initial inquiry to post-consultation follow-ups. This involves understanding where the lead originated from, their legal needs, and the outcome of their inquiry—did they schedule a consultation, attend, and ultimately hire your firm?
Contact The Rainmaker Institute Today
The intake staff is not merely a front desk role; they are integral to the health and growth of your law firm. By investing in proper training, employing the right tools, and understanding the strategic value of every interaction, your firm can transform its intake process into a powerful engine for client acquisition.
If your firm struggles with intake management, reach out to us at Rainmaker. Our training programs and educational resources can empower your Directors of First Impressions to become the sales rockstars your firm needs. Contact us today to schedule a free strategy call.
