Screening leads in any profession is essential to lowering false leads or “tire kickers.” When you’re able to screen leads, you can greatly increase conversion rates and profitability. The legal field is one where a lot of people tend to inquire about a legal matter but may not have a case, or the individual may be asking more out of curiosity than anything else.
In either case, pre-screening the lead can help save valuable customer service time and lead to higher conversion rates.
Some firms will opt to outsource this prescreening process, and others will use live chat to conduct their pre-screening process.
But how are firms using live chat correctly to pre-screen leads?
1. Knowledge Bases Are Being Used to Better Help Agents Understand Questions
Customer service agents, when on the phone, need to be highly trained to answer questions promptly. Knowledge bases are in use in the legal field that allow representatives to research information that’s been provided by the potential lead.
These bases, filled with legal information by a legal professional, can be used to determine the potential of the person having a case.
Agents, when on the other side of a live chat, have the ability to better understand potential client questions and determine if a lawyer should meet with them to determine if they have a case or not.
2. Determine If the Client is a Good Fit
Some clients may not be a good fit, and this may mean a few things:
- The client has unrealistic expectations about the case and how long it will take. Perhaps the client believes the case is worth millions, but in reality, the case is worth much less. The client may also have timelines that are unreasonable.
- The client has been to several lawyers that have turned down the case for various reasons.
- The client’s idea of proper pricing is unrealistic, and he may not be a good fit because he's too aggressive, demanding and pushy.
A lot can be understood about clients – and how well they fit with your team – when you’re able to sit down and have a live chat with them.
It's much cheaper to have a customer service agent be paid to ask these basic questions than to have a lawyer do it.
3. Determine If Your Firm Can Handle the Case
Perhaps the client is a good fit for the firm, the customer service agent may then need to determine if the firm is a good fit for the client. Scope and size are the two main factors here, and they will be the determining factors in understanding if your firm is a good fit for a customer.
Your firm may need:
- Different expertise
- Additional resources
- Time to handle the matter
Smaller firms may not have the ability to handle a high-profile case, and in this circumstance, it may be better to turn the case down than to tarnish the firm’s reputation.
Legal professionals can use live chat as a key way to increase conversions and properly understand a client’s needs before consulting with a lawyer.
About Al Davidson
Al Davidson founded Strategic Sales & Marketing, Inc. (SSM), where he helps deliver B2B lead generation services and appointment setting solutions for clients around the world. Under Al’s direction SSM has designed and implemented new business development plans for thousands of B2B companies which generated over 7 million new sales leads and millions of dollars to his clients.