Systematize, Delegate and Outsource
Today’s post focuses on more advice from speakers at this year’s Total PMA Get a Life Conference, including advice from the panel on outsourcing, featuring Alexis Neely and Max Gardner and advice from Stephen Fairley about law firm systems and marketing because systems, delegation and outsourcing combine powerfully to make you and your firm more productive.
Outsourcing
When outsourcing, you must also consider security and confidentiality concerns. Make sure that those you hire to do work for you understand the attorney-client privilege and confidentiality issues. Have security in place so that outsourced work is protected.
The golden rule of outsourcing (from Alexis Neely): Focus on what you love to do, what provides most value for your business, and what you’re great at – outsource the rest.
Why use a virtual assistant? Max Gardner says that using virtual assistants eliminates concerns rabout benefits, vacations, payroll functions, while providing you with the extra hands to get the work done
Max Gardner also advises that, in his experience, a virtual assistant with no legal background is often better than someone who has worked for another firm. Usually, the other firm the assistant worked for doesn’t do things the same way you do. In addition, the assistant might have picked up some ‘bad habits’ from the former firm. Hiring someone with skills and the right attitude allows you to train them to provide the kind of work you want provided.
Be careful about the constraints you place on virtual assistants – you do not want them to become de facto employees. Become familiar with the rules regarding independent contractors and be sure that you are not over-stepping.
Alexis Neely recommends that if you have staff, you should get out of your office. If you’re in the office, it’s easy for your team to get lazy and just ask you to take care of things for them. But if you aren’t available, your team can often figure out the problem or issue and handle it on their own. If you want your team to rely on you less, freeing you up to do other things, make yourself scarce.
Why don’t more lawyers outsource work? I think that some resistance to outsourcing is just fear. Lawyers are afraid of change, of technology, and of the confidentiality issues. Sometimes they think that they’re better off just doing it on their own. Delegating effectively – whether within your firm or to others outside of your firm – is a skill. To learn how to delegate effectively see my posts on delegation: Do Something! Delegate Effectively, Even if You’re a Solo and Do Something! How to Delegate Effectively (Part II).
Finally, Max Gardner recommends that you “Think INSIDE the box. Get things organized and systematized within your office.” And that leads us directly into Stephen Fairley’s presentation –
Create systems that will help you to grow your practice
Stephen Fairley advises that organization and systematization are important for all law firms. Systems you need include: client intake, client education, client retention, referral development, marketing and business development and Key Performance Indicator tracking.
Fairley emphasized how imperative these systems are for the working of your firm, saying that you need the right systems in your firm: “The people run your systems, but the systems run your law firm.”
One of the best systems to institute for your practice is a system for follow up with new contacts. Studies have shown that clients don’t make buying decisions (including the decision to hire a lawyer) until there have been between 7 and 20 contacts with you. But 90% of lawyers give up before or after only four contacts. If you’re one of those lawyers, adding a fifth contact would probably add 10-15% to your business.
Fairley recommends using autoresponders to automate your follow up process with web visitors as well as strategic alliances.He recommends Aweber for autoresponder service; I use them for my email newsletter and autoresponders for other purposes.
According to Fairley, the #1 goal of your website is to capture leads. But recognize that 85% of your visitors to your website will stay less than 30 seconds and will never return. That means you’ve got a VERY short window of time in order to capture your web visitor’s attention. And when that attention is captured, you want to capture their contact information so that you have permission to keep in touch with them – creating those all-important multiple contacts. He suggests that you get leads by giving free information in exchange for contact information from web visitors.
An e-newsletter is one way that firms stay in touch with their clients on a regular basis and offer free information to them. But your e-newsletter can get lost in a mountain of email. Include personal touches so that your list looks forward to receiving your email newsletter, and supplement the e-newsletter with personal touches, too.
Remember that your e-newsletter is only one part of your overall marketing plan. It can’t do all of the work for you, but it can do a good job of automating some contact with your client and referral base on a regular basis – every 4-6 weeks is recommended. This is not too much contact if you’re providing value – from your reader’s perspective.
Thinking of starting your own firm newsletter? Check out these tips from one of my previous posts about firm newsletters.