Forms Library

Dealing with Tire Kickers

Turning a consultation into a client

By Maya Blyth and Ken Matejka, Legal PPC

There is a lot of discussion in legal blogs and forums about “tire kickers” - a term used to connote prospective clients who go to a consultation with an attorney but fail to hire the attorney for any legal services. It's frustrating to meet with prospective clients, not get paid for your time, and then have them never come back after the initial meeting.

It must be remembered that even tire kickers will eventually buy a car.

In the Information Age, there are more opportunities for people to compare and shop around, so it is to your benefit, as a service provider in a crowded market, to stand above the rest through your qualifications and your superior customer service.

Customer Service Counts
Good customer service from the very first contact is vital. Listen to what the prospect wants, and respond quickly and thoughtfully. A good response from you will make it easier for them to decide to consult with you.

If you cannot help them, refer them to BASF's Lawyer Referral and Information Service (LRIS) and they will remember your considerate manner should they or a loved one need legal help in the future.

Get them into your office and close the deal
Through great customer service, you can get them into your office. Now it's up to you to close the deal. Emphasize your unique selling points. Why are you a better value than the next lawyer? Even though prospects may appear cost-conscious, they will hire you if you can persuade them that you will handle their matter in an effective and efficient manner.

Even if you can't close the deal and they don't hire you right away, they may remember how you treated them, and when they finally make the decision to hire an attorney, or to refer a friend or family member to an attorney, they'll remember your name.

Ken Matejka and Maya Blyth are cofounders of LegalPPC, a San Francisco based marketing company dedicated to helping solo practitioners and small law firms get more clients from the Google search engine. They can be reached at ken@legalppc.com or maya@legalppc.com.