How to get clients to buy your services

You will enjoy increased revenues if you have a product ladder that provides your clients with an opportunity to spend small amounts on early purchases and builds up to higher priced services. This is how accountants work when they offer a low cost payroll service because it helps them build a relationship with the client before offering them higher priced accountancy services.

Last winter a lawyer I know had flu and stayed in bed for a few days on sick leave. She later told me that while watching TV she had bought an egg timer from a shopping channel and that this had led to a direct mail offer for a larger purchase which she also bought.

The reason that Amanda told me this story was because this was a ‘eureka!’ moment for her. It helped her understand how the product ladder works and how she could apply it to her employment law practice. She realised that she needed to develop a set of steps including a first rung on the ladder.

This first step would tempt employers to become her clients and would not require a big commitment from them. Since then she has launched a product ladder that spans all budgets and tells me that it has already increased her sales by 30% and works wonders for client retention. Not bad for a few days on sick leave!

Tempting employment law services can include products such as standalone toolkits (e.g. recruitment or redundancy), industry specific email briefings, stepping-up programmes for growth businesses and so forth. The key is that the product ladder should address all levels of need so that you can match the right service to the right client at the right time and build a long term profitable relationship.

Warm regards

Carolyn

P.S. why not check out more marketing services for lawyers at my website.

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