Ep. 60: Harlan Schillinger, Grandfather of Legal Advertising — Supercharge Your Intake Process

TL;DR

Legal advertising expert, Harlan Schillinger, discusses the crucial role of effective CRM and intake software in law firms, highlighting the need for improved client experiences and the importance of credibility in marketing.

Transcript

harlan so you know take me back to the beginning you know what was that moment where you knew hey we got to create our own crm and intake software because quite frankly what's available isn't getting the job done well you know the worst or the toughest phone call an ad agency can get is when a client calls and says my phone's not ringing or my busi... Read More

Key Insights

• 🥺 The need for improved lead conversion and client intake in the legal field arose when clients complained about poor leads and intake processes.
• 📞 Recording telephone calls provided valuable insights into the client experience, highlighting the importance of empathy, immediacy, and credibility.
• 🥺 Building client relationships and credibility became focal points in improving intake processes, leading to the creation of Lead Docket.
• 🗯️ Successful CRM and intake software implementation involve hiring the right individuals, training them for tactics, and prioritizing the client experience.
• 🧑‍🏭 The internet has leveled the playing field for law firms, making credibility and trust crucial factors in attracting clients.
• 🙈 Intake and CRM processes should be seen as marketing strategies, as they contribute to a law firm's reputation and success.
• 👾 Business growth in the legal field requires a strategic game plan, understanding the target audience, and establishing a strong online presence.
• 🤩 Humanizing law firms and personalizing client experiences have become key marketing strategies for drawing in clients.

Questions & Answers

Q: How did Harlan Schillinger recognize the need for better CRM and intake software in the legal field?

Schillinger received complaints from clients about poor leads and intake processes, which prompted him to start recording telephone calls to understand the client experience.

Q: What were some of the key insights Schillinger gained from recording telephone calls?

Through recording calls, Schillinger discovered the lack of empathy and immediacy in signing clients up for services. He realized that building client relationships and credibility were vital to improve intake processes.

Q: How did Schillinger approach training intake specialists to improve customer experiences?

Schillinger emphasized hiring individuals with personality traits such as empathy and listening skills. He believed in training for tactics rather than focusing solely on legal knowledge. Building relationships and client rapport were key areas of training.

Q: How did Schillinger's approach to CRM and intake software lead to the creation of Lead Docket?

Schillinger's partner, Eric Kaufman, developed software that captured all elements of intake and client management. This software was combined with Schillinger's marketing strategies and Dino Colombo's legal expertise to create Lead Docket, a unique CRM tool.

Summary & Key Takeaways

• Harlan Schillinger recognized a need for better lead conversion and client intake in the legal field when clients complained about poor leads and intake processes.

• Schillinger began recording telephone calls to understand the client experience, and he realized the lack of empathy and immediacy in signing clients up for services.

• His agency implemented metrics and KPIs to track hotline calls, and he focused on building client relationships and credibility to improve intake processes.