Cals Pro 09 Presentation Final


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  • Honored made so many friends over the years that it does not feel like work and is fun to be at this show
  • Bad News Video Member Garodnick – NY Collier County Subpoenas for Law Enforcement We do not look good to our customers We do not look good to our legislators We do not treat our Colleagues well Good News – This can all be fixed
  • Spoken to thousand of Servers and your clients Generated many millions of dollars in process serving cases
  • really should be under Customer Service however, very important so have it here talk about my own expereinces ( ado restaurant, safe in vegas) overcharging people, overcharging for newsletter-quoted the higher rate, actually, over 1K less OPPURTUNITES TO EARN TRUST
  • Answer the phone Your customers are busy and may have many cases they need to get served Answer in 1 or 2 rings Roll Over Lines - No Busy signal or voicemail Find a way to answer the call, put the current call on hold (say, I am sorry, I am the only one on the phones now, may I put you on hold for a quick moment). Put them on hold take the other call get their name and # and tell them you will call them right back Phone Etiquette I hear it all the time people answer the phone hello or they have it ringing to a home line and a family member picks up Visualization Board – Customers want to work with happy people and good things happen to excited people Almost 5, thank TGIF, will be better in an hour, if I told you, you wouldn’t care anyway Ger Business Line You usually get a free listing in the phone book with a business line, it can get picked up by 411 and may appear on phone company web sites resulting in new customers Our toll free starts rolling out to cell phones if they are not answered in the office or after hours, my wife really love this but, does not matter the time, If I see a call I answer it One our advertisers just pointed something out, he said ” is it me or do Lawyers not start their work until 3:00pm on a Friday” Toll Free (2 schools of thought) Some customers want to see a local # if they know the area because they may think they are closer to where the serve and may be more cost-effective If you only cover a local area, you should still consider a toll free # in addition to your local # On the other side a toll free Makes you look more professional Makes it easy for your customers to call you (you never know their situation) Does not localize you get an 800 # because some people may not know 866,877, 888
  • Potential customer or referral can come from anyone, always treat people professionally Other PS’s are also customers, don’t be rude, aggressive or arrogant Respond phone calls, emails, faxes follow up ASAP, usually the person that responds the fastest usually gets the work great stories from our advertisers about how they got large clients because they followed up immediately to an email Fix your mistakes When mistakes happen, which they will for everyone, don’t hide This is a chance to really stand out from your competitors, Call your customers immediately, Apologize, Fix the problem and then offers way to make up for it, free serves, send a gift card something to make them feel better Marriott study DISPUTES – I am the lucky one that gets to handle disputes at our company (explain a dispute) seen huge headache caused over a $50 service, don’t get emotionally involved and did not make a business decision Has anyone ever gotten emotional and handled a situation improperly? Difficult Customers Has anyone ever had a difficult customer? no matter what you do you cant make them happy Do whatever you need to do to finish the job and stop working with them Or one may take up too much of your time, finish their jobs and say I can’t service your account anymore unless you change xyz or I will have to charge you more because of all the extra calls that I get regarding status. Pro pers or pro se’s – fax sheet Treat your customers It can be hard to do this but, try and treat your customers the way you would want to be treated Hiring Help – Just because you served the paper the job is not done They still need their affidavit, be invoiced, added to your accounting system, notarized, photocopies … there are lots of people looking for work, find qualified people that can handle these and other tasks so you can focus on what is most important for your company
  • A major part of your brand is Corporate Identity
  • Corporate Identity The primary element that makes up a good Brand is a professional logo The logo is the first thing that the potential client will look at What image is representing your company?
  • Consistent Message It takes 7 times to evoke a response from your customers You want your company name to be recognizable, The reason why you see Budweiser paying millions of dollars for super bowl ad’s (everybody knows McDonalds, coke and all these major brands but even they have to be consistent with their marketing You will only be Recognized if you are Consistent Office Consistency is important in the office as well, make sure there are systems in place so it runs efficiently If your customers come to your office, make sure it is tidy and professional Appearance Professional attire, see how your customers dress, dress like them or better then them Employees Especially make sure they have a professional appearance as well If they show up to pick up papers in shorts and a t-shirt, what are your customers going to think as opposed to someone that shows up with a collar shirt (with company logo) and dress pants, who do you think they want to trust their papers to Thoroughly trained and have a strong understanding of company, brand, mission and values
  • Marketing - Difference between the largest and smallest companies is how they market BAM Always looking for opportunities to market your business In good times and bad always market Networking & Associations Professional companies are usually active in associations and community Many reasons to be part of your associations Go to out of state association and national association meetings (at some point they will have a serve in your area Business card exchange Ask for feedback, listen to their needs Up-sell your Services - Let them know what else you do, Up Sell your serices-$50 serves turn into $5,000 investigation case What other services do you offer that they need, filing, photocopying, notary, Document Retrieval, Investigations When do you ask for Referrals? After you have done a good job for them How do you ask? Who else in your firm could benefit from our services, would you mind providing a list of those folks and making an introduction Follow up on all your marketing efforts and be consistent
  • Email – have a signature block Software – have instant access to job information, update your clients electronically (cut down on status calls) Smart Phone – be able to get your emails anywhere (Artie, Michael Kern, Paula all had inquires during our lunch presentation yesterday It will be hard to compete with competitors that are embracing technology
  • Competition xyz is a good company but, I am better because or I know Never stop learning blogs, business books, seminars, business classes
  • Glorified messenger, delivery person, part time job, temporary, We want to change that perception, the way to do that is to be more professional I feel, you Command the respect you deserve lawyers make 200 – 700 an hour and you make 35 – 70 a paper and could possible spend hours on that 1 serve? They have 3 years of extra education and they passed a test, does that qualify them for all that extra money. The reason why they can command those dollars is because they are perceived as professionals You serve a very important part of the litigation process, and deserve to be perceived and compensated accordingly the more professional you are perceived, the more you will be able to command additional fees (unless statutory fees)
  • Cals Pro 09 Presentation Final

    1. 1. Professionalism & Marketing How to Keep your Customers Coming Back & Adam Camras, Co-Founder
    2. 2. <ul><li>Good News & Bad News </li></ul>
    3. 3. Who are we? <ul><li>Launched our first legal directory in 2001 </li></ul><ul><li> launched in 2004 </li></ul><ul><li> launched in 2005 </li></ul><ul><li>Acquired </li></ul><ul><li>Serve Report Newsletter </li></ul><ul><li>ServeManager in 2009 </li></ul>
    4. 4. Professionalism Basics <ul><li>Honesty </li></ul><ul><li>Telephone </li></ul><ul><li>Customer Service </li></ul><ul><li>Branding </li></ul><ul><li>Sales / Marketing </li></ul><ul><li>Technology </li></ul><ul><li>Checklist </li></ul>
    5. 5. <ul><li>Garner Trust by Being Honest </li></ul>
    6. 6. Telephone Basics <ul><li>Answer the phone! </li></ul><ul><li>Roll over lines </li></ul><ul><li>Forward calls to cell phones </li></ul><ul><li>Phone etiquette </li></ul><ul><ul><li>“ Hello” vs. “XYZ Process & Investigations how can I help you” </li></ul></ul><ul><li>Get a business line </li></ul><ul><li>Toll free </li></ul>
    7. 7. Customer Service <ul><li>Anyone is a potential customer </li></ul><ul><li>Respond to all inquiries in a timely manner </li></ul><ul><li>Fix your mistakes, don’t hide from them </li></ul><ul><li>Disputes </li></ul><ul><li>Difficult customers </li></ul><ul><li>Treat your customers the way you want to be treated (Customer is always RIGHT) </li></ul><ul><li>Know when to hire help </li></ul>
    8. 8. Your Brand is your Image <ul><li>Everything your company portrays is your brand </li></ul><ul><li>Everything you do reflects your company’s brand name and image </li></ul><ul><li>You want your brand/image to portray trust, confidence and professionalism </li></ul>
    9. 9. Corporate Identity <ul><li>Logo </li></ul><ul><li>Business Cards, Letterhead, Envelopes, Fax Covers, Invoices, Advertisements Affidavits, Reports, Web Sites and Giveaways </li></ul><ul><li>Anything else that has your company name </li></ul>
    10. 10. Branding <ul><li>Consistent Message </li></ul><ul><li>Your Office </li></ul><ul><li>Employees </li></ul><ul><li>Appearance </li></ul>
    11. 11. Sales / Marketing <ul><li>BAM (Be a Marketer) </li></ul><ul><li>Networking and Associations </li></ul><ul><li>Ask for feedback from your customers </li></ul><ul><li>Up-sell your services </li></ul><ul><li>Ask for referrals </li></ul><ul><li>Compete on service not price </li></ul><ul><li>Marketing Effectiveness </li></ul>
    12. 12. Technology <ul><li>Web-based email </li></ul><ul><li>Domain name in email </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><li>Have a professional web site </li></ul><ul><li>Use software </li></ul><ul><li>Have a smart phone </li></ul><ul><li>Backup your data </li></ul><ul><li>Be receptive to change </li></ul>
    13. 13. Social Media <ul><li>Linkedin </li></ul><ul><li>Facebook </li></ul><ul><li>Twitter </li></ul><ul><li>TweetLaw </li></ul>
    14. 14. Thank you. Questions? <ul><li>Contact: </li></ul><ul><ul><li>Adam Camras | (877) 737-8366 x84 [email_address] </li></ul></ul><ul><ul><li>Mike MacDonald | (877) 737-8366 x83 [email_address] </li></ul></ul><ul><ul><li>Trent Carlyle | (877) 737-8366 x85 </li></ul></ul><ul><ul><li>[email_address] </li></ul></ul>
    15. 15. Thank You
    16. 16. Daily Reminders <ul><li>Drink scotch, not vodka </li></ul><ul><li>Under promise, over deliver </li></ul><ul><li>Don’t talk badly about your competition </li></ul><ul><li>No yelling, profanity, racism or politics </li></ul><ul><li>Communicate, communicate, communicate </li></ul><ul><li>Make business decisions, not emotional ones </li></ul><ul><li>Never stop learning </li></ul><ul><li>Have fun </li></ul>
    17. 17. Perception <ul><li>How is the process serving industry perceived by your customers? </li></ul>