If you’re serious about engaging past, present, and future clients, your firm is likely already using one of the more powerful tools available: a CRM (client relationship management) system. We’ve already covered the financial benefits of adopting a CRM, and attorneys interested in sophisticated client intake and retention techniques should take notice.

In this post, we share four insider tips from our own Legal Content CRM that can help you streamline and optimize your personal CRM platform, ultimately increasing both your revenue and reputation.

Tip 1: Create a Workflow

Consider a workflow like a roadmap of how you and your staff will interact with your client base. It’s one thing to input your clients into a CRM, but quite another to have a game plan for every contact attempt, content delivery, and meeting.

Putting this plan into visual form will help your staff understand the proper procedure for following up with everyone who reaches out to your firm via email, live chat, web survey, or phone call. Understanding the totality of the relationship between your firm and a client cannot be understated.

Depending on how advanced your CRM is, you may end up with quite a long workflow, but the initial effort you put into creating your flow will be worth it. Your clients may not see how your CRM operates behind the scenes, but they’ll appreciate your organized, detailed system of follow-up procedures, as will your staff. Structure breeds success.

Tip 2: Value Accountability

Once  you have a workflow, the path to setting up your CRM should be less arduous, but you’ll still need to rely on your staff to stay focused and complete tasks accurately and on time. A CRM is only as good as the people managing it.

At James Attorney Marketing, we rely on an extensive system of internal checklists to ensure that each client’s CRM launches quickly and remains optimized for peak performance moving forward. We highly recommend that you investigate a similar system for your own CRM in order to keep your staff accountable to the workflow you designed.

Our team utilizes Smartsheet to organize daily tasks and goal milestones within a collaborative, multi-user environment, but there are many other productivity suites like Trello and Taskworld that may be a good fit for you and your employees.

Regardless of which system you implement, we’ve found that process oversight is an integral part of a healthy CRM. Technology is powerful, but the human element is just as important in ensuring your clients have a good experience that they can share with friends and family. A happy client means more potential for referrals down the line.


Download our free guide and learn about the importance of key performance indicators (KPIs)


Tip 3: Sweat the Details

A default CRM is nice, but a customized CRM is better. Don’t be afraid to get granular with your system and use it to its full potential. The more you tailor your interface to your firm’s specific needs and goals, the more you’ll get from your investment.

For example, do you tag your clients by case type? If you’re a personal injury attorney, can you sort through thousands of contacts to instantly find only those who have hired you for a dog bite or neck injury case? Are your clients grouped by geographic region, chronological status (past, current, prospective), and marketing channel used to contact your firm?

Data is powerful, and the ability to parse that data into meaningful metrics only increases your power. Spend time with your CRM, learning its options inside and out. The intricate feature sets of today’s CRM platforms can be daunting, but exploration and education are worth the effort. Your firm’s bottom line will benefit from consistent, dedicated customization.

Tip 4: Trigger Points

Each and every action within your CRM should activate, or “trigger,” another action. Triggers are the points that actually control the behavior and performance of your system. You can think of them like workflows for technology.

Here’s a basic example of one particular trigger structure from our own platform:

You’ll notice that each action and reaction opens up a new path on the option tree. If A happens, then B follows. If A doesn’t happen, then C follows. This continues until the goal (client retention, for instance) either succeeds or fails, and success typically activates an entirely separate set of actions.

Creating follow-up campaigns at this level of detail will involve a deep commitment on your part, but once the material is created, the system is basically autonomous, drastically cutting down on the amount of effort you and your staff need to dedicate to client communication. Your initial preparation will save you both time and money down the line.

Your Future Is Bright

If you embrace the tips listed here, you can find success with your client relationship management system. Whether you’re new to the concept or are a seasoned CRM user looking for an edge, following this guide will give you an upper hand over your competition and increase your revenue year after year.

However, if you feel that this level of customization and continual work is a mountain you’ll never be able to conquer, you aren’t alone. Selecting, customizing, and monitoring a CRM can be challenging, particularly for always-busy attorneys.

James Attorney Marketing offers a fully preloaded Legal Content CRM based on our 35 years of law book publishing experience. Our platform contains pre-written follow-up materials, flow charts, a unified marketing dashboard, and much more.

Prices start at $1,000/month for the full system. Click here to learn more about what our system can offer your firm and to schedule a personalized marketing consultation with our president Travis Hise.