A blog by Professor Ian Cooper for Legal Futures Associate Solve Legal Marketing 
As I said in the first part of this blog , personalising an email quote and ensuring your first contact with the customer is decisive and positive is very important in converting enquiries.
Similarly, refusing to give a verbal quote or clear price during first contact can make your firm seem unprofessional and lacking conviction.
Finally, I focused on how failing to personalise the communication to the individual customer could make them feel unvalued and ultimately prevent the business being achieved.
So here are the final three of six common mistakes that firms make when sending those emails.
4. Too much focus on terms & conditions – 38% of firms open with, or mention very early on, over-legalistic terms and conditions. Here is a real one I recently reviewed:
“This letter is an indication of charges on the basis of details presently known and on the assumption that the transaction(s) will not prove to be substantially more complex or time consuming than expected etc.”
Hardly a great and friendly opening to a ‘sales’ letter to someone you hope will choose to spend £1,800 with you.
However important this information is, timing is critical in the world of sales. It certainly shouldn’t come first.
Your email should be personal, seek to influence the potential client to ‘actively want’ your firm and then provide the factual information they need in plain English.
5. Attachment fixation – 72% of firms don’t put the information within the body of the email itself but in multiple attachments instead.
Whilst I understand that this is driven by some of the many email quotes software applications that are available, it doesn’t alter the fact that in many cases this is simply irritating and less effective from a sales and marketing perspective.
At least half of those that go down the ‘attachment’ route had five or more attachments to open separately.
The basic rule in sales is to make it as simple as possible for your potential client to see what they need to see. How would you feel if there was a separate attachment that you had to open for each of the paragraphs in this article?
Do what you can to send out an email with all the content contained in the body of it.
6. Too many errors in the emails – Believe it or not, in 56% of the large number of email quotes that I have reviewed, I found serious sloppy errors, which can only have a negative and damaging effect on getting a conversion. For example:
– The wrong name being used;
– The name of the person spoken to being different from the sender;
– Wrong date; and
– Spellling erorss throught the qote (Irritating isn’t it? Hardly demonstrates your attention to detail)
Again, this is all inappropriate to what is essentially a sales and promotional letter that you hope will influence the recipient to actively want you.
If you are simply taking the basic transactional details, inserting these into data fields on your screen and pressing your send button, you are almost certainly limiting your conversion rate success.
You must build rapport with your caller, give your fee verbally, talk it through with them and only then send out your email quote if there is still some doubt over them going ahead.
Professor Ian Cooper is Britain’s most experienced law firm skills trainer/consultant, and author of the Financial Times Guide To Business Development. To find out more about Ian’s online training course on converting more enquiries, click here .