Legal Marketing: Where is Your Number Listed and Who Answers Your Phone?

By J. Nick Augustine J.D.

Lawyers:  Read the following short article and think about what a client might experience when they have an unanticipated legal problem.  From the person who answers your phone to the professional who is mindful of the patient/client’s valuable time, here is

Today while at a luncheon on law firm financials (exciting stuff) I realized that I lost a filing on my front tooth when attempting to take a bite of a sandwich with bread you could use as a weapon.  I just wish I could remember the name of the catering company so I never use them.  Sitting there I realized that I hadn’t been to a dentist in several years and had no idea who to call or what to do.  I certainly had to do something quickly because clients don’t like their marketing and PR guy to have a chipped front tooth!

Being a savvy consumer I first went to the Lincoln Square Chamber of Commerce website to find a dentist in my neighborhood on the north side of Chicago.  I searched their membership list for “Dentist” and the search revealed a few names, one of which I recognized, Robert S. Wier D.D.S..  When I called Dr. Wier’s receptionist was very friendly and asked relevant questions to identify the type of service I needed to fix my tooth.  I told Dr. Wier’s staff that I really needed immediate attention because I have several events this week and cannot meet people with my bad tooth.  They were very kind to fit me in at 4:00 (2 hours after my original phone call).

Not being sure what the cost of treatment would be I made a couple more calls and was surprised by the other dental offices.  One of the offices said the first time they could see me was two days from now – not good enough.  Another office told me they couldn’t even tell me the price of an exam and the doctor would have to see me before I even knew what their treatment options were – again, unacceptable.

At 3:00 I left the office, hopped a Brown Line train and headed home to see Dr. Weir for my 4:00 appointment.  When I arrived I noticed a Lincoln Square Chamber of Commerce decal prominently placed in the front window.  The office and staff were friendly and I was barely done filling out the new patient documents when the hygienist called my name and I was off to the races.  After a quick X-ray I was taken into a waiting room where Dr. Weir met me, sized up the damage and repaired my tooth with a filing and then shaped the tooth to look as good as new.

I was out the door by 4:30 and the bill was a fraction of what I expected to pay!  I told the staff and Dr. Weir how I came to find them by searching for a listing on the chamber web site and recognized Dr. Wier’s name from living in Lincoln Square.  As I was walking home from Dr. Wier’s office I thought about how pleasant the experience was when otherwise I was very stressed by the unexpected dental emergency.

As a satisfied consumer I am now writing about my experience and sharing my positive thoughts on the Chamber Facebook page and on Yelp to encourage referrals and let local residents know about Dr. Weir.  Even though many legal services are more complex than a filling repair, the experience of the consumer can be just as satisfying.  Take a look at your own office and consider where you are listed and who answers the phone.