For years one of the first questions asked in most client surveys for law firms large and small consists of the following: “Were your telephone calls returned promptly?”
At an eight-lawyer, personal injury firm, that question recently dominated the monthly business meeting in which the managing partner began by reviewing all of the costs associated with generating in-coming calls from prospective clients-television and radio commercials, Yellow Pages ads, targeted print media advertisements, billboards and other signage as well as the institutional investment in generating referrals.
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