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SDR APPOINTMENT SETTING SCRIPT


STAGE 1 OF 7: GETTING THROUGH THE GATEKEEPER

You: Kosmhe, from Richard Jacobs office, calling for Philip (atty).

GK: What's this about?

You: Is he/she currently taking on new clients?

You: Great! Is Philip, available?

Yes
No

GK: Is this a marketing call…are you calling to offer your services…what is this
about?

You: It's about potentially working together. Is he/she in?


IF GK STILL PUSHING FOR INFO:

You: I'm from the office of Richard Jacobs. We help lawyers find retainer-paying
clients. Is Fname in right now?

GK Says:

Not in
Non-response
Doesn't matter:

You: Understood. What time you recommend I call over the next day or two?"

You: "Is it best to try in the mornings or afternoons?"

You: “Do you see any holes in their calendar that day for a 3 min conversation?”

Is it better to catch them in the office early or later in the day? Should I try
them on their cell instead?What's that number?


STAGE 2 OF 7: ATTORNEY COMES ON THE LINE:

You: Good Morning / Afternoon Fname (pause if they don't say their name). My
name is Fname with Richard Jacobs Office.

(no pause) Is his name familiar to you by chance?

In 45 seconds, I can explain why I'm calling and if you still want to continue
talking, we'll do so. If not, you can hang up on me. Fair enough?

OR

In 45 seconds, I can explain why I'm calling, and how I may be useful to you, or
we can set up a time for an in-depth conversation. Otherwise, you can say
goodbye and hang up. Does this sound okay to you?

Rebuttals For Atty Answers: (continue with script after your rebuttal)

Not Interested:

"I'm not calling to sell you anything. I'm calling you to give you a quick 45
second overview of why attorneys work with us, and to see what kinds of
marketing challenges you might be facing regarding achieving your ideal bottom
line. If there is some way we could be of assistance we would set up a call with
my specialist for a more in depth discussion. Is business going so well that you
don't want an extra edge over your competitors? Is it worth forty five seconds
of your time to hear about how attorneys like yourself make marketing work for
them?

What are you selling / Is this a sales Call:

"I'm not calling to sell you anything. I'm just looking for 45 seconds to see if
you're having any difficulties with your current marketing and if so if we can
be of assistance. If you're 100% happy with your current flow and are able to
pick and choose your clients as you please...I'll say good day and best of luck.
Otherwise, could you please give me just 45 seconds?

Booked / Not taking on new cases:

That's great! A lot of attorneys are already working 50-60 hours per week but
would prefer to work less and make the same if not more money. May I have 45
seconds to elaborate?

Gets all business from referrals:

That's great! A lot of attorneys we work with primarily take referrals as well,
but at the same time tell us they're are at the mercy of whatever they get
through those referrals or whoever walks in the door. Could I please have just
45 seconds to elaborate?

How much do you charge?

In my experience, most of the big players in attorney marketing, like Findlaw
and Scorpion, cost $2,500 - $8,000 a month.

The lowest-end, such as Hibu and TownSquare, charge $500 a month, but we've
heard lots of complaints about companies that charge so little.

We're a boutique agency with 2 levels of service - a momentum builder service
that runs $800 - $1,000 a month, while our flagship attorney authority platform
runs $1,500 - $2,000 a month. Both are far less than the big players, yet we get
a ton of work done for our attorney clients.

How does this square with your budget for marketing?


STAGE 3 OF 7: 45-SECOND COMMERCIAL

Richard Jacobs founded Speakeasy 14 years ago and we've helped over 1,500
attorneys obtain more of their ideal clients. And no, we're NOT lead gen NOR are
we a referral service…

(no pause) (be VERY AUTHORITATIVE) Now, when I speak with attorneys like
yourself (pause/emphasize) they often say: “We've suffering PTSD from marketing.
We've spent tons of of money and never see a return on investment.”

They're tired of being at the mercy of referrals, people with no money and
tire-kickers, and want to be more selective and retain higher quality cases.

And lastly - attorneys tell us they could figure out how to market themselves,
but they're too busy running their practice and they don't want to do their own
marketing.


STAGE 4 OF 7: HOOK / PAIN QUESTIONS

IMPORTANT!

Discovering the attorney's pain points is THE MOST CRITICAL PART OF THE CALL.
Attorneys need to be led, so ask them guiding questions once you choose Hook A
or B below:
 * What is your biggest marketing challenge right now?
 * What's your goal for your law practice in the next year?
 * Are you seeking more clients, better-paying clients, more cooperative
   clients, or higher quality clients?
 * What are your frustrations with how your practice operates or your revenue
   right now?

Note: If you rush this section or don't get true pain points from the attorney,
it's unlikely they'll value the appointment with the specialist and will
no-show. (as 70% of appointments currently do)


CHOOSE HOOK A OR B TO CONTINUE:

A-You: My 45 seconds are up. If you want to hang up you can, but I'm just
curious… Is any of that worth further discussion?

(if yes) Would you mind elaborating for me?

(if atty needs help elaborating) For example, let me give you the top 5 items
attorneys tell me they want help with and you can tell me if any strike a chord…
Attracting higher quality cases, work/life balance, charging higher fees and
avoiding time-wasters, switching or emphasizing different practice areas, or
getting more cases and growing their firm. Is your most pressing issue one of
these or is it something else? (Offer the 5 items only if the attorney doesn't
voluntarily tell you)



(if no) I didn't think so. Where do you believe your current marketing is
letting you down?

B- My guess is that none of this resonates with you?

(if yes) How so? / Would you mind elaborating for me? (if atty needs help, see
above)

(if no) I Didn't think so. Where do you believe your current marketing is
letting you down?

REBUTTALS:

• I already get plenty of clients / my marketing is good – Some lawyers agree,
but many have told me…while they have plenty of clients, they're working 60-70
hours per week and would prefer to work less and make the same or more money. Is
that not at least worth a more in-depth discussion?

• My clients come from WOM / Referrals / I only accept referrals - Some
attorneys say the same…but they also complain that if they're not constantly
cultivating new referral sources the well starts to dry up, or they can't
control the types of clients that are coming in and they're not working the
cases they're passionate about. Is that not at least worth a more in-depth
discussion?

• Don't use marketing/Marketing has never worked for me – Many attys have told
me the same thing, but they also say they've seen marketing work for other
attys. Deep down they know it has the potential to work for them too, they
haven't found the right fit.

At this point I don't know if this will work for you, either. Best case
scenario, you do the call with our specialist, you love the platform, and we end
up working together. Worst case scenario, you do the call with our specialist,
we don't end up working together, but at least you see there is a type of
marketing out there that's different from what you've experienced. Does that
sound fair?

• Call me back in a month / after the holidays / next year - We can certainly do
that, however our recent special offer with better pricing is expiring in X
days. If you speak with a specialist in the next week, you can still qualify to
save a couple of thousand dollars or more. Would you be open to that, and if so,
when?


STAGE 5 OF 7: QUALIFYING QUESTIONS

Just some quick housekeeping to make sure your meeting with the specialist will
be as useful to you as possible:

(no pause) (be VERY AUTHORITATIVE) Now, when I speak with attorneys like
yourself (pause/emphasize) they often say: “We've suffering PTSD from marketing.
We've spent tons of of money and never see a return on investment.”

They're tired of being at the mercy of referrals, people with no money and
tire-kickers, and want to be more selective and retain higher quality cases.

And lastly - attorneys tell us they could figure out how to market themselves,
but they're too busy running their practice and they don't want to do their own
marketing.

 1. On average, how many new clients per month do you currently accept?
 2. What's the average retainer a new client pays? (if no retainer, ie: Personal
    Injury)M What's your average client value? (if they need help) Let's take
    your last 10 closed files for example.
 3. How many additional new clients would you be comfortable taking on each
    month?

    (ONLY ASK ”Do you have a budget set aside for marketing?” if:

    they decline to answer the above, they're a new attorney, or they do few
    cases for low fees (under $10k / month)

 4. What are you currently doing marketing-wise to try and get more of these
    cases? Yelp, AVVO, SEO, Pay per Click, buying leads, etc. (if SEO) Are you
    currently in contract and if so, when does it expire? (if in SEO Contract)
    Would you be open to working with an additional company if there was a
    little overlap?
 5. Is there anyone else- a partner, spouse, administrator, anybody else that
    you typically include in the decision-making process when you're looking at
    something like this? Let Atty Answer (If YES, explain why, if NO, move to
    Stage 6 below) The reason I'm asking is because if you like what you hear
    and you want to work with us, THEN you must convince that person or people
    who weren't there. So, to save you the time of having to convince them
    yourself, it's best if we have everyone there to get their questions
    answered and, so they feel like they've been heard.

If yes- reschedule for a time they will be available as well. If kickback use
other DM not present.


STAGE 6 OF 7: CLOSE FOR APPOINTMENT

At this point it may make sense to schedule a day and time in the next few days
where you can be in front of a computer for a relaxed and more detailed
discussion with our specialist.

I have 3 slots open in the next few days: day/time-1, day/time-2, or day/time-3.
Which works best?

(If none of the suggested dates / times work)
 * Are you generally available in the mornings or afternoons? (find available
   time slot in the ATTORNEY'S TIME ZONE, NOT YOURS)
 * Can you be in front of a computer at this time?
 * Let me give you my direct information: My name is Fname and it's spelled:
   A-B-C…
 * My direct phone number is (111) 222 - 3333

Let me go ahead and get your cell number and best email for the invite. (We
promise to text you ONLY to confirm the appointment)

(Rebuttal) We've found that with attorneys in and out of the office so much,
it's best to reach people via text.


STAGE 7 OF 7: CONFIRM PAIN, APPOINTMENT DATE, TIME, AND IN CALENDAR

(Confirm answers from Pain Section) Just so you know I've heard you, the top 3
things you said were most important to you are: ____________.

Thanks for your time, Fname. I'm sure you have to go…last thing. You should have
just received the email calendar invite from my Specialist, Fname.

Would you mind taking a quick second to check your email to let me know you
received it and then check yes that you plan on attending? (Let atty answer..If
no time proceed to next statement) No problem. Would you please do that for me
as soon as you can? (atty answers) (I'll do it later) Would it be okay if I sent
you a one time text to remind you to put it in your calendar in case something
comes up? The only other time I'd text you would be the day of to confirm the
appt (atty answers) Thanks.

Perfect so I have you down to meet with my Specialist, Fname on (date) at
(time)(atty timezone). You will just join via the zoom link, at ______ time, so
please make sure you (and others if) are in front of a computer. We know your
time is very valuable and you're very busy…our specialist is also very busy, so
as a professional courtesy please let him or myself know if something comes up
that prevents you from attending. Would you do that for me please?

Oh by the way, I think you're really going to get a lot out of talking
{specialist name} the specialist. Speakeasy and our specialists have helped well
over 1,500 attorneys in 17 different practice areas.

I hope you have a great day and we're looking forward to speaking with you.