If you have been a business owner for long, you have encountered both good and bad salespeople. You can often notice the difference pretty quickly. Most attorneys rely on their spidey senses to identify the bad ones and navigate their way out of those conversations as quickly as possible. But sometimes, it’s too late before you realize it.
Law firm owners who have been successful with digital marketing have learned that change is inevitable and things that worked last year may not work this year.
Law firm owners, especially, need to be diligent about avoiding the wrong marketing help. In this guide, we will discuss red flags to look for when considering new agencies.
The implications of being compelled by a snake oil salesperson
As a law firm, your marketing investments directly impact your reputation and client acquisition. After 15 years in digital marketing, I’ve seen countless firms fall prey to deceptive marketing pitches. Understanding how to identify and avoid these tactics protects your budget, your firm’s ability to reach goals, and, the riskiest, your professional standing.
Top Snake Oil Tactics to Spot As They’re Rolling Off The Tongue
1. The “Secret Sauce” Claims
- Do they mention vague references to proprietary technology? It’s important to know that some vendors will build your website on a proprietary platform, making it much more challenging and expensive to leave them in the future. This is effectively a set of digital handcuffs.
- Claims of “special relationships” with Google or other major 3rd party platforms (note, this can often be confirmed through asking to meet with the contact).
- Inability or an unwillingness to spend time explaining their methods, strategy, and success factors.
- Buzzword-heavy pitches without substance. Do they mention things like “state of the art,” “AI-driven,” and “the latest…”? These should at least raise red flags and influence deeper questions.
2. High-Pressure Sales Techniques
- Are they touting a “Limited time” offer that expires in a subjective timeframe?
- Do you sense any artificial scarcity tactics being used in conversation?
- Have you noticed they make strong claims or accusations about their competition?
3. Data Manipulation
- What are the example case studies they are supplying? Most groups can cherry-pick a success story. Ask for multiple examples of how they have repeated similar results as to what you hope to achieve. If impressed but hesitant, call the law firm owners and ask them directly.
- Do the metrics they are showcasing seem like reasonable results? Or does it feel like a gold rush opportunity where time is of the essence? Unrealistic projections of your potential return on investment should be explored with due diligence. Ask if they can provide the average data rather than an extreme one-off example. Repeating success in a particular niche is often what separates ethical agencies from the charlatans.
- Metrics without context should be questioned. It’s okay to not understand their data – ask a question for clarification. They should be able to provide the answer to why those metrics are important and what they measure.
- Is their focus on vanity metrics instead of revenue metrics? Ideally, they are reporting on success metrics that matter to you, like signed cases.
Major Red Flags to Watch for Intentionally
- Have you experienced communication problems with your salesperson? Any confusion in this process inevitably leads to broken promises in their delivery.
- Have you sensed any refusal to put promises or goals in writing?
- Do you gather there are certain topics where they are completely avoiding direct questions?
- Was there excessive marketing industry jargon weaved throughout the entire conversation?
- Are you hearing a dismissive attitude toward competitors, and/or direct insults (note, if they are common and repeated in varied conversations, the allegations most certainly can be true. These are simply red flags on the selling strategy and overall agency approach).
How to Protect Your Firm
Before the sales call, do your homework. I recommend that you research the agency’s history and leadership. Check the longevity of their leadership, as well as their team. If you don’t have time to research, ask these questions when interviewing groups.
Check their portfolio of work and determine whether their creative work meets your desired brand and vision.
Review their industry certifications and partnerships. What makes them unique among the pack?
In Sumary, Remain Vigilant
Overall, don’t allow the excitement of the opportunity to dilute your ability to discern the best option for your law firm. Feel comfortable asking questions for clarity when things don’t make total sense.
Investing in your digital success as a law firm often requires quality strategy and implementation. You need the right partner to make the most of your website and brand. Following these guidelines may not avoid every snake oil attempt, but it will certainly lead you to make better decisions for your firm’s future.
Download our free guide of Questions to Ask Before Hiring A Marketing Agency today for a checklist that will help guide your choice.
