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Don’t let “Morecambe & Wise” be your guide

15th March 2015

In our latest guest blog, Howard Cooper of CreatingMoRE focuses on the importance of the human element of enquiry handling. For various training projects over the years Howard has made and listened to in excess of 3500 new enquiries so he has a very good understanding of what works and what doesn’t. It is this experience that earns the firms who hire him massive additional revenue as he reveals the sure fire secrets to converting more enquiries into profitable business.

Morecambe & Wise, are one of my favourite comedy duos and I have watched most of their routines several times over. My favourite sketch however, has to be the one with André Previn, the famous conductor.

When Eric Morecambe starts playing the piano (terribly I might add) the conductor indicates to the orchestra to stop playing and storms over exclaiming, “You are playing all the wrong notes!”

Eric replies, “Actually, I am playing all the right notes just not necessarily in the right order!”

However, we too mustn’t underestimate the importance of getting the sequence right.

In fact it is one of the keys to success when it comes to converting new enquiries into profitable business with ease.

Having literally made 100’s (if not 1000’s) of conveyancing mystery calls (for various training projects) I can tell you that 99% of conveyancers start every conversation by going into what I call “Interrogation” mode.

Name?… Address?… Buying or Selling?… Freehold or Leasehold?… What are you buying at?…. What are you selling at? Etc.

What’s missing however is rapport… and the human connection.

Now, I’m not saying that this information isn’t important, but simply that we shouldn’t wait until the end of the conversation to build rapport… it may be too late at this stage.

Think of it this way…

Gathering all of the factual information from someone who doesn’t like you, feel comfortable talking to you and is therefore unlikely to want to use you, doesn’t make much sense.

Instead get the sequence right and start building rapport with every prospect from the very beginning.

Open with a rapport building question instead like, “Do you mind me asking, what’s prompted the move?”

Not only does the response to this question allow you to build rapport with the prospect, but it also demonstrates that you are going to go beyond simply processing them administratively.

So whilst the content of these calls is important recognize that sequence is too… otherwise, despite playing the right notes, you won’t be playing the right tune!


Howard has worked alongside Ian Cooper Communications Ltd for over 12 years (Britain’s most experienced specialist marketing consultancy and skills trainers for the legal profession) and has personally been into over 100 law firms and trained 1000’s of solicitors how to convert enquiries into profitable business.

To read more about Howard feel free to visit: http://creatingmore.co.uk/about-howard-cooper/ or to get in touch email him at howard@creatingmore.co.uk



ETSOS provide a FREE business development tool to help firms collaborate more closely with referrers (estate agents, IFA’s), capture more new business opportunities, and convert more opportunities into new instructions. CLICK HERE TO FIND OUT MORE

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19th March – Birmingham

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