Following Up with Prospects Can Pay Off Down the Road
Why Is it Important to Stay in Touch with Prospective Clients?
What can you accomplish by following up with your marketing prospects? Well, here are three things, just to start:
- You’re building a relationship of trust. Most people have a very dim view of attorneys, assuming that they pounce on potential clients only at times of great distress (say, waylaying an accident victim in the parking lot of a hospital). By staying in touch with prospects in a non-threatening way, you can show that you’re NOT one of those lawyers who should be avoided at all costs.
- You’re keeping your name fresh in the contact’s mind. Most people are so buried beneath the weight of their daily tasks—work, grocery shopping, taking care of their kids—that they’re likely to lose track of all but the most important facts. By keeping a prospective client in the loop, you improve the odds that he’ll remember your name when he actually finds himself in need of a lawyer.
- You’re building the loyalty of your prospects and contacts. Most lawyers don’t take the time to follow up with potential clients; the simple fact that you choose to do so will make that person all the more loyal when the time comes for him to hire a lawyer. (Of course, he ultimately may not choose to hire you, but at least he’s more likely to give you a call and find out what you can do for him!)
Remember: A Prospect Will Contact You Only When He’s Good and Ready
No one ever hires an attorney because he thinks it would be a good idea to have one around, “just in case.” The fact is that prospective clients will only give you a call when they’re in immediate need of a lawyer—and they will only remember your name if you have already made an effort to stay in touch with them and let them know you’re available.
Starting over can be scary, but it can also be exciting, revitalizing, and motivating. That’s why many people daydream about what they would do if they could “start over.”
In fact, that’s one of the (few) things I enjoyed about golf! You start from zero at each hole and have a fresh opportunity to excel.
This was my mindset when I wrote the report, 10-Step Program for Marketing Success. I set out to answer the question, “what are the steps I would take if I were rebuilding my practice from the ground up.
Inside this report, you will discover everything I’ve learned since opening the doors to my law firm and all the big-picture tactics I teach the attorney members at Great Legal Marketing.
YOU can get this special report FREE just by clicking the button below and requesting your copy. This is the “gateway” report to Great Legal Marketing, where you will learn our marketing philosophy. You will probably find the information in this report refreshing compared to all the junk information about marketing supplied by marketing vultures who want to sell you a new social media campaign.
Most attorneys start their firms assuming that being a really, really good attorney should, in and of itself, be a marketing advantage. Those attorneys believe that joining a whole bunch of committees and putting their name in lawyer directories is “marketing,” and they never bother to ask if there is a better way.
Attorneys are catching on, however, and those who succeed learn to leverage their current resources to create effective (and ethical) marketing. What they discover isn’t a magic pill or silver bullet but a different approach to marketing that your competitors haven’t considered.
by Ben Glass
Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.