The two stages of following up with prospective clients

So, someone is interested. You talked to them about how you can help them, they came to a seminar, or requested information. You may or may not know where they are in terms of hiring you (or not), but you understand that following up with prospective clients can bring you a lot of business.

What do you do?

Following up with prospective clients (and this can include former clients who have inquired about another one of your services) should be done in two stages.

Stage one takes place soon after the initial conversation, consultation, or request for information. How soon depends on the nature of their problem. For most legal issues we’re talking days, not months.

In stage one, you contact them frequently and send them lots of information.

Your letters and emails (and calls, possibly) have an element of urgency. If you have made an offer for a free or discounted service, there is a deadline, the clock is ticking, and you remind them about this often, right up until the deadline has expired.

You or someone in your office should call them. Ask if they want to schedule an appointment to get started. Ask if they reviewed the information you sent. Ask if they have any questions. You have to assume they will be making a decision soon and that they have or will talk to other attorneys. You want them to choose you.

Stage two follow-up is for prospective clients who went through stage one but did not hire you. They may have hired another lawyer or done nothing. The legal situation that precipitated their first contact with you has either passed or is under control. They may hire you for that matter at some point in the future, or for something else.

Stage two is your “drip list”.

You contact them less frequently, and with less urgency. You send them a little bit of information (about your services, about their legal issues) from time to time. You don’t wait months but you don’t send them something every day.

You might invite them to another event, offer them a free or discounted service (or renew your original offer), or encourage them to call with questions. You gently remind them that you are still handling the kinds of matters they first inquired about, and you tell them about your other services or practice areas.

Stage one follow-up runs its course in matter of days or weeks. Stage two follow-up takes place forever. Someone who talked to you today may hire you ten years from now, if you stay in touch with them. They may never hire you but send referrals.

Your might fold your drip list into your newsletter list. After all, they have the same purpose.

Learn more about following up with email and how to Make the Phone Ring