Three Ways Regular Follow-Ups Can Turn Your Customers into Clients

You’ve probably been standing in the checkout at the supermarket and impulsively thrown a candy bar into your cart. Although you were probably hungry, the placement (and of course packaging) of the candy bar worked as its own advertising—and it succeeded.

Advertising for many consumer goods works just this way. But unlike mints, sodas, or sweaters, no one hires an attorney “just because.” Hiring legal counsel is often a long and carefully-made decision, and people will only buy when they are ready to buy. Impulse purchases for legal representation? Not a big market.

How to build relationships with clients and create new referral sources.You probably have a mile-high list of contacts who gave you their information, but never came to your door. But just because they have not yet used your legal services does not mean they won’t need them in the future. In the meantime, staying in contact with every person on your client list will benefit your firm and your reputation. Here’s how:

  1. You’re building a relationship. Many people are naturally mistrustful of attorneys. They expect you not to give them any real help until you’ve taken their money, like legal services are some kind of scheme. By keeping in constant communication with your prospects, you are building trust with your contacts. If done well, your relationship will benefit you both, ensuring loyalty and security.
  2. You’re building name recognition. Your clients have a lot going on in their lives. If they’ve contacted several lawyers or haven’t heard from you in a while, they’re likely to forget your name. A regular email or phone call keeps you fresh in the customer’s mind, so when one of their friends needs legal services, your name immediately comes to mind.
  3. You’re building loyalty. Many attorneys miss the opportunity to check in on their clients, thinking it will be too time-consuming. The longer you’re in business, the longer your client list gets—and keeping on top of correspondence can be difficult. But guess what? Your clients know that, too. When they get a call from you, they feel appreciated, making it more likely they will seek out your firm in the future.
Ben Glass
Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.