Keep at It! How to Keep in Comfortable Contact with Legal Customers

You’re scanning through your Rolodex (if you still have one), wondering which contacts to keep and which to discard. There are a bunch of names you could probably delete—after all, you’ve already called them once, and they said they’d decided against representation. So it’s probably time to clean out the list and start over, right?

Think again. To bring in new legal clients, you have to be persistent. You should be calling or emailing contacts on a regular basis to touch base with them, discussing your promotional materials and getting them to talk more about their legal needs.

Most legal customers are not going to make their decision to hire an attorney for a week, or even months, after the initial inquiry. For this reason, it is very important that you keep your name in their heads. The key is to get the customer’s attention while remaining professional and respectful—an easier task than it sounds.Stay in contact with your potential clients.

Here are the three stages of comfortable customer contact:

  • Initial query. You receive an email or call from a customer requesting more information. Your response should be an automated email letting them know the packet is in the mail, followed by prompt delivery of your free book. A few days later, call them personally to make sure it arrived, and to let them know you’re available for questions.
  • Regular follow-up. For the first six months, you should initiate some form of contact with a potential customer at least twice a month. This could be a personal email, a newsletter, or even birthday greetings if you know their personal details.
  • The long run. Your potential client has probably contacted several other law firms besides yours. How many do you think will take the trouble to continue marketing after six months? Not many, which gives you a great advantage and sends a message: you don’t give up on your clients!

Some attorneys stop contact with customers too quickly, wrongly believing that the customer will not welcome frequent emails or calls. Finding the perfect middle ground between familiar and annoying is hard to do at first, but once you’ve found it, you’ll be sitting in the sweet spot of customer contact...and your client list will reflect that.

Ben Glass
Ben is a nationally recognized expert in attorney marketing and the owner of Great Legal Marketing.