10 Types of Effective Follow-up

training, followup, law firm marketing, legal marketingRainmakers know better than to make empty follow-up calls saying, “Anything new?” or “Is there something we can do for you?” or “How would you like meet one of my partners?” These calls will fail because they offer nothing of value. It is essential for each follow-up message to offer the recipient a reason to continue the relationship with the caller. Following are 10 ideas to choose from.

  1. Offer free training or CLE at the client’s premises. If they liked the general conference, they’ll love the intimate tailored workshop.
  2. Invite prospects to attend your Web seminars, speaking engagements and public seminars. Not only will they learn something, they’ll more likely perceive you as an expert.
  3. Send congratulations — personal and business. This is why it’s useful to learn another person’s birthday and to notice their career promotions.
  4. Invite potential clients to social events, mixers and firm outings. If you plan to have a good time, you can win new business by sharing the fun with clients.
  5. Send a link to a relevant blog or online news story. The other person may already know the news, but will appreciate that you thought of them.
  6. Distribute a case study that analyzes an actual situation that the person you are pursuing can relate to.
  7. Send a checklist that the other person can keep on hand, such as “10 things to do after a traffic accident” or “Estate planning steps to take when an elderly parent goes into assisted living.
  8. Publish a “Biggest Mistakes” newsletter recounting cases and transactions where a legal disaster happened to someone like your target. Good topics might include “How a local construction company went bankrupt” or “Lessons learned after a costly divorce.”
  9. Ask people to “Rate Yourself” against best practices. People love quizzes. Any prospective client will appreciate a one-page list of policies and procedures that your must successful current clients are using.
  10. Give a GOT. I credit this idea to David Ackert, a business development consultant in Los Angeles. A “GOT” is a Gesture Of Thoughtfulness. An example is a Chicago lawyer I knew who would personally deliver finished documents to a bank client, and bring along several coffee cakes that he had baked for all the staff and clerical personnel.

Remember, before you undertake any marketing initiative, Step #1 is to plan what the follow-up steps are and who will take them. What a lawyer does after the first meeting is more important than the initial meeting. Be sure to follow up in a meaningful way that makes the other party want to have more contact. The new clients, files and revenue will all arrive after the initial meeting.

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