for attorneys

One of the biggest mistakes many law firms make is failure to do enough follow up with prospectice referral sources and clients. Think about it. What do you do? A prospective client contacts your office to inquire about your services. Perhaps one of your staff persons answers the individual's questions and tries to schedule an initial appointment for a consultation, which may or may not be free. The prospect reveals he isn't ready to commit to an appointment. Maybe you get his contact information and send hin a brochure and follow up call. Then again, some practices don't even do that.

Develop a Follow-Up System

For these people, you need a system in place to nurture them. Your system, should, as its goal, convince your prospects that your firm will be their definite choice whenever they are ready to take action.

Whether you contact people through e-mail, traditional mail or both, contact most be frequent and consistent. Communications should be educational and provide your prospects with information that is pertinent to their legal situations, and teach them what they need to know and look for when choosing an attorney within your practice area of law. Contact your prospects at least twice a month... Ideally, weekly.

To make this work, you need to develop a plan and much of your promotion in advance. Create a schedule and stick to it. Your marketing should include a mix of follow up letters, promotional mailers and newsletters. Your letters should be easily customized so that immediately after a prospect makes an initial contact, your offices sends a "personalized" message out the door within 24 hours based on a template.

Your material will be well received, if the content is informative and helpful. An occasional follow-up call to determine whether they have read the literature and to offer an intial consult is fine. Just make sure you do not do so often, as repetitive telemarketing turns people off.

Continue to send promotion to your prospects until they either purchase your services or ask to have their names taken of the list.

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Article written by Marc Aronson. Copyright © 2011, Business Builders. All rights reserved. No portion of this report may be reproduced or transmitted, in any form or by any means (including e-mail or fax), without written permission from Business Builders.