They’re interested. They know what you do and know they need your help. They (probably) want to hire you, but they don’t call or return your retainer agreement.
What can you do to get them off the fence?
The answer is simple. Easy to do. And could double or triple your sign-ups (according to studies).
What is this miracle strategy? Follow-up. Contact them again. Send them another letter, or email, or call.
Many (most) attorneys don’t. One email or conversation and they’re done. “If they want to hire me, they have my phone number” is the prevailing thought.
They don’t want to appear needy or pushy or bother the client. Or they followed up already and don’t know what to say to the client or prospect that they haven’t already said.
But here’s the thing. You’re not being a nuisance by following-up with someone who needs your help; you’re doing them a favor.
They contacted you or responded to you because they need your services but aren’t sure it will be worth the cost or if there are other options. Or they’re dealing with even more important, possibly urgent problems, and haven’t been focusing on this one.
They might have forgotten your initial conversation, or gotten distracted. When they hear from you again, they remember their problem or need and remember that you could be the solution.
Following up helps them decide to say yes.
But you need a plan.
Without a follow-up plan, when you follow-up randomly, you don’t know what to say or do, or when, or how often, or you get busy and forget to do it.
To your detriment and to the detriment of the client.
I can’t give you your plan, of course, because this will depend on your practice area, target market, deadlines, and other factors. But I can give you some guidelines.
In general, depending on your services and the urgency of their situation, plan to follow-up at least 3 times. If possible, do these a few days to a week apart, to give the prospect enough time to consider your solution but not so much time that they lose interest or find another lawyer.
Send these follow-ups at different times of the day, to increase the odds that they will see them, and for the same reason, use different media, e.g. email, regular mail, and, if appropriate, social media, phone or text.
Never apologize for contacting them again. Remember, they need your help.
Don’t limit your follow-ups to providing more facts or discussing the law. Stories and testimonials and emotional appeals can make a massive difference.
If appropriate, consider offering different services and payment plans.
Give them alternative ways to reply—filling out a form, calling your office to schedule a phone appointment or office consultation, calling your assistant with questions, or calling your cell. The more options you give them, the more likely it is they will do something and thus take the next step to hiring you.
Test different approaches, timing, and offers. Track your results and be prepared to modify your plan. But don’t get caught up searching for the perfect approach.
The most important element in a follow-up plan is that you do it. The second most important element is that you do it more than once.
However flawed your follow-ups might be, doing them more could be all you need to double or triple your sign-ups.
