I was having a conversation this week with a law firm coaching client about following up with prospective clients after your consultation call. How do we follow up with leads without becoming that persistent, annoying voice in their inbox that makes them want to pull away from us? 

The strategy that I’m going to share with you today is what I personally use and I find works well.

It was partly formed by my experience as a prospective client for different services and products. When I find myself receiving those frequent and persistent follow ups, they tend to push me away. But, on the flip side, I also genuinely appreciate some follow-ups because life gets busy, things can easily slip through the cracks, and I often need those gentle reminders to follow through with things that I genuinely do want to purchase or services that I want to retain. Now, when it comes to the frequency of follow ups, that’s a delicate balance. If you’re following up too frequently and someone still isn’t responding, that’s usually a red flag indicating some form of resistance. It might not be you, it may not be your services, but it could be timing or financial considerations on their end.

So, let’s dive into this follow-up strategy:

1. Same Day or Next Day Recap

Send a recap of your conversation after your consultation call and inform them of the next steps if they’d like to move forward. If they’ve already expressed interest in moving forward, then go ahead and send them your onboarding file along with a summary email of the call. 

One of my golden rules in following up with leads is to provide value right from the start. Did they mention something else, maybe completely unrelated to the legal matter during their call with you that you could help with even if indirectly in a small way? Perhaps they mentioned a need for a logo designer or a website designer. Maybe that’s not connected to your services, but do you know a web designer? Do you know a logo designer that you could refer them to? If you do, include a recommendation in your recap email. Not only does this show that you’re attentive, but it also demonstrates your commitment to go the extra mile when they choose to work with you.

Another way to deliver extra value to a prospective client in your recap or your summary email right after the consultation is by offering them resources that can genuinely assist them with their matter. Do you have a PDF that you’ve created, outlining the process of the service you provide with frequently asked questions? If not, perhaps that’s something you can create. Attach something like that to the email. Not only will it educate them on what to expect in this process with you, but it will also showcase your expertise and provide them with valuable insights.

2. First Follow-Up Email (5-7 Days Later)

If they haven’t signed your engagement agreement or taken any other steps to move forward, such as asking follow-up questions, and there’s been silence on their end, I would recommend following up with an email about five to seven days after your consultation or recap email. This is the first time when you might use language like, “I am reaching out to follow up on September 12th consultation”, for example. This is your first “follow-up”. Of course, offer to answer any questions they may have and be available for a second call, if necessary. This follow-up email can be concise, as it’s possible they didn’t even view your initial email, and it’s only a week later. Life may have simply gotten in the way, so there’s no need to overly elaborate.

3. Second Follow-Up (10-14 Days After First Follow-Up)

At this point, if you still haven’t heard back from them at all, and it’s just been radio silence from their end, then I would wait and follow up with them one more time, maybe 10 to 14 days after your first follow up. So, now we are 15 to 20 days post-consultation. This will usually be my last follow-up before I cease my follow up efforts to avoid being that persistent annoying person in their inbox.

Now, maybe they do respond and the answer is something like, “I want to move forward, but just not right now” or “I just need some time to budget for it.” In these cases, feel out the situation and set a reminder for yourself to follow up with them when you think it would be natural to do so based on your conversations. That might be next month or it might be next quarter.

Back to this the substance of this second follow up email – if you haven’t heard back at all, it’s safe to say that there’s some resistance there. It could certainly be that their life is just really chaotic right now (I can completely relate to that!). But there’s probably something holding them back, whether it’s money or not quite being sure if they really need your services. It could be that they just don’t want to deal with the issue right now.

If you have reason to believe that you know what their resistance is, try to gently address that and assuage their concerns. If you’re not sure what the point of resistance is, then consider recapping their problem and communicating how your services are going to help solve that problem. If you feel like it’s appropriate, this might be a good time to remind them of the potential outcome if they do not address the issue. And then again, of course, make yourself available to answer any questions or address any reservations that they may have about moving forward.

Patience is Key and Personalization Sets You Apart

The key in this entire process is patience. Remember that not everyone operates on the same timeline, and some decisions, especially those involving legal matters or significant financial commitments, may take time.

Give your leads the space they need while letting them know you’ll be there when they’re ready. I’ve had clients who retained me and made payments within hours after our first consultation call, while others come back after nine months for the same matter. Trust the process.

Personalization is another key factor in converting leads into clients and maintaining those relationships. Remember the details of your interactions during the consultation, such as their challenges, goals, or personal aspects they mentioned. Use this information to tailor your follow-ups and recommendations. This demonstrates that you remember and care about their specific needs, setting you apart from potential competitors.

I have to confess; it may be my mom brain, but sometimes, after a consultation, I may forget details within a week or two until I review the intake form and my consultation notes. Perhaps you’ve experienced something similar after a law school exam, where you’d study intensely, take the exam, and promptly forget the information after downloading all that information from your brain to the exam paper. Whether or not you can relate, it’s essential to write down information during your calls and store it in your client management system or project management software for future reference.

Lastly, if they’re not ready to move forward, there’s another way to maintain communication without becoming repetitive: get them on your email list. Offer something valuable in exchange for their email address, allowing you to update them on your new blog articles, tips, and upcoming trainings.

Effective follow-up with leads is an art that requires a blend of persistence, patience, and value delivery. Recognizing signs of resistance and gently addressing concerns while remaining open and available for questions is key. Remember that every lead is unique, and their decision-making process may not align with your desired timeline.

While the goal is to have clients sign engagement letters and make payments on the same day as the consultation, this doesn’t always happen. Keep building relationships, networking, and booking more consultations. The more consultations you book, the more clients you’ll retain, reducing the stress of unresponsive leads or those who aren’t the right fit.