I wrote last week about 5 steps to take to add to your prospect list. Now that you have some specific action steps to generate new clients and to move your potential clients onto your high yield contact list, you need to keep the momentum going.
Don’t fall into the common trap of thinking that clients will call you simply because you’re a good lawyer. Clients don’t appear by “magic.” Remember there is no luck involved in attracting clients. Finding new business is a matter of hard work and discipline. It’s a courtship. It takes time and patience and follow up.
Studies show that it takes between 8 and 11 impressions to convert a prospect into a client, but most lawyers give up after two or three impressions. Don’t give up. Get your prospects to like you, then know you, and then trust you. Focus on building the relationship.
How do you that?
First, make business development a daily habit. Try to devote 30 minutes every day to building your relationships and finding new clients. Don’t worry if you get sidetracked by a big transaction or a large court filing. Just get back to your routine after the large project is behind you. If you can’t do it every day, do it weekly.
One of my former partners devoted every Friday afternoon to business development. She spent this block of time staying current on legal issues important to her practice, writing blog posts, working on articles and going through her potential client target list and the actions steps for getting closer to each target.
Second, have a plan for how you are reaching out to your prospects. Think about what you’re sending them and how and when you reach out. As we’ve covered, potential touch points for lawyers include phone calls, emails, texts, blogs, newsletters, LinkedIn posts and groups, writing articles, speaking, firm announcements, practice area announcements, client presentations and Facebook groups. Try to invest more time into learning about using the internet to promote your services. Online marketing has come a long way in recent years, and harnessing the potential of SEO techniques to target potential clients in your area is too good an opportunity to miss. You might even want to reach out to some of the fantastic seo consulting services out there for some specific advice and guidance to give your digital marketing efforts a boost.
Third, don’t get discouraged. When you commit to generating and maintaining clients over the long haul, your efforts become more than a scheduled task in your day. You must make it daily habit that becomes second nature. Keep at it.
Finally, if you would like to know I used these tips to become a rainmaker, please check out my Legal Ally Rainmaking Program.