Follow-Through and Follow-Up with Prospects

When you decide to advertise in order to build your clientele, you must be prepared to follow-through and follow-up with the prospects that contact you. This is especially true with online prospects. They are oftentimes Web-savvy and expect instant information and lots of choices. However, they are likely unsure about how to hire an attorney, and probably stressed or anxious about their legal situation. They want a solution to their problem now, and the first authoritative voice that offers it has a great chance to convert that prospect.*

Check your e-mail and voicemail often and follow-up quickly. The most successful clients contact the prospect as soon as the lead arrives. Multiple e-mails and phone calls may be necessary. Remember the prospect initiated the contact so you need to pursue them. Be sure to provide firm and attorney information in each communication. Referencing the firm’s Web site, free consultations (if offered), and suggesting alternative meeting places is helpful.

Mail a brochure and other information about your firm to the prospect the same day that you receive the inquiry. Do not quote prices or give estimates of costs. Without a deeper understanding of the consumer’s issues, it is likely too early to provide a solid estimate.

If the prospect e-mailed the firm, send a quick and professional e-mail immediately after receiving their message letting them know you received their request and will be happy to discuss the details on the phone.  Follow-up your e-mail with a phone call within hours, and reference the message and your interest in working with them.  If you haven’t connected, place another call and/or e-mail within 48-hours letting the prospect know you are still interested and available when they want to move forward with an initial consultation.

Be persistent. Continue trying to contact the potential client even if you think the trail has gone cold. Everyone moves at their own pace so continue to pursue.
 
Have a set procedure for handling all inquiries your firm receives. Know who is following-up with each inquiry as well as how they are following-up.

Customize and tailor each response so the potential client knows you are listening. Remember your approach is part of the sale.

*Turning Prospects Into Clients, A FindLaw White Paper

Sample E-mail Script Suggestions

Issue: Your receptionist hands you an e-mailed inquiry to contact a prospect but your day is busy running from court to your office with little time to follow up with the potential client.

A well-crafted e-mail with a clear call to action can cut through the clutter and set you and your firm apart from the rest. In fact, a template e-mail response can appear personal, consistently hit your selling points, and be perceived just as responsive as a phone call.

Step 1: Create a template introduction letter in the “drafts” section of your e-mail
application.

Step 2: Create the intro section. The greeting should start with Dear _.  (I or Our firm) received your message regarding your need for legal assistance with __.

Step 3: The body of the e-mail should let the prospect know why your firm can help the prospect with their issue. Years of experience, number of attorneys, philosophy and approach to these types of cases are important things to highlight. But keep it simple – not more than 3-4 sentences.

Step 4: Call to action section. Here you make an offer and tell the customer how best to take advantage of that offer. This can be as simple as offering a free initial consultation and providing your e-mail and phone number to schedule the first meeting. Other calls to action include signing up for a newsletter, visiting your Web site or blog to get more information, or providing helpful links to additional resources.

Step 5: Save this template as a draft. When you are ready to send it out, simply copy the body of the draft e-mail into a new e-mail, customize it and send it out.

Following this type of e-mail format will ensure that your prospect gets a timely, relevant response.

Do:
• Include your firm’s contact name and information, e-mail, phone number, physical address and Web address
• Offer directions to your firm or a link directly to this information on your Web site.
• Highlight things like free consultations or special skills such as additional languages you speak or area of expertise.
• Keep the communication professional and high level.

Don’t:
• Include images or heavy graphics in the e-mail. These may slow delivery. Text e-mails with links are preferred.
• Provide pricing. This is better left to a personal meeting where you can elaborate.
• Be overly “salesy.” Keep the focus on their issue and be willing to provide the help they need even if they don’t ultimately choose your firm.

Watch FindLaw's FREE webcast, Inquiry Management: Turning Prospects into Clients