You’ve heard it a million times: “It’s not what you know, it’s who you know.” While legal expertise is absolutely essential, the truth is that building a thriving law practice requires more than just being an excellent lawyer.
Many attorneys with whom I work focus intensely on meeting new people – attending events, conferences, and seminars with business cards in hand – but then drop the ball on what really matters: nurturing those relationships through consistent, meaningful follow-up strategies.
The Relationship Lifecycle Isn’t a One-Time Event
Nurturing your network and keeping it fresh means being in frequent contact with those you already know. And when it comes to meeting new people, it’s not a one-and-done effort. It’s simply not reasonable to meet someone once or twice and expect them to become clients or referral sources.
Building professional relationships follows the same principles as personal ones – they require time, attention, and genuine interest to develop. The know, like, and trust factor that leads to business and referrals develops gradually through consistent and meaningful contact.
The 7-Touch Rule: Why Persistence Matters
Conventional wisdom in the marketing world says that you need to “touch” someone 7 times in 3 different ways before they start to pay attention and be willing to buy from you. While that’s not a hard-and-fast rule, the principle is sound: meaningful relationships develop through repeated positive interactions.
Consider these statistics:
- 80% of sales require at least 5 follow-up calls after a meeting
- 44% of salespeople give up after just one follow-up
- Only 2% of sales occur on the first contact
As lawyers, we’re not salespeople in the traditional sense, but we are in the business of selling our services and expertise. The same principles apply.
Making Follow-Up a Priority: Practical Follow-Up Strategies
1. Create and Regularly Review Your A-List
Make a list of those you consider to be on your high-priority A-list. This should include:
- Current and past clients
- Those who have referred business in the past
- Those who you believe could be an ideal client or referral source
Review your A-list at least quarterly and find ways to connect with those on the list, whether it’s a phone call, an email to say hello or share valuable information, an invitation to an event, or getting together for lunch or coffee.
Also pay attention to those who are possible sources of business but not as high priority – making sure you are in contact with your B-list at least twice per year is a good rule of thumb.
2. Develop a Personalized Follow-Up System
Not everyone appreciates the same type of follow-up. Some people prefer phone or video calls, others email, and still others value in-person meetings most highly. Pay attention to how your contacts prefer to communicate and respect those preferences.
Here’s a basic framework you can adapt:
- Within 24 hours after meeting: Send a personalized email mentioning something specific from your conversation
- Within one week: Connect on LinkedIn with a personalized message
- Within two weeks: Share a relevant article or resource that addresses a need or interest they mentioned
- Within 30 days: Invite them to coffee, lunch, or a virtual meeting
- Ongoing: Reach out at least quarterly with something valuable – no strings attached
3. Use Technology to Stay Organized
It’s impossible to keep track of hundreds of professional relationships in your head. Use a CRM (Customer Relationship Management) system or even a simple spreadsheet to track:
- When you last contacted each person
- What you discussed
- Any personal details they shared (children’s names, hobbies, etc.)
- Follow-up items or action steps
- When you should reach out next
Many law firms have CRM systems already in place. If yours does, take advantage of it. If not, tools like Clio Grow, Lawmatics, or even a customized Excel spreadsheet can serve this purpose.
4. Deliver Value in a Variety of Ways
Frequently communicating doesn’t mean constantly asking for business. In fact, most of your follow-up should focus on providing value without asking for anything in return. This might include:
- Sharing relevant articles, case studies, or legal updates
- Making introductions to others in your network who might be helpful
- Inviting them to events, webinars, or CLEs your firm is hosting
- Recognizing their accomplishments (promotions, awards, etc.)
- Checking in during important times (holidays, company milestones)
One of my clients keeps a “value spreadsheet” where she logs different ways she can help each of her key contacts. This ensures she’s always looking for ways to give rather than just take.
5. Be Consistent and Persistent Without Being Annoying
There’s a fine line between persistent and annoying. Here are some guidelines to stay on the right side of that line:
- Respect communication preferences
- Vary your approach and content
- Make each communication personalized
- Listen for feedback (are they responsive or distant?)
- Don’t take silence personally – people are busy
- Keep follow-ups brief and to the point
- Always focus on how you can help them, not just what you want
Common Follow-Up Obstacles and How to Overcome Them
“I’m too busy to follow up consistently.”
Solution: Block time on your calendar (I call them Power Hours or Power Blocks) specifically for follow-up activities. Even 30 minutes a week can make a significant difference. Make business development part of your job description so you focus on it regularly and it’s not just something you think about when there’s a (rare) lull in your work.
“I don’t want to seem desperate or pushy.”
Solution: Follow-up isn’t pushy when it’s valuable. Focus on how you can help the other person rather than what you want from them. When you approach follow-up from a giving mindset, it rarely comes across as desperate or aggressive.
“I forget who I need to follow up with.”
Solution: Implement a system – whether it’s a CRM, a spreadsheet, or even a series of calendar reminders. The key is to make your follow-up process systematic rather than relying on memory.
“I don’t know what to say in my follow-up.”
Solution: Create templates for different types of follow-up, but always personalize them. Save articles, case studies, and other resources that might be relevant to different contacts so you always have something valuable to share.
Remember That Business Development Is a Marathon, Not a Sprint
Successfully engaging in BD requires creating a consistent keep-in-touch cadence so you can develop the relationships that will lead to business opportunities. It’s about quality over quantity, and steady, valuable communication over time.
The next time you meet someone interesting at an event or receive a warm introduction, remember that the initial meeting is just the beginning. The real relationship building happens in the follow-up strategies.
What’s one relationship you’ve been meaning to nurture but haven’t found the time for? Make a commitment today to reach out – your future book of business will thank you!
Ready to take your business development efforts to the next level? The Ignite Women’s Business Development Accelerator provides a structured approach to relationship-building, including templates, accountability, and strategies to make follow-up a natural part of your professional routine. Learn more about joining our next cohort.