You undoubtedly have heard how important follow-up is to marketing and business development. Clients and referral sources are most likely to refer business to people they have heard from or seen in the prior three months, which means a sustained effort to stay in touch is required. We also know that (depending on who you read) business will come after five, seven or even more quality contacts with a single prospect. Yet few lawyers will make nearly that many approaches. Finally, marketing success involves both time and timing; you often don’t know when people will need your services so you need to be patient and stay top of mind.
Originally published May 23, 2018
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