As Tom Petty said, “the waiting is the hardest part.”

After delivering a compelling pitch to a prospective client, the follow-up email is a crucial step in nurturing that initial connection and continuing the conversation.

For lawyers, this is more than just a courtesy – it’s an opportunity to solidify the relationship and demonstrate the value they can bring to the table. Here’s a guide on how to craft an effective follow-up email that resonates with potential clients.

1. Express Gratitude with a Personal Touch: Begin your follow-up with a personalized thank-you note. This gesture of appreciation for the client’s time and consideration sets a positive tone for your email. Make sure to reference specific topics or discussions from the pitch to show your attentiveness and genuine interest.
2. Recap the Highlights: Include a brief summary of the key points from your pitch. Highlight how your legal expertise aligns with their needs. This recap helps in reinforcing your message and keeps the critical aspects of your proposal at the forefront of the client’s mind.
3. Provide Additional Resources: If during your pitch you promised additional information or resources, ensure to include these in your follow-up. Attach relevant case studies, blog posts, whitepapers or links to articles that offer deeper insights into how you can address their specific legal concerns.
4. Clarify the Next Steps: Outline a clear and concise action plan. Detailing the next steps, whether it’s a proposed timeline or a schedule for future meetings, provides clarity and shows your proactive approach.
5. Share Success Stories: Including client testimonials or case studies relevant to the prospect can significantly boost your credibility. These success stories act as evidence of your proficiency and experience in handling similar cases.
6. Offer Tailored Legal Insights: A brief analysis or legal insight related to the client’s industry or situation can be very impactful. This demonstrates not only your expertise but also your commitment to providing value beyond the standard pitch.
7. Encourage Further Dialogue: Invite them to reach out for any additional information or discussion. Providing direct contact details and ensuring they feel comfortable to engage further is key in building a trusting relationship.
8. Attach Useful Documents: If you referenced any brochures, service descriptions, lawyer CVs or other materials during your pitch, attach these documents to your email. Make sure they are easily accessible and relevant.
9. Consider a Personalized Video Message: A short, personalized video message can be a unique and engaging addition to your follow-up. It adds a personal touch that can differentiate you from others.
10. Suggest an Educational Session: Offer to host an educational session at their office or virtually via Zoom. This can be a workshop, webinar or Q&A session tailored to their specific needs or interests. It’s an excellent way to showcase your expertise, provide additional value and build a stronger connection with the potential client.
11. Follow Up on Next Steps: Instead of just leaving the ball in their court, actively suggest a follow-up meeting or call to discuss the next steps. This can be a more effective approach than just providing a calendar link, as it shows your eagerness to keep the conversation going and work collaboratively towards a solution.

Key Takeaways for Effective Follow-Ups

• Personalization Is Key: Tailor your follow-up email to reflect the specific discussions and interests of the prospective client.
• Balance Professionalism and Approachability: While maintaining a professional tone, ensure your email is approachable and encourages further dialogue.
• Demonstrate Value Continuously: From sharing additional resources to offering to do an educational session, consistently showcase the value you bring.

An effective follow-up email can be the difference between a missed opportunity and a fruitful professional relationship. By incorporating these elements, lawyers can significantly enhance their chances of turning a prospect into a loyal client.

Reviving Silent Conversations: Keeping the Momentum Going

Even with a well-crafted follow-up strategy, there are times when the conversation with a potential client may go silent. This is a common challenge in the legal profession, but it doesn’t necessarily signify a loss of interest. Here’s how to tactfully re-engage and keep the conversation going:

• Follow-Up Check-In: If you haven’t received a response after your initial follow-up, send a polite check-in email. Frame it as a courteous reminder and express your continued interest in assisting them. A simple message asking if they had time to consider your proposal or if they need any further information can reopen the lines of communication.
• Share New Developments or Insights: Keep the prospective client informed about any new developments, insights or updates in your field that might be relevant to them. This approach shows that you’re thinking of them and their needs, even beyond the initial pitch.
• Offer Additional Value: Propose an additional value that wasn’t part of the original conversation. For instance, you could offer a brief legal analysis of a recent regulation change relevant to their business or invite them to an exclusive webinar your firm is hosting.
• Personalized Touch: Personalize your communication based on previous interactions. If they mentioned a specific business challenge or a personal interest in your earlier discussions, bringing this up can show your attentiveness and genuine interest.
• Set a Gentle Reminder for Future Opportunities: Sometimes timing isn’t right. Acknowledge this possibility and let them know you’re available to assist whenever they’re ready. A gentle reminder that you’re just an email or call away can leave the door open for future engagement.
• Networking Events and Casual Meetups: Invite them to networking events, seminars or casual meetups. This can provide a more relaxed setting to reconnect and can sometimes be more effective than formal business meetings.

Reviving a silent conversation requires a balance of persistence, tact and providing value. By staying in touch and continually offering relevant insights and assistance, you can keep the relationship warm and potentially reignite their interest in working with you.

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Stefanie Marrone advises law firms of all sizes, professional service firms, B2B companies, recruiters and individuals on the full range of marketing and business development consulting services designed to enhance revenue, retain current clients and achieve greater brand recognition. She also serves as outsourced chief marketing officer/marketing department for small and mid-size law firms.

Over her 20+-year legal marketing career, she has worked at and with a broad range of big law, mid-size and small firms, which has given her a valuable perspective of the legal industry. Connect with her on LinkedIn, Twitter, YouTube, Instagram, sign up for her email list and follow her latest writing on JD Supra.