IndyBar: Lead and Follow(up): What Do You Do with Potential Clients Who Don’t Convert

Jared Correia

By Jared Correia, Red Cave Legal Consulting, IndyBar Law Practice Management Consultant

What happens when you don’t convert a lead? For most law firms, the answer is resounding: absolutely nothing.

Just because a potential client doesn’t convert immediately doesn’t mean that you’ve lost that opportunity forever. Legal consumers who reach out to law firms aren’t always ready to sign up right away, for a number of reasons. That doesn’t mean that those folks will never want to use your legal services — even if most attorneys treat that as a final answer. Even if lawyers would like another crack at those non-converting clients, they don’t do anything about it; most will never contact that lead again.

In order to give yourself another bite at the apple for leads who don’t convert the first time, you need to be able to develop a remarketing strategy. There is significant value in someone’s willingness to provide you with their contact information, and if you don’t access it, you’re leaving that value on the table. Even if that potential client never ends up converting, there may still be the opportunity to access referrals from those leads.

There are any number of ways you can remarket to leads, but probably the easiest is by building an email marketing program. Get your contact list together and upload it to a service like Mailchimp or Constant Contact, add the new leads to that system and push a client alert or e-newsletter every month or quarter. Simply by getting touches on those contacts, you remind them of what you do and of your availability as a service provider. If you’d like, you can segment those contacts so that you can differentiate your messaging to lost leads versus former clients versus referral sources.

If you want to know what to do with all those lost contacts, we can help you build a strategy to find new value.•

The IndyBar offers FREE law practice management consulting services through Red Cave Law Firm Consulting. To request a consult, go to indybar.org/lpm and start running your law firm like a business.

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