What to Do with Leads Acquired at a Conference

Legal Business Development: What to Do with the Leads You Acquire at a Conference

by Paula Black

Iworked with a client the other day to figure out what strategy she should put into place to maximize the 60 business cards she picked up during a two-day conference that was truly filled with people who are her target market. First and foremost, it’s about building relationships, so where do we begin?

The first “touch” needs to be a very personal email, referring to the interaction at the conference. This presented a problem for my client since she couldn’t remember something specific about each of the 60 individuals she met. It’s not unusual ... 60 people are too many unless all you are going to do is turn the names and emails over to your marketing department to add to your database. And the probability of turning those people into clients is slim to none.

There is another way. Since the attendees of this conference are her target market, she needs to make sure these 60 individuals do not slip through her fingers. Hence, it will take a bit of time but could have great rewards if done right.

 Do research on each person.

When she sees their photo, it may jar her memory or she will find something in the bio that will be relevant.

 Sort them into A, B and C possibilities.

“A” being the hot leads.

 The A’s need to be sent with the VERY personal message.

And include something you are giving them. A piece of information or some gesture that would be valued. You need to give something before you ask for something.

 Repetition, repetition, repetition!

It’s important that you schedule your future touch points, at least 3 for this “after conference follow-up.” So, “touches” number 2 and 3 need to be planned out. All three should happen within 2 weeks of the conference.

 On-going follow-up.

A’s could be once a month, B’s could be once a quarter and C’s twice a year. Each time, refer to something that happened at the conference or some personal conversation.

The idea with the “A” leads is to stay top-of-mind. With B’s and C’s, it is to move them up the chain. Think of reasons to get together. A football game, a concert, etc.

Remember that generally people don’t have work just waiting for the right attorney. They find YOU and then it’s a matter of time ... when you will be thought of...for work. Building the relationship is the name of this game ... play it well, my friend! n

Paula Black is a legal business development and branding expert, author, consultant and coach. She has advised individual lawyers and law firms around the globe on everything from powerful and innovative design to marketing and business development strategy and implementation. She is the award-winning author of “The Little Black Book” series and the Amazon-best selling “The Little Black Book: A Lawyers Guide To Creating A Market Habit In 21 Days.” For more information visit: inblackandwhiteblog. com or paulablack.com.

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