Legal marketers will throw the phrase “touch point” around and while we understand what it means and why they are important. I wonder about the lawyers out there? Touch points are those little or big interactions you have with clients, potential clients, referral sources, etc. Depending on the relationship, and the legal marketer speaking, it can take upwards of 12 touch points to convert a prospect into a client. Touch points can be phone calls, having coffee, sending an e-mail with a note and a link to an interesting article, an invitation to a firm event, taking a prospect or client to a sporting event, an in-house CLE program, etc. I think most lawyers (and most people) give up after the second or third touch point:
- I met the person
- I followed up with an e-mail inviting him or her to connect on LinkedIn
- I invited the prospect to the firm dinner at X industry event
So, why haven’t they given me their business? Moving on. Don’t give up. You’re still in the wooing stage and some prospects play harder to get than others. The prospective client needs to get to know you , like you, and trust you. Once you have achieved that, you then need to be top-of-mind when a new case or matter presents itself. THAT is what touch points will do for you. They will provide you the platform to build a relationship, and then stay top-of-mind. Touch points do not have to be huge, they just need to be regular and authentic. I had a situation come up this morning and, after thinking about it, I realized that while I could easily and quickly handle it, it would make a great touch point for the attorneys involved. I would urge you, my lawyerly friends, to not let a touch point pass you by. What do I mean by that? Don’t have your secretary or the marketing hack do for you what you can easily do for yourself:
- Pick up the phone and make the follow up calls yourself to the upcoming firm event.
- If you’re a member of a LinkedIn Group (and join some if you are not), you should be adding the links to your latest and greatest blog post, not the marketing director.
- Add the personal note on the firm holiday card, or, better yet, create your own.
- Don’t wait for your client to discover the firm’s blog … send a personal email and invite.
- Post to the firm’s blog or website about your latest win, and let your client know why the win/decision is of importance to them.
Basically, it comes down to this, why give someone else brownie points with the client, when you could be collecting them for yourself? (The small print: results will vary, and not every prospect will convert into a client)