So you have a hot new lead for a possible client for your law firm. Perhaps he gave you his card at a business lunch, or he signed up for your free report. However, after many weeks of emails, he has never responded to your call to action, never called the office, never expressed an interest in hiring you. At what point do you decide you’re being a pest? At what point do you stop following up on that email lead?
Never.
Not. Ever.
Even if the lead never calls.
Even if you find out the lead went to another attorney.
Never.
I didn’t coin this expression, but I like it so much I’ve hijacked it: You should follow up on your leads until they die, buy or unsubscribe.
In other words, unless they expressly tell you never to contact them again, consider them a viable lead and keep reaching out. As we’ve said numerous times over the past few months, your unconverted leads are the diamonds in your backyard, the hidden treasure that can make your firm wealthy.
Here’s why you should always keep sending emails to your leads.
That Person Will Need Your Services at Some Point
When a lead says “No,” she means “Not now.”
Statistically speaking, at some time in her life, that person will need an attorney with your expertise. If you give up on your lead before she needs you, she will find another attorney. A wasted diamond: Don’t let this happen!
You Are Not Bothering Them—You’re Reminding Them
Trust me—if a lead doesn’t like you sending emails, he will make the effort to hit the unsubscribe button. He might not read them; he might not even open them. But every time that email shows up in his Inbox, he’s reminded that you’re still around if he needs you. When that day comes (see previous point), yours will be the name he remembers.
It Costs You No Extra Money or Effort
When you automate the process, email marketing is one of the least expensive ways to engage your leads. You aren’t wasting your time or your money because you’d be writing and sending out those emails, anyway. Anytime a presumably “cold” email lead responds to your 97th email and becomes a client, it’s basically free money at that point. Why would you let that money slip away?
Like any other lead, following up on your email leads is the key to conversion. No matter how long it takes, keep checking back. Never assume an email lead is “dead” until they die. Or buy. Or unsubscribe.
