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Let’s face it, lawyers are competitive, hardworking, deadline-driven multitaskers. After all, to be successful with clients and move up the partnership track, these traits are almost essential. A lot of us create a daily to-do list and are thrilled by the simple act of crossing off a task or, conversely, stressed out when tasks remain at the end of the day.
And many, including me, are so anxious to cross off tasks that they write a task on their to-do list after they complete it just so they can mark it off!
Slow Down! Thinking Through Next Steps Leads to More Business
Unfortunately, this task-oriented mindset often precludes opportunities to think through possible next steps and follow-up strategies.
For example, let’s assume you discover a client’s non-compete agreement, used in all 50 states, is not valid in one of the states for whatever reason. The obvious task is to let the client know, then correct the agreement for that state and move on. Alternatively, a lawyer with a “what’s next” mindset will suggest a review of the current agreement against the standards in all 50 states to ensure compliance and avoid future issues. The client will appreciate the offer and proactive thinking, whether or not they take you up on your suggestion.
Transforming Prospects Into Clients Requires a What’s Next Mindset
A what’s next mindset can be a differentiator in your business development efforts. For example, most of the lawyers I coach have a prospect list. When I ask how they have interacted with those prospects, many say they have done lunch or had a similar meeting with their targets. Few, however, have followed up in a way that is strategic.
They haven’t thought “what’s next?”
Typically, it takes up to eight interactions, done over the course of six to 18 months, to convert a prospect to a client, and only 20% of your prospects (in my opinion) will become clients. So, with every touch, you must think of the next step in furthering the relationship and customize the follow-up for each prospect.
How Do You Develop a What’s Next Mindset?
Here are a few tips:
- Never mark off a task or dismiss an opportunity without asking what’s next. I have my clients write “what’s next?” on a Post-it and attach it to their computer monitor as a visual reminder.
- Become a better listener. Note anything the prospect or client may say that is of interest or that might be a door to additional opportunity. Add this to their contact information so you can use it going forward.
- Think more broadly. Your role is not just to complete a task for the client. Your role is to build a solid relationship over time with clients and prospects. Can you introduce them to someone you know who might use their product or service, or invite them to an event they would enjoy based on your conversations with them?
Executing Your What’s Next Strategy
Thinking about what’s next is important, but the execution is critical. Schedule and block off time in your calendar to do next steps and follow-ups. These tasks are just as important as anything else on your calendar, so make sure they are a priority.
What’s next thinking and follow-through can accelerate your practice, lead to more meaningful interactions and help you convert more prospects.
So, what’s next?
Written by Tea Hoffmann. Originally published on Attorney at Work