Rainmaking Recommendation #95: Follow Up for Success

sales statisticsA little while ago I came across these startling statistics that apply to sales people.  While I do not know if these statistics are truly accurate or who published the study, they have been floating around the internet for a little while.

  • 48% of sales people never follow up with a prospect
  • 25% of sales people make a second contact and stop
  • 12% of sales people make more than three contacts
  • 2% of sales are made on the first contact
  • 3% of sales are made on the 2nd contact
  • 5% of sales are made on the 3rd contact
  • 10% of sales are made on the 4th contact
  • 80% of sales are made on the 5th – 12th contact

Now, remove the words “sales people” and change the word to “lawyers”, and the words “sales are made ” with “retainer agreements signed”.

Regardless of whether these are precise stats, this is one the biggest problem that most attorneys have when trying to become rainmakers:  Follow up.

One of the objections I hear most from my coaching clients is: “they’ll think I am a pest.”  I’ve already addressed this in Rainmaking Recommendation #80.

Following up doesn’t mean pitching your services over and over again – that’s what sleazy salespeople do.  It means keeping in touch in meaningful ways that will benefit the person with whom you are trying to create a relationship.

  • Introduce them to a potential client for their business,
  • Provide information to them that they need,
  • Send an article that is of interest to them,
  • Invite them to a seminar, networking event or fun event in which they would be interested.

Notice it’s all about them.

Stop selling (i.e. pitching your services) and start finding a way to help your prospective client in a way that will allow them to enjoy your 5th through 12th contact with them.


  1. Great article. It is very true. I have retained clients that initially wanted to “think about it.” They are still interested, and you need to stay on their minds.

  2. Jaimie Field says

    Thanks Heather. “Think about it” usually means that they haven’t made a decision because you haven’t proven to them that you can help them solve their problem. However, if you keep following up and provide them with more information about how you can help – not pitch your services but provide real solutions – they will hire you. Good luck!

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