What are you doing to stay top of mind (without being annoying?)
Most people don’t hire a lawyer after one interaction.
In fact, research shows it often takes 7–10 meaningful touchpoints before someone decides to work with you.
So what happens after you meet someone at a conference, a bar event, or through a mutual connection? You need a system for staying top of mind—consistently and authentically.
The key: Always think about your next touchpoint.
I’m not talking about doing it in a pushy, “hire me” way… but in a “let’s keep the relationship alive” way.
Here are some easy, lawyer-friendly ways to do that:
💠Send a LinkedIn connection request with a personal note
💠Share an article or podcast episode they might appreciate
💠Set a tickler to check in a few months later
💠Invite them to be a guest on your podcast (okay, not everyone has a podcast but I do so that is one of my techniques).
💠Invite them to join a panel discussion or webinar you’re presenting
💠Suggest meeting for coffee (virtual or in person) to learn more about their practice
💠Send holiday greetings (not just in December!)-It can even be a Happy Ground Hog Day greeting. It doesn’t matter as long as it’s authentic for you!
💠Acknowledge life milestones:
- birthdays
- weddings
- births
💠Congratulate them on job changes, promotions, awards
💠Forward an interesting CLE, event, or networking opportunity
💠Make an introduction when it’s genuinely helpful
💠Comment thoughtfully on their LinkedIn posts
💠Share a resource connected to something they mentioned (a book, a tool, a connection)
💠If you promised to follow up, always follow up
And sometimes… simply check in to ask how they’re doing (e.g. if you know they or a family member has been sick or even died). A quick note say you are thinking of them can go a long way.
None of these require more than a few minutes. But over time, this is exactly how trust is built and referrals happen.
In relationship-driven professions like law, business development isn’t about pitching. It’s about staying relevant and remembered.
And that happens one touchpoint at a time.