Following up with a prospective business client can feel like walking a fine line. You don’t want to be pushy, but you also don’t want to let a valuable opportunity slip through the cracks. Many lawyers default to vague messages like, “Just checking in to see if you had any thoughts,” but these types of follow-ups often don’t resonate with decision makers.
Business clients aren’t looking for a lawyer who simply follows up, they want someone who understands their challenges, anticipates their needs and provides meaningful value. A well-crafted follow-up should help move the conversation forward, position you as a trusted advisor and make it easy for the client to engage.
Here’s how to craft follow-ups that feel natural, useful and client-centered, while avoiding the awkwardness of a hard sell.
Why Follow-Ups Matter in Business Development
Many lawyers assume that if a prospective client is interested, they’ll reach out when they’re ready. In reality, business clients often get busy, have competing priorities or simply don’t know what the next step should be. Thoughtful follow-ups help keep you top of mind and demonstrates your commitment to their needs.
Many decision makers say they’re open to engaging with service providers who follow up after a conversation especially when that outreach includes relevant insights or thoughtful next steps. Yet in practice, very few actually receive follow-ups that feel tailored or add value. That gap creates a meaningful opportunity for lawyers who take a strategic, client-focused approach to staying in touch.
The key is to shift your mindset: A follow-up isn’t about reminding them you exist, it’s about providing something helpful.
What to Say Instead of “Just Checking In”
Rather than sending a generic check-in email, make your follow-up purposeful by offering something of value. Here are stronger alternatives that will resonate with business clients:
If the prospect hasn’t responded to your initial outreach:
Instead of: “Just following up to see if you had any thoughts.”
Try: “I wanted to follow up on our conversation about [specific legal issue]. I recently handled a similar matter and saw a few key trends that might be relevant to you. I put together a quick summary—attached here for your reference.”
If you recently discussed a potential engagement but they haven’t made a decision:
Instead of: “Let me know if you’re interested.”
Try: “Since we last spoke, I came across a regulatory update that might impact your business. I’ve outlined a few considerations and how this could affect your industry. Let me know if you’d like to discuss.”
If they were considering hiring you but haven’t moved forward:
Instead of: “Just wanted to check in and see where things stand.”
Try: “Many companies in your space are re-evaluating [contracts, compliance measures, or risk strategies] given recent shifts in the market. If this is on your radar, I’d be happy to share what I’m seeing and discuss how you might want to prepare.”
The goal is to provide something useful, whether it’s a legal update, an industry insight or a proactive suggestion based on their business needs.
Ideas for Adding Value in Your Follow-Ups
A great follow-up doesn’t feel like a follow-up, it feels like an ongoing, useful conversation. Here are some effective ways to engage business clients:
1. Share an industry or legal update: If there’s been a recent regulatory change, court ruling or enforcement action that affects their business, send a quick summary with key takeaways. Business clients appreciate when you flag potential risks or opportunities early.
Example: “A recent FTC ruling on non-compete agreements may impact your hiring policies. I put together a one-page summary of what this means for employers. Let me know if you’d like to discuss how it applies to your business.”
2. Provide insights from similar matters: If you’ve worked on a case, contract negotiation or compliance issue similar to their situation, share relevant lessons learned without breaching confidentiality.
Example: “I recently advised another company in your industry on structuring vendor agreements to minimize risk. One key takeaway was [insight]. If helpful, I can share some best practices we’ve seen work well.”
3. Offer a checklist or best practices guide: If the prospect is navigating a complex issue, send them a simple, actionable guide that outlines key steps to take.
Example: “Many businesses are updating their cybersecurity policies in light of recent data breaches. Here’s a quick checklist of key legal considerations. Let me know if you’d like to walk through any of these in more detail.”
4. Introduce them to a useful connection: Facilitating valuable introductions shows that you’re thinking about their broader business needs not just legal matters.
Example: “I recently spoke with a CFO who has navigated a similar expansion strategy. If helpful, I’d be happy to introduce you two.”
5. Remind them of upcoming deadlines: If a regulatory filing, contract renewal or compliance deadline is approaching, use it as an opportunity to check in.
Example: “Just a quick note, your industry’s new reporting requirements go into effect next quarter. If you’re reviewing policies, I’d be happy to discuss any necessary updates.”
Make It Easy for Them to Engage
Your follow-up should invite a response, but without putting pressure on the recipient. Here are some ways to encourage a natural next step:
Ask a low-commitment question. Instead of expecting them to make a hiring decision immediately, ask for their thoughts on a relevant issue.
“Are you seeing similar challenges with [legal issue] in your business?”
Give them an easy way to respond. If they’re busy, offer multiple ways to continue the conversation.
“I can send over a quick summary via email, or we can set up a time to discuss, whatever works best for you.”
Be clear but not pushy. Make your offer to help explicit, but leave the decision in their hands.
“Let me know if you’d like to go over this in more detail, I’m happy to set up a quick call.”
Follow up more than once but space it out. Sometimes prospects need multiple touchpoints before they’re ready to engage. A good rule of thumb:
- First follow-up: 3-5 days after initial outreach
- Second follow-up: 1-2 weeks later
- Third follow-up: 3-4 weeks later with a fresh piece of value
Thoughtful Follow-Ups Build Stronger Client Relationships
A well-executed follow-up isn’t about chasing a client, it’s about demonstrating that you are proactive, knowledgeable and invested in their success. Business clients don’t want to be “checked in on,” they want trusted advisors who keep them informed and help them stay ahead of potential risks.
By offering insights, sharing relevant updates and making engagement easy, your follow-ups will feel less like a pitch and more like a valuable service. And when the time comes for them to hire legal counsel, you’ll be top of mind, not because you were persistent, but because you were genuinely helpful.
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