Insight Byte: Legal Marketing 2.0 Podcast Episode 169: It’s All About Relationships

Originally appeared on Legal Marketing 2.0 Podcast Episode 169: It’s All About Relationships- Techniques to Establish and Deepen Client Relationships to Grow Business, Presented by Good2BSocial, August 11, 2022

What and who should be considered when creating a sales pipeline?

One of the things that I recommend to my attorneys is just thinking through who they know and making a running list of current clients, prospects, and referral sources. It’s going to be your current clients and that includes the individuals that are actively sending you work, as well as those who are your champions within the organization. Sometimes folks just think about who’s directing the work in the immediate, but not necessarily who has been the person who said, ‘you need to go to Sam because he’s fantastic,’ or who may be a board member, or the CEO, or somebody else, so that’s important. Prospects are clearly someone that needs to be in that pipeline, and prospects in this case are who could send you work in the future. Attorneys shouldn’t forget the people that they went to law school with, the people that coach their kid’s soccer team, or an alum that recently went in-house. All of those folks are important.