Last week, I had the pleasure of attending and sponsoring the Legal Lift event. David Ackert and his team at Pipeline Plus brought together in-house and outside counsel alongside leaders from legal marketing to discuss and discover the best ways for law firms to win and keep business.

Play the long game. From contact to contract can take up to 18 months. Most attorneys need to have orchestrated 14+ touchpoints with a contact they have been introduced to before a business opportunity will appear.  According to David, most attorneys follow up a maximum of twice after first contact.  In the room in NYC the maximum number was five contacts! This gives anyone playing a long game a great opportunity. You win because your competitors will not last the race.

The speakers at Legal Lift repeatedly reiterated that ‘recency of contact’ was key to who was front of mind and, therefore, who was called, who was invited to apply for panels, and who would be sent an RFP.

According to Thompson Reuters, Global Elite Law Firm Brand Index research, recent contact is the most helpful driver of new business with buyers of legal services. They asked 415 buyers of legal services and found that providers effective at maintaining regular contact are more likely to be named top-of-mind by buyers, and the best way to stay top-of-mind with buyers is to make sure to stay in ongoing contact with them.

Communicate Consistently and Transparently: 

Another message, loud and clear, was to foster trust through honest discussions, humility, clear expectations, and proactive updates, even during challenges.

Thought leadership:

In an era where clients expect more than legal advice, thought leadership can help law firms distinguish themselves and build lasting relationships. By sharing insights through articles, panels, or webinars, attorneys working at law firms can showcase their expertise, demonstrate alignment with their client priorities, and remain front of mind.

As highlighted during the Legal Lift Conference, successful partnerships stem from trust, clear communication, and understanding. Thought leadership reinforces these values, positioning your firm as a forward-thinking advisor deeply invested in your clients' success.

PS For those who have Passle this is reason you use ISTATOY (I saw this and thought of you). ISTATOY is now powered by powerful AI, which means it is just one click and a couple of lines of text, and you will be top-of-mind and seen as their trusted advisor! It works.