Persistence done professionally isn’t pushy – it’s smart business, writes Paul Ippolito.
Why this conversation matters
This is a topic that’s rarely discussed: the practical reality of how many times to follow up a lead. Ask a group of lawyers this question, and the answers will vary wildly.
Most lawyers, however, don’t follow up nearly enough. They’re reluctant because they don’t want to seem pushy, but the truth is, persistence done professionally isn’t pushy. It’s smart business.
I see this reluctance all the time when coaching lawyers – an outright hesitation to follow up with potential clients – often because they are too busy and have other things to do. Ironically, it often surfaces when someone quietly admits their referrals have slowed or conversions have dipped.
Pitching to leads makes many lawyers uncomfortable. Following them up is even more so. It challenges that deep-seated professional identity of “I’m a lawyer, not a salesperson.” Many see selling as unprofessional; as a result, follow-ups slip through the cracks, costing conversions, clients, and cash flow. But here’s the thing – if you’re running a practice, you’re running a business, and businesses follow up their potential clients.
Follow up more than you think
Here’s my view: following up should be part of your daily routine. Consistent, professional follow-up needs to be built into your systems, not left to chance. I have the same view on networking. Lawyering is not about lawyering alone.
I understand the hesitation. Lawyers are trained to give advice, not to sell themselves. But selling yourself is now well and truly part of the job. In an age of AI, your ability to connect, build trust, and convert leads is what separates you from other lawyers. Law school doesn’t teach this (though it probably should).
Not following up is not laziness; it is more hesitation born of discomfort. Yet, rainmaking, converting leads into real work, is the lifeblood of a practice. Workload and cash flow rarely line up neatly, so you need to create consistency of lead conversion through disciplined follow-up.
So, you should be following up your leads and more than you think.
The trick is finding that sweet spot between professionalism and persistence, selling without feeling “salesy” and certainly not harassment. That balance takes time and practice; it’s almost an art form, but it’s worth it.
What lawyers usually do (and don’t do)
I ran a poll on LinkedIn recently asking, “How many times should you follow up with a potential client?” The options ranged from “none” to “until they say yes or no”.
Most said they’d stop after one or two follow-ups.
Here’s the pattern I see in my own interactions with lawyers – a lawyer has the first chat, pitches, states a quote, the client says, “let me think about it”, and the lawyer politely moves back to their work. No system. No follow-up, and therefore, no conversion.
Even those who track leads properly (which you should do) usually follow up only once or at best twice, maybe a polite email a week later. Then silence. Lawyers don’t want to seem annoying, so they let it drop.
The above strategy especially doesn’t work for urgent legal matters, which you should follow up on the next day at the latest. That’s not desperate, that’s competitive reality, as someone else will call them up again first.
It’s important to get both the client’s phone number and email early on. That’s not simply good admin, it’s good strategy. While I know many lawyers hate phone calls, phone beats email every single time. You’ll learn more in a few minutes on the phone than in back-and-forth emails. Phone is strong. Email is weak. Sorry to put that so bluntly; however, if you can follow up by phone, your conversion rate should soar.
Why following up matters
People today are distracted, overloaded, and slow to decide. Ghosting is common, not because people are rude, but because they’re overwhelmed. Don’t take silence personally.
Following up isn’t harassment. It’s professional and helpful. It’s a gentle reminder that you’re still there, ready to assist.
Follow-up leads to either a “yes” (great) or a “no” (also great, as it gives you closure and feedback). Silence, though, usually means there are still questions or doubts you haven’t addressed. That’s opportunity, not rejection.
Never also assume someone didn’t come back to you because your fee was too high. Ask. Clarify. Learn from this interaction for next time. Following up gives you valuable insight into how your pitch landed, and that’s gold for improving your process.
Oh, and it may be your sales pitch that needs working on.
How many times?
At a bare minimum, once or twice, ideally three or four times. That’s not excessive. Legal services require trust, and trust takes time.
Some leads take weeks or months to convert, and that’s normal. Legal decisions carry emotional weight and risk. People procrastinate.
So, keep it consistent, respectful, and patient. A simple “just checking in” can work wonders.
Stop worrying about being pushy. Persistence isn’t desperation. It’s professionalism.
If you want the work, show up, respectfully and consistently. Otherwise, you’re leaving opportunity (and money) on the table.
Persistence pays off
My own approach is simple: follow up regularly, respectfully, and consistently until you get a yes or no.
Stay casual, friendly, and professional. Once every week to 10 days is plenty.
Make sure you contact a new lead quickly, ideally within hours. That’s how you show you’re serious, reliable, and switched on. First impressions matter, and speed matters more than ever. You will not come across as desperate by returning a call or email quickly.
Ask for feedback from the prospective client regarding the pitch. Handle questions as well as objections as opportunities for better framing next time. Know your value when you communicate your pitch. Focus on the difference you can personally make, not just the service you are selling. Be more human, less “lawyer-sounding”, when pitching a lead.
You’re not pestering anyone. You’re helping a busy person decide something they already wanted to do. By staying visible and available, you’re not chasing; you’re leading.
I’ve had plenty of clients thank me for my persistence. Not because I wore them down, but because I helped them move forward. People struggle with decisions. Our job is to guide them through.
So do your potential clients a favour – follow up regularly, professionally and until they say no.
Because if you don’t, someone else will.
Paul Ippolito is the principal of Ippolito Advisory.
