Like any other business, lawyers need to focus on business development to thrive. One of the most important concepts to understand in this process is the difference between suspects vs. prospects. Here, we will discuss what these terms mean and how you can go about developing relationships with potential clients.
Suspects are people who may need your services but who you have no current relationship with. To develop a relationship with a suspect, you will need to market to them in some way and try to get them to contact you.
Some suspects may be easy to identify, such as someone arrested for a crime. They may be less obvious, such as someone going through a divorce or considering starting a business. The key thing to remember is that suspects are people you think might need your services but with whom you have no current relationship.
What can you do?
To turn a suspect into a prospect, you will need to market to them in some way and try to get them to contact you. You can do this by:
1. Traditional Advertising
Some suspects may be easy to identify, such as someone arrested for a crime. They may be less obvious, such as someone going through a divorce or considering starting a business. The key thing to remember is that suspects are people you think might need your services but with whom you have no current relationship.
2. Online Marketing
Online marketing can be a great way to reach suspects you might not reach through traditional means. With online marketing, you can specifically target your audience and get your message to them where they are already spending time.
3. Personal Contact
Personal contact is often the most effective way to turn a suspect into a prospect. If you can meet someone in person and build a rapport with them, they are much more likely to use your services when they need them.
Once you have turned a suspect into a prospect, you can then start working on developing that relationship further. You can do this through:
• Regular communication, such as email newsletters or phone calls.
• Providing valuable content, such as blog posts or helpful guides.
• Offering discounts or special deals.
You will be more likely to convert your relationships with prospects into clients when they finally need your services by nurturing your relationships with prospects.
Once you have contact with a suspect, you can then try to develop a relationship with them. This is where the real work of business development comes in. You will need to learn about their needs and what they are looking for in a lawyer. Only then can you determine if there is a fit between their needs and your services.
If there is a fit, you can then start working on developing a more formal relationship with the prospect. This may eventually lead to them becoming a client. If not, at least you have made a new contact who may be able to refer you to someone else down the road.
Conclusion
The difference between suspects and prospects is essential for lawyers to understand. By focusing your efforts on developing relationships with potential clients, you will be more likely to build a successful law practice.