How to approach and follow up with a prospect

A positive first impression is crucial. It will help contribute to your success in generating leads, acquiring clients, expanding your professional network and even advancing your career goals within your industry or field of expertise.

The below is a step-by-step guide on how to approach and follow up with a prospect, to capitalize on valuable networking opportunities, build long-term relationships, enhance your professional reputation, differentiate yourself in a competitive landscape whilst maximizing the return on investment of conference/event attendance!

Here we go:

• First of all, ensure your online profiles, such as LinkedIn or your bio, are up-to-date and reflect your expertise, making it easier for prospects to learn about you before the event.

• Think about engaging with attendees on social media platforms before the event, by liking or commenting their previous posts. 

• Make sure you have enough business cards. If you don't, download your LinkedIn QR code. Personally, I created an easy iPhone wallpaper for my lock screen, which displays my LinkedIn QR code. Before an event I can easily set my customized wallpaper, which can be quickly scanned by a prospect!

• When you arrive at the event, make sure you look professional: wear attire that reflects professionalism. 

• Ensure your name tag is visible and easy to read, this will allow prospects to approach you by name if they are interested in connecting.

• Always maintain open and welcoming body language, such as smiling, making eye contact and standing or sitting in a relaxed yet attentive posture.

Before approaching a prospect with confidence, it's important to ensure you're presenting your best self. Approaching the interaction with greater confidence will increase your chances of making a positive impression. To do that:

• Set your intentions. Remind yourself of your goal for the interaction, whether it's networking, seeking potential clients or exchanging industry insights.

• Have your elevator pitch in mind. Be ready to introduce yourself and briefly describe what you do. Practice delivering it until you feel comfortable and confident.

• Prepare conversation starters. Think of potential conversation starters or questions related to the event/conference topic, industry trends, or the person's background. Having a few icebreakers ready can help ease into the conversation smoothly.

For those who need that extra confidence boost:

• Think about practicing positive self-talk: affirm your skills, expertise, and value as a lawyer. Remind yourself of past successes and experiences that showcase your capabilities.

• Visualize success. Take a moment to visualize yourself approaching the person confidently, engaging in a meaningful conversation, and achieving your desired outcome. Visualizing success can help reduce anxiety and increase confidence.

• Take a deep breath. Before approaching someone, take a deep breath to center yourself and calm any nerves. Slow, deep breaths can help reduce anxiety and promote a sense of relaxation and focus.

Now, you're ready to roll!

Position yourself strategically, near areas where prospects are likely to gather, such as near the entrance, refreshment stations or common seating areas. When you approach a prospect:

• Approach with confidence. Walk up to the person you want to introduce yourself to with confidence. Maintain good posture and a friendly expression.

• Offer a firm handshake while making eye contact. This gesture shows professionalism and establishes a connection right from the start.

• State your name clearly and audibly.

• Provide context or common ground. If possible, mention something relevant to the event or your shared interests. This could be a comment about a session you both attended or a topic you're both passionate about.

• Express interest. Show genuine interest in the other person by asking a question or making a comment related to their work or background. Ask open-ended questions related to their field.

• Listen actively. Pay attention to their response and engage in active listening. This demonstrates respect and builds rapport.

• Share briefly. If appropriate, briefly mention your own background or expertise in a way that relates to the conversation. Keep it concise and focused on what's relevant to the discussion.

• Maintain good body language. Throughout the introduction, maintain open and friendly body language. Smile, make eye contact, and avoid crossing your arms, which can signal defensiveness.

• Ask for their business card. This provides a tangible way for you to remember them and follow up.

The next day, you're back in the office, patting yourself on the back for doing such an AMAZING job at following the above, holding a few business cards in your hands, what should you do next?

• Send a personalized email to the person you met. Reference something specific from your conversation to jog their memory and express your appreciation for the discussion.

• Provide additional information: if you discussed specific topics or shared resources during your conversation, consider attaching relevant articles, reports, or links that may be of interest to them. This demonstrates your willingness to provide value and reinforces your expertise.

•  Propose a follow-up lunch or meeting. Offer a few dates and times for their convenience.

• Keep your follow-up email professional, concise and to the point. Avoid overwhelming them with too much information or unnecessary details.

• Personalize your subject line: think of a line that grabs their attention and reminds them of your conversation. For example, "Great Meeting You at [Event Name] – Let's Connect Further!"

• Once you've sent your follow-up email, be responsive to any replies or requests for further information. Promptly address any questions they may have and maintain open communication.

• If you haven't already, connect with them on LinkedIn after the event. Include a personalized message referencing your meeting to reinforce the connection.

In the words of Zig Ziglar, American author, salesman, and motivational speaker: "You don't have to be great to start, but you have to start to be great!"