The act of turning strangers into leads. By understanding your audience (“personas”) and focusing on providing educational content to address their pain points, identify their problems and propose a scope of solutions. At this point, you want to build awareness of your firm as a trusted resource and a thought leader.
Now it’s time to capitalize on all those newly attracted prospects. Progress those leads down the educational line by providing more indepth resources. This is the time when you start to talk about specifics of your firm and how you are differentiated. The prospect understands their problem, the various options available to them and why your firm is likely the best way to proceed.
At this stage, the prospect is ready for individual communication. You can address specifics of their case or business and finalize your retainer.
Just because you’ve won their business doesn’t mean you can’t lose it. Continue to nurture your clients and provide education and insights that affect them. Keep them confident and happy that they are working with the best firm for them.