An email arrived in my box last week looking for ideas about how to followup with someone the writer had met at a recent continuing education program. It was an email on a list from one of the bar associations I’m involved in and a bunch of list members chimed in and shared their approach to followup.

Some of them send a letter or note. Some send brochures. There was discussion of some cool technology involving text messages. Most participants agreed that it’s important to lead your new contact to your website.

I can’t argue with any of the advice. I’m all for handwritten notes, firm brochures, etc. Go for it if that works for you. I’d suggest you take the notecards with you on out-of-town trips and write the notes on the plane as you fly home. Don’t let life take over before you get a chance to followup.

The thing that was missing in the email discussion was any reference to how to move the relationship to the next level after the notecard is in the mail.

Realistically, we don’t remember people for long. Most of us forget the people we’ve met within a few days if not sooner. Some may have a good system for saving info for making referrals down the road, but most of us do not. A nice note reminds us that we met, but it’s short-lived. Our memories fade fast.

If you want to turn the relationships into referrals you’ve got to keep reminding your contacts that you exist. There’s a lawyer in Los Angeles I met 20ish years ago. His name is Peter Walzer. I’ve been getting newsletters from him ever since. I’m not sure if they come once a month, or once a year. I don’t read them beyond seeing his name. I didn’t even have to think about his name for more than a second to recall it for this article and I’m a guy that can’t remember the name of our receptionist after she’s been on the job for six month. I’ve referred to Walzer on quite a few occasions.

You’ve got to do something if you want to be remembered. Seriously, if you aren’t planning on having me remember you for the next 20 or 30 years, why bother coming to the meeting in the first place?

How do you build that relationship? The Walzer newsletter is one idea. A blog (like this one) aimed at family law attorneys is another option if you introduce it to your contacts. Sending relevant articles with a note every so often works. If the number is small enough you might try periodic phone calls. You’ve got to do whatever is comfortable for you and it’s got to be something you’re actually going to do.

We track our follow ups with a computerized relationship management system. You could easily subscribe to SalesForce, BatchBook or Highrise to manage your system.

Ultimately, you want the people you meet to feel like they know you so they’re comfortable making a referral. You’ve got to stay in touch and meet their need for achieving the relationship they require for sending business your way. Don’t stop with a followup note. That’s only the first step. You’ve got to keep going and going if you’re going to build a successful practice for the long-term.