Law Firm Marketing: The Truth About Referrals
Rummaging through the tickler file today, I can across this article that I bookmarked last year by John Jantsch of Duct Tape Marketing that explains why businesses that rely on referrals (like attorneys) should take a more proactive approach to the process of getting referrals instead of leaving things to chance.
I’ve blogged about that subject many times, but John does a nice job of synthesizing the truths about referrals. I’ll summarize:
Truth #1: People Make Referrals to Build Social Capital. Most people enjoy making referrals to their friends and associates as a way of building social capital. If you believe the way you practice law benefits your clients, then you shouldn’t feel uncomfortable about having clients refer you to others who may benefit as well.
Truth #2: Mitigating Risk is Important. All referrals involve risk – if you refer a business and it under performs, you feel badly that you made that referral. Attorneys who count on referrals for business generation need to take necessary steps to mitigate this risk with communication, education and stellar follow-up.
Truth #3: People Refer Great Experiences. People who have had great experiences with a product or service tend to refer it to their friends and colleagues. Which is why cultivating a culture of great client service is a must for gaining referrals.
Truth #4: Referrals Require Trust. Even if someone raves to a friend about you, that referral is likely to search for you on the Internet. If the referral can’t find good content, reviews or social network participation, they will be less likely to proceed with contacting you.
Truth #5: Referrals Require a System. Attorneys need to create a referral strategy that includes a process for making referrals happen, a way to educate referral sources and a solid follow-up program. Once that is in place, you just need to operate the system.
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