The Rainmaker Blog : Law Firm Marketing and Business Development : The Rainmaker Institute : Stephen Fairley : Professional Legal Marketing

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One law firm marketing tactic that consistently helps most law firms get new clients is referrals. There are several different ways to get those referrals: initiating a strategic referral development program, informal networking and formal networking.

“Formal networking” involves attending an organized group event such as industry trade shows, bar meetings, rotary clubs, special interest groups, political groups, etc.

Here are 7 ways to find new clients through formal networking:

Join the right groups: Not legal groups or groups where a lot of attorneys gather (unless you get a lot of your business from other attorneys). You need to go where the decision makers meet, not the gatekeepers.

Join elite groups: Groups that cost several hundred dollars a year are better than cheap groups; groups that require a member to sponsor you are even better.

Use an “audio logo”: An audio logo is an idea or statement that clearly and succinctly tells who your intended audience is and what you can do for them.

Most people want to talk about what interests them. They don’t want to talk to someone who’s only interested in how to get their business. So you can use an audio logo to attract attention. Be prepared to give case examples of how you have helped others.

Here is an example of an audio logo: “I help (who your clients are) to (what your solution is or how you solve their problems.)”

Remember your primary purpose: Remember your primary purpose in going to networking events is NOT to get new clients. Your primary purpose is to BUILD A RELATIONSHIP with potential referral sources and to offer yourself as a referral source to them. If you’re going to networking events to get new clients you are not only wasting your time, but you are also coming across as either pushy or desperate to the people you’re meeting.

When you understand the real reason for going to networking events, it takes all the pressure to perform off and keeps you focused on a more productive purpose—building relationships with people you could help and who may also be of help to you.

Ask open-ended questions: Use the 80/20 Rainmaker Rule when you meet them. Ask open ended questions like:

• What do you like best about the work you do?
• What are the biggest challenges your industry/company/profession is facing?
• Where do you find most of your clients?
• Who is your target market?
• If one of your prospects asks what makes you different from your competitors, what do you say?
• How would I know if the person I’m talking to would be a good referral for you?

Be intentional in your follow-up: It does absolutely no good to go to a bunch of networking events, talk to people, collect business cards, and not follow-up. You must have a plan and reasons for following up with people you meet. Your primary reason is to learn more about their business and see if you would be a good referral source for them.

Track your efforts:

• Contact’s name and full information.
• Follow-up method used—phone, email letter.
• Date of 1st follow-up.
• Dates of each additional follow-up.
• Date of first face-to-face meeting.
• Follow-up efforts.
• Results of efforts.
• Notes.

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Network With The Rainmaker Institute Tonight!

The Rainmaker Institute is co-sponsoring the Building Your Connections 2011 event tonight – Thursday, Nov. 3 -- beginning at 5:30 p.m. at the Tempe Center for the Arts in Tempe, Arizona. Join members of the Arizona Society of CPAs, the State Bar of Arizona and The Risk Management Association for this great networking opportunity. 

Be sure to stop by our exhibit booth and pick our brain with your burning law firm marketing questions – plus, pick up a complimentary copy of our CD packed full of successful law firm marketing strategies!

For more information, click here.