Cultivating referrals is low-cost and high-reward, and should be at the top of your list when it comes to new business development for your law firm.
The #1 reason attorneys don’t get more referrals is lack of client education. Every law firm should have a long-term client education program that positions your law firm, explains your current services, and keeps your current clients informed as to what’s going on in your firm.
To provide qualified referrals, your referral sources need to know the answers to these 7 questions and you are the one who has to provide the answers:
- What does a great referral look like to you?
- Be brief, but clearly articulate it
- Give one or two examples, but make sure the examples reinforce each other and are not opposites or extremes. Focus on your typical client.
- Be specific, not generic. Don’t say, “anyone who needs a divorce lawyer.” Instead, say “a small business owner or executive who is considering divorce.”
- How do I make a referral to your office?
- Do you prefer an email introduction, a phone call or an in-person meeting?
- Will you call the referral or do they need to call you?
- What do I need to tell referrals about you and your firm?
- Be specific. Don’t list every practice area, focus on the one or two major areas where your best clients come from.
- Use language that non-attorneys understand. Don’t use terms like family law, civil litigation or commercial litigation because they won’t know what these terms mean and they won’t ask you to clarify.
- What’s in it for me?
- If your state allows you to give a referral fee to other attorneys, do it.
- Otherwise, at least send a thank-you card or small gift or anything to acknowledge their referral, even if it doesn’t end up as a paying client.
- What should I refer to you?
- Most people believe lawyers don’t want or need referrals or they get all their clients from their own advertising efforts.
- Help them understand that your business is just like any other profession and relies on referrals to friends, family members, colleagues, business associates, etc.
- Educate them on how you are different from other attorneys and why they should send referrals to you. Do not say you are similar to other attorneys!
- Do you charge a consultation fee and, if so, how much?
- Should you charge a consultation fee? It depends.
- If you have too many unqualified prospects, then charge a consult fee to get rid of the tire kickers. If you need more prospects, then make the consult complimentary.
- If you usually charge a fee, tell them how much
- If you normally charge a consult fee but will waive it under certain conditions, tell them what those conditions are.
- If you offer complimentary consultations, be sure to tell them what that looks like (not a sales pitch/over the phone or in person/how long does it go, etc.
- What information can I give to interested prospects?
- Provide your referral sources with your business cards, brochures if you have them and a one-sheet of your skills, abilities, practice areas, etc. with your website address.
Don’t Miss My Legal Marketing Webinar on March 29 Featuring Marketing Legend Jay Abraham!
It was over a decade ago that I read Jay Abraham’s book Getting Everything You Can Out of All You’ve Got and I remember thinking, this guy is a marketing genius!
As I read more about Jay, I found I was not alone in having this experience of him and his teachings.
“Jay is a genius. He’s a very, very special man. He’s the one who taught me to fall in love with my customers — not my products and services.” — Tony Robbins
“Jay Abraham is one of the greatest business and marketing minds I’ve ever known.” — Stephen R. Covey
“My mentor…a legendary marketer! Life is a series of mentors and Jay Abraham is the best at it.” — Daymond John of Shark Tank
“Jay teaches you more workable, tangible, profitable techniques and strategies than you can probably apply in three lifetimes. But what he teaches you about mindset is his true gift of wealth.” — Michael Basch, FedEx founder
I’ve read hundreds of books on business growth and marketing since then, but few have had as significant and sustainable impact on the way I think about marketing as Jay’s book.
Fast forward to the fall of 2015 when out of the blue I received a call from a former client of mine asking if I wanted to meet Jay Abraham because he was interested in meeting me. Wow, did I ever!
Since that time, I’ve had the privilege of spending a lot of time with Jay, both in person and on the phone. He’s even spoken at one of my Rainmaker Retreat events.
I’m so excited to be able offer this free 90-minute legal marketing webinar on March 29, 2017, at 10 a.m. PT/1 p.m. ET featuring Jay Abraham, who will provide training on:
- Top 5 ways to grow your law firm 30%, 50%, even 100% or more this year!
- Different ways to outsmart your competition without spending more money.
- How to build your relational capital and unleash the power of your network.
- Best practices in business growth Jay has uncovered from consulting over 400 different industries.
- The 10:10:10 Plan to increase your revenues by 33%.
Register online now for this free 90-minute training webinar with Jay Abraham on the Top 5 Ways to Grow Your Law Firm 30% to 50% Every Year.
Everyone who registers for this online training event will receive an extra 8+ hours of video and audio training from Jay on how to become the preeminent expert in your area!