Asked & Answered: What Attorneys Need to Know About Referrals, Testimonials, Social Media, Online Marketing and MoreAt every Rainmaker Retreat – our two-day law firm marketing seminar – I answer a lot of questions that are top-of-mind for attorneys across the country. And it’s probably more than likely what is on the minds of those attorneys is on your mind as well.

I’ve compiled some of the most common questions from our 2016 Rainmaker Retreats and my answers below:

Why am I not getting referrals?

There are three primary reasons attorneys don’t get referrals:

  1. Your referral sources are not adequately educated about what you do
  2. Lack of client communication
  3. You are probably not asking for them

What’s a good way to get people to give me a testimonial?

It depends on your practice area, but timing can be very important. For example, if you are a personal injury attorney, you might want to ask for the testimonial when your client comes in to pick up their settlement check.  This is when the client will be the happiest. The case has been closed and they are getting a check.

If you practice in other areas of the law, you can still pick a good time when your client is pleased with your work. That’s the time to ask.

You also need to make it easy for people to give you a testimonial. Let your client know why a testimonial is important for you! Make it part of your process, like an exit interview.  Guide the prospect with questions so you can get strong testimonials. Position the testimonials as “before” and “after” scenarios. These are powerful.

Also, if you squirm at just the thought of asking for a testimonial, then don’t be the one to ask. Have your administrative assistant or paralegal or associate do the asking as part of your closing-the-case process.

When should I ask for testimonials?

  • Right after the client is retained
  • Any time the client says thank you
  • Any time there is a “win” for the client
  • After the case/matter is handled

What are a few major systems I should have in my law firm in regards to managing client experience?

  1. Intake system (what documents clients need to bring in, sign, initial, etc.). If the process is easy and systematized, the prospect will pick up on that and feel more comfortable about hiring you.
  2. Follow up system (If a prospect doesn’t hire you how frequently and persistently do you follow up? When you meet someone at a networking event that can refer you clients, how frequently and persistently do you follow up?) Improves the client experience because they see you follow up and care.
  3. Create a policy and procedure manual (so you are not held hostage by staff or find yourself totally crippled if someone leaves, gets sick or is no longer available). Improves the client experience because each time they come in or call, the experience, language used, etc. is consistent.

Check back here tomorrow for the next installment of questions and answers from our Rainmaker Retreats.

NOTE:  Our next Rainmaker Retreat is October 7-8 in Seattle.  Reserve your space today.

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