How to kill a referral source

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I asked a web vendor for help with a problem I was having on a website. She couldn’t help me and referred me to a web developer she worked with. I went to their site, filled out a form, told them what I needed (and who referred me). I received an automatic confirmation email, and… never heard from them again. And yes, I contacted them a second time.

Were they ill? Swamped with work? Not interested? (It was a small job.)

I told the vendor who referred them what happened. She contacted the developer on my behalf, but also got no reply. So, she referred me to someone else who did respond and will probably get the job. 

What happened to the first referral? I don’t know. But there’s no excuse for not responding to an inquiry from a prospective client. Even if you have a good “excuse”. 

So, they lost the job. And won’t get any more business from me. Or referrals from me. Or, I suspect, referrals from the original vendor.

Ouch.

No matter what line of work you’re in, building a successful business or practice doesn’t require you to be the best at what you do, offer more value or charge competitive fees. 

But you have to be someone people trust. 

Which means you can’t ignore referred clients or you won’t get any more.  

If you’re busy or ill, have an assistant contact the prospective client on your behalf.  

It’s weird saying that. Everyone knows that, don’t they?

Apparently, not. 

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People lead you to people

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Some people can hire you. Some can’t. Or won’t. Some people can send you referrals. Some can’t. Or won’t. 

Here’s the thing. It doesn’t matter what someone can or can’t do. They know people you don’t know and can lead you to them.

Your new client might know no one who needs your services. But their boss, accountant, neighbor, or friend might. It’s not who you know, it’s who they know and can lead you to. 

You still need to be refer-able. You still need to get introduced or have your contact give them your card or a link to your website. But it gives you a path. A modus operandi. When you meet someone new—online or in person, through formal networking, speaking to a new client or prospect, or chatting with a stranger in line to get coffee, your job is to find out who they know. 

Emblazon it on your brain. “Who do they know?” (Or “Whom…” if you were an English major.)

If they mention they work at a certain company, find out what they do there and who they work with. Do they know any of the executives, directors, vendors, or shareholders? Do they know anyone who does?  

You might start by asking if the company has in-house counsel or works with an outside firm. It would be good to meet those lawyers. Even if they are your direct competitor, they might have a conflict or otherwise be unable to represent a client or take a case (e.g., too big, too small, wrong industry, etc.) and might refer them to you.

NB: get to know other lawyers.

What if your client or contact doesn’t know the in-house counsel or hesitates to introduce them? Pick up the phone, call that lawyer, tell them you have a mutual business contact (the employee at their client’s company) and want to introduce yourself and find out more about what they do. (Psst, and who they know). 

It works the same way with everyone. When you sign up a new client, find out the name of their insurance broker, accountant, financial planner, or attorney. 

More people you want to know.  

As a friend of mine used to put it, “Don’t look ‘at’ them, look ‘through’ them—because it’s not who you know, it’s who THEY know. 

My guide to Lawyer-to-lawyer referrals

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“I didn’t know you did that”

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Yeah, that’s something you never want to hear. Because if a client or professional contact doesn’t know that you (and/or your firm) do a certain type of work or handle a certain type of case, you shouldn’t be surprised when they hire someone else. 

Yes, they might ask if you handle X or can help them or a friend with Y—but you shouldn’t count on it. People get used to your being a (type) of lawyer or representing a (type) of client. It might not occur to them that you might do something else, and they’re busy and won’t bother to ask.

So… the first rule for getting more repeat business and referrals is to make sure everyone you know knows what (else) you do. 

What if you DON’T do anything else? Great, this gives you the opportunity to remind people that you “specialize” in your field. Since clients and the people who refer them prefer hiring or referring a lawyer who specializes, it gives you an advantage over other lawyers who don’t. 

But. . . you also want them to know that you know lawyers in other fields and might be able to refer them, and they should call you about any legal matter.

Not just because you want to serve them by introducing them to someone who can do a good job for them. But also because it gives you more referrals to give to colleagues who might think of you when they get a case or client they don’t handle (but you do). 

Ya with me? 

One more thing. Tell them this often. Tell them again (and again) what you do and that they should call you for any legal matter.

Tell them often, because people forget what you told them before, especially when they haven’t heard from you in a while.

Stay in touch with the people in your world, because the only thing worse than hearing someone say they ‘didn’t know you did that’ is hearing them say they don’t remember your name. 

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Leveraging other people’s talent, knowledge, and resources

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One of the best ways to grow a law practice is to conduct joint ventures with other professionals and businesses that target the same markets and clients you target. 

If you handle family law and target high-income executives in the health-care industry, for example, you should talk to business owners, insurance brokers, financial planners, consultants, accountants, and other (non-competing) lawyers who have an established clientele and/or actively target the types of people who fit the profile of your ideal client (and the people who can refer them).

You identify joint venture candidates, find ways to meet them, and learn more about what they do. You then tell them what you do and see if there is some common ground for working together for your mutual benefit. 

This might mean conducting seminars together, sharing the costs of a mailing, or interviewing each other for your respective newsletters or blogs.

It might mean inviting each other to networking functions, co-authoring articles or books, or sending emails to each other’s lists with information or offers.

It might be keeping each other on a list of recommended “vendors” and referring to each other when a client or contact says they are looking for someone who does what you (and they) do. 

And it might simply mean providing suggestions, feedback and encouragement to each other in your individual marketing ventures.

But don’t try to figure that out right now. 

Just make a profile of the kinds of joint venture partners who might make a good fit for you. Once you’ve done that, you may discover that you already know people who fit that profile. Talk to them, tell them you think you should talk about “working together” and see what develops. 

How to get referrals from, and set up joint ventures with, lawyer and other professionals

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A simple tool for getting more referrals

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It’s extremely effective, costs little or nothing to use, and doesn’t take a lot of time. You can start using it today and start getting referrals almost immediately. 

Without talking to anyone. 

Yes, I’m talking about email marketing. Which means using email to stay in touch with people you know—clients, prospects, business contacts, even other attorneys. 

When you do, you’ll get more referrals. 

In this context, a referral can occur when someone forwards your email to someone they know who might need your help. Or know someone who does.

To start, ask people if you can contact them from time to time via email, with a newsletter, announcements, or special offers. That’s your initial list. (Don’t assume you can do this; ask).

Then, send them valuable or interesting information once a week (or at least once a month) and include a link to a page on your website about what you do and how you help your clients.  

When you email your list, ask your readers to forward your emails to their contacts. If the content is good, they will. And their contacts will find out what you do and how you can help them. 

Your list will grow and so will your referrals. 

If you want to grow faster, add a sign-up form on your website or blog for visitors to subscribe to your newsletter. Offer an incentive such as a report, ebook, checklist, or form for signing up. 

Your list will grow and so will your referrals. Which is why email marketing is one of your best tools for getting more referrals. 

Not everyone can hire you. But EVERYONE can send you referrals. 

Email Marketing for Attorneys

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I know a lot of good lawyers

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Most of your clients and contacts know you don’t handle everything. If they don’t, you should tell them because you also want them to know that you know other lawyers who handle the things you don’t. 

You want to tell them this because you want them to think of you and come to you whenever they have any kind of legal issue or question, so you can refer them to (good) lawyers who can help them. 

You earn the appreciation of your clients and contacts for saving them time and sparing them the risk of trying to find a lawyer on their own. 

And you get the appreciation of the lawyers to whom you refer them, who may reciprocate with referrals to you, say nice things about you to their clients and contacts, introduce you to centers of influence they know, and otherwise work with for your mutual benefit.  

It also gives you a reason to reach out to lawyers you don’t know and learn about them, so you can expand and deepen your network. 

In a nutshell, you want to position yourself as the “go to” lawyer in your market for anyone who needs legal help. (And yes, you should also do this with non-lawyers who serve your market). 

In sum: 

  1. Tell everyone that you know a lot of good lawyers and encourage them to contact you when they have a legal issue or question of any kind
  2. Create a database and collect information about the lawyers you know and want to know
  3. Periodically connect with your lawyer network to (a) get updates about what they’re doing and how you can help them (and their clients), and (b) update them about what you’re doing and how they can help you (and your clients)
  4. Ask your growing network “who do you know I should know?” and ask them to introduce you

Your success doesn’t depend on what you know so much as who you know (and… who they know). 

How to build and grow your lawyer network

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Leverage what you’ve got to get what you want

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You have a network—your clients, prospects,  colleagues, friends, business contacts—and everyone in that network is a conduit to growing your practice. Your clients can send you referrals, your business contacts can introduce you to their counterparts, your social media friends and followers can tell their friends and followers about you and direct them to your site or offer.

All you have to do is ask. 

Want to grow your email list? Ask your subscribers to forward your email to people they know who might be interested in your newsletter or report. 

Want to get get more sign-ups for your webinar or presentation? Tell the ones who have already signed up you want to get more people to attend and ask them to help by getting the word out.

Don’t hesitate to ask. People are willing to help.

When you sign up a new client, give them extra business cards to give to people they know who might need your help. Yes, that’s asking.

If you want to get interviewed on more podcasts, email your list and say, “I’m looking to get on more podcasts about (your subject). Do you know any podcasts that might like a guest on this topic?”

After you are interviewed—on a podcast, blog, or other outlet—ask the producer or host if they can recommend other podcasts, blogs, or meeting holders that might be interested in a guest or speaker on your subject. 

Everyone you know (and meet) knows other people who need or want what you offer. Get in the habit of asking everyone to refer or recommend you or your offer and you will never run out of opportunities to get more clients and grow your practice. 

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Get more referrals by making it easier to get more referrals   

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All things being equal, the easier it is for your clients and contacts to refer clients to you, the more referrals you’re likely to get. 

You have to be “referable” of course—get good results for your clients and provide good “customer service”–but even when you do, if the mechanics of making a referral are unclear or difficult, you simply won’t get as many referrals as you could. 

How can you make this easier?  

First, teach your clients and contacts how to recognize someone who might be a good fit for you. 

Give them a profile of your ideal client—their legal situation, their background, and what they typically say or do before looking for an attorney. 

Second, equip them with tools and resources they can use to show people what you do and how you can help them. Give them handouts they can hand out, links they can forward, and articles and videos they can share. If you do presentations, make sure they know when and where they are available, and how to sign up. 

Third, because you also want your clients to tell people about you or answer questions about you, give them the language they can use to do that. 

Teach them what to say to describe you, your practice areas, your services and offers, how you helped them, and why they recommend you. 

Most of your clients and professional contacts know people who need your help. They want to tell them about you. Make this process as easy as possible and you will get more referrals. 

Here’s how to do it

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It’s easy and well-worth doing

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We’re talking about “edification”—the art of making other people look good by saying nice things about them. 

When you introduce someone to a client or friend, or introduce a speaker to an audience, and edify them, the other person or the audience sees them as more valuable, worth listening to, knowing, or hiring. 

And when you edify someone, your kind words and the graciousness with which you deliver them also make you look good. 

It doesn’t have to be exhaustive. You can simply mention a few of the speaker’s or other person’s accomplishments. Tell them about their book, their business or practice. Tell them about an award they received or a notable victory they obtained, or quote what others have said about them, e.g., testimonials or reviews. 

What do they do that helps people? What is their mission? What is something about them you admire?

You don’t have to exaggerate. Just say something laudatory and true. 

If you don’t know them, you need to learn something about them you can use when you introduce them. Read their bio or their “about” page, or simply ask them what they would like you to mention when you introduce them. 

Of course, the best edification occurs when you’re able to relate your personal experience with that person, or what your clients, business contacts, or friends have told you about their experience with them. If you refer a client to another lawyer, for example, tell them what that lawyer has done for you or for your other clients. 

In short, tell other people why they should listen to the person, watch their training or presentation, sign up for their newsletter, buy their products, or hire them.  

One more thing. 

You should also equip your clients and contacts to edify you. 

Give them information they can use when they introduce you or refer people to you. Even better, give them the kind of experience as their lawyer or friend that makes them want to tell everyone about you. 

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The power of one

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Every one of your clients can send you at least one referral, or introduce you to someone who can. Some clients will send you a lot of referrals. Some won’t send you any. But if you get an average of just one referral from every client during their “leftime” as your client, you’ll never run out of new clients.  

Each client will “replace” themself. 

It’s the power of one. 

And it should be one of your goals. 

Sounds simple, doesn’t it? Easy math. But how do you make this happen? 

Start by reminding yourself that every client knows people who have, or one day will have, a legal situation you can help them with. Everyone knows people they can refer. 

They also know other influential people they can introduce to you and those people have clients or customers or personal contacts they can refer. 

Everyone knows one or more insurance agents or brokers, CPAs, real estate brokers, or other lawyers. They know business owners and executives, pastors, and other centers of influence in their industry or local market. 

And each of these folks can refer clients to you even if your original client can’t.

Your clients can also refer people with legal situations you don’t handle. You do commercial bankruptcy, for example, and they know someone with a tax problem or who needs a divorce. If they refer that person to you, you can refer this would-be client to another lawyer you know, which can lead to that other lawyer reciprocating and sending you business they don’t handle. 

Referrals can come from anywhere. And people can always lead you to other people. 

Referral marketing isn’t just about the people you know, it’s about who they know. 

When you have a new client or prospect or business contact, find out who they know. You should have a form for that. With prompts to ask about their professional contacts, colleagues, and others in their industry or market. 

If every client or prospect gives you the name of their insurance broker or real estate agent, for example, you can contact them and (with permission), tell them you have a mutual client. That’s the first step towards getting referrals from them, and being introduced to their circle of contacts..

Everyone you know can send you (at least) one referral, or lead you to someone who can. 

It’s the power of one. 

How to get more referrals from your clients

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