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.
