How to get more referrals

June 10, 2013 by
Share

Every attorney wants to know how to get more referrals. We love ’em, don’t we? They are good for our egos as well as our bank accounts. No matter how many referrals we get we always want more.

So, how do you get more referrals? Mostly, by focusing on three fundamental concepts:

1. Give first

You can get referrals simply because you are good at what you do. Someone needs your help, someone else knows what you do, and the next thing you know, a new client is referred to you. It happens every day.

If you want to get even more referrals, however, you should develop the habit of giving clients more value than they expect or have paid for. Truly serve them. Smother them with attention. Thrill and delight them.

When you do, you invoke the law of reciprocity. Your clients will feel psychologically compelled to reciprocate. That means that not only will they be willing to refer clients, they will often go out of their way to look for them. They owe you. They NEED to reciprocate. And they will.

The same goes for your professional contacts. If you want their referrals, give them referrals first. And look for other ways you can help them. Provide information. Make introductions. Help them solve their problems and achieve their objectives. They too will reciprocate.

But here’s the thing. You cannot give with the expectation of return. You have to give because it is a part of who you are, not the first step in a quid pro quo exchange.

Yes, there will be clients and professional contacts who don’t reciprocate. That’s okay. The more you give, the more you will get, just not necessarily from the people to whom you give.

Call it Karma or The Law of Attraction. When you give, freely and generously, because it makes you feel good to do so, you will attract more referrals. But you will be doubly blessed because you will also experience the joy of giving.

2. Tell people what you want

Make sure your clients and professional contacts know who would be a good referral for you. Educate them about your “ideal client”.

Post articles that describe your ideal client on your website. Link to them in your emails. Print copies and put them in your “new client kit” and in your waiting room.

Be specific about the legal issues and other characteristics of your ideal clients. Describe them by occupation, industry, or background. The more specific you are, the easier it will be for your clients and contacts to recognize a good referral.

Share stories about your ideal clients. Let clients see, in their mind’s eye, what your best clients look like. Every time you share a client success story or case study, not only will people be reminded about the kinds of problems you solve, they will also be reminded to be on the lookout for people like the clients in your stories.

3. Ask for help

Many studies have shown that professionals who ask for referrals, get more referrals.

You can ask directly or indirectly.

Asking directly means speaking to a client or contact and asking, “Who do you know who. . .?” followed by a description of your ideal client. Or, describing your ideal client first and asking people to keep you in mind if they meet someone who fits that description.

Asking indirectly means having someone in your office asking those questions, or, posting that information on your website, in your emails, and in other marketing collateral.

But you don’t have to ask specifically for referrals in order to get referrals. You can ask for other kinds of help.

Ask your clients to refer people to your website, where they can get lots of information about their legal issues and available solutions. Ask them to Like or mention your page, effectively referring that page to their friends and followers. Ask them to forward your report to people they know. Or ask them to invite people to your webinar or seminar.

Ask people to help you, and they will. Especially if you have helped them first.

The Attorney Marketing Formula will help you create a profile of your ideal client. Get the details here.

Share
Filed Under: Client relations, Marketing legal services, Referral sources, Referrals, Relationship marketing Tagged With: , , , ,

What do clients want from their lawyers?

June 7, 2013 by
Share

What do clients want from their lawyers? I don’t mean just your work product or the results of your efforts.

I’m talking about their overall experience with you and your firm.

You need to know so you can give it to them.

You should ask your clients what they want. Put up a survey on your website or hire a firm to conduct one over the phone. Or mail a questionnaire to your former clients.

But what do you ask?

I was thinking about this the other night while I was watching a commercial for a hotel chain. I asked myself what I thought was the most important factor for me in choosing a hotel. The answer came to me immediately: cleanliness.

Now I’m not a clean freak, by any means. I’ve stayed in hotels before that weren’t particularly clean and I survived. But if I have a choice (and I do) and I’m going to be sleeping in a bed that hundreds of others have slept in, I’m going to choose a hotel that appears to have very high standards of cleanliness.

I jotted down other factors I might consider in choosing a hotel (in no particular order):

  • Convenient location
  • Security features
  • Quiet rooms
  • Free wifi
  • Reasonable prices
  • Free breakfast
  • Participation in my credit card rewards program
  • Starbucks in the lobby or nearby

Some are more important than others. Many of them I can live without, but each one is a selling factor.

Now, do the same thing for your practice. Make a list of what you think clients want from their lawyers, specifically, you and your firm. Try to think of things your clients would tell you and things they might not say but nevertheless want.

I’ll help you get started:

  • Office near the client’s home or work
  • Early/late/weekend appointments
  • Phone answered within three rings; on hold for no more than 30 seconds
  • Clear explanation of options, risks, timeline, contingenices
  • No pressure to sign up
  • Polite treatment by staff, attorneys
  • Being seen at the time of the appointment (not having to wait)
  • Billing statement that’s easy to understand and sufficient detail
  • Flat fees, so they know in advance the total cost
  • Not being charged for every phone call, every copy (not “nickeled-and-dimed”)
  • Payment options (payments, financing, credit cards)
  • Regular progress reports (at no additional charge)
  • Returned phone calls within 48 hours maximum, preferably 24 hours
  • Free/validated parking
  • Starbucks. . .

Now you have some ideas for creating a survey. You also have some ideas for improving your services.

Don’t stop there. Dig deeper and see what else you can come up with for improving client relations. In the category of being “polite treatment,” for example, think about how you would make that occur. You might want to start another list:

  • Greeted by name upon arrival
  • Smile, eye contact, asking about their day
  • Shaking hands
  • Offering water, soft drink or coffee
  • Having coloring books or toys available for children
  • Box of tissues within reach of the client’s chair
  • Not taking calls or checking text messages during appointment
  • Introducing other staff who will be working on their case
  • Brief tour of the office
  • Patiently and thoroughly answering all questions
  • Walking them out after the appointment
  • Personal  thank you note from lawyer

What do clients want from their lawyers? If you were hiring a lawyer, what would you want? Write that down. Now you know.

Marketing is everything you do to get and keep good clients. Here’s the Formula.

Share
Filed Under: Client relations, Law office management, Marketing legal services

Email marketing for attorneys

June 6, 2013 by
Share

Yesterday, an email arrived in my inbox. See if you can tell what’s wrong with it:

–BEGIN EMAIL–
David,

First of all thanks you for subscribing over the years. I know
many of you have read my books or taken some of my courses
and I truly appreciate that.

The reason I have been so passionate in creating an online
business over the years is because it is the perfect way to
reach people worldwide and EXPRESS YOUR CREATIVITY.

I have tried the do this in my [Product names] . . . as well as my music.

——————————
QUICK NOTE:

Our once a year World Class [Product Name] Certification
Program starts next Monday June 10. Only a few spots left.

[Link to sign up]

——————————

THE SECRET OF LIFE

In my opinion it is doing what you love and sharing it
with others (and best of all make a living at it).

But rather than talk about it let me SING it to you
with some help from [Famous singer]…

[Youtube link of famous singer with writer of email]

In this You Tube channel you will see a part of me
many of you haven’t. In 1976 I got a Masters in
[Music degree, school]

. . .

–END EMAIL–

Okay, that’s enough. The rest of the email discusses his music and asks us to subscribe to his Youtube channel. He then mentions that he is working on another product and signs off.

So, what’s wrong with this email?

1. Who is this guy?

You can’t tell from the email itself but this is a list I signed up for a long time ago and I haven’t heard from this guy for at least six months. I don’t remember anything about him or what he does.

When people subscribe to your list, you have to write to them regularly or they forget who you are and that they signed up on your list. At best, they delete your email or unsubscribe. At worst, they flag your email as SPAM and now, when you do write to your list, your emails get filtered out and don’t get read.

You must write regularly, and frequently. You want to build a relationship with your readers, so that they know who you are and look forward to hearing from you. You don’t know when they will need to hire you, or know someone who does, and if you’re not in their mailboxes and their minds when that occurs, you’re not going to get the call.

2. “I know many of you have. . .”.

When you write to me, write to me. Don’t write in the collective. Say “you” not “many of you”.

Even if there are thousands of subscribers on your list, write your email as though it is a personal communication sent only to one reader. Me.

3. What’s in it for me?

When you write to me, tell me something that will make my life better. Give me something valuable–a tip, a link to something I can use in my business or personal life. There is nothing in this email that does that.

I’m blazing through my inbox, reading and saving a few emails that have something of value for me and deleting (and unsubscribing) everything else. If you want me to read your email, give me a reason. Give me a benefit. Tell me what’s in it for me.

4. “I have been so passionate about. . .”.

Your readers may care about what you are passionate about, but only if they share that passion or they have a relationship with you. The rest of us don’t care. We have our own problems to solve and lives to lead. We’re busy. We don’t have time to look at what you’re doing and did I mention, we really don’t care?

Ironically, I do share his passion for expressing my creativity. I also like the music of the famous singer he refers to. But I didn’t go watch his videos because I can watch videos of the famous singer any time I want. I don’t care that years ago, this guy played with him. So what? Lots of people did. I don’t know them, either.

On the other hand, when you have a relationship with your subscribers, you can share with them something about you that has no direct benefit to them, and they will pay attention.

When you have a relationship with someone, they’ll read your emails, Like and Tweet your posts, send their friends to your website, and respond to your requests. When they need your help, they’ll hire you. When they have a referral, they’ll give it to you. And when you share a video of you playing with a famous musician, they’ll go watch, because they probably don’t have a relationship with anyone else who did that and it might be neat to go see someone they know in a video with someone famous.

Build your list. Build relationships with your list.

Email marketing for attorneys. Click here for details.

Share
Filed Under: Client loyalty, Client relations, Communication, Copywriting, Email, List building, Marketing legal services, Newsletters, Online Marketing, Writing Tagged With:

What to do when your clients don’t follow your advice

May 17, 2013 by
Share

A few months ago, I did a “one time” consultation with the partners in a law firm. They asked questions about getting traffic to their website and signing up more clients. I looked at their site and told them what I recommended.

At the end of the call, I had a feeling they didn’t like what I told them and would not be following my advice. But hey, I told them what they needed to hear, not what they wanted to hear.

That’s what we’re paid for, you and I. To tell people what they need to hear, even if they don’t want to hear it. Hey, this ain’t politics.

But what do you do when your clients don’t follow your advice?

You try again. And, if this had been an ongoing consulting arrangement, that’s exactly what I would have done.

When a client doesn’t follow your advice, you bring up the subject again and tell them why you recommend the course you do. You ask them why they don’t want to do what you suggest, or why they prefer to do something else. You have a frank discussion. And you supply them with third party documentation (articles from other experts, studies, and testimonials), proving you know what you’re doing and that your way is best.

But whether it’s legal advice, or marketing advice, sometimes you can’t prove that your advice is the best advice. It’s a matter of judgment, instinct, and experience, not something you can look up in a book.

What then?

Well, aside from documenting your advice in writing (hey, gotta cover the backside), you have two choices. You can either go with what the client wants or you can withdraw. If you’ve done your best to convince the client to follow a course of conduct and they choose not to, there’s nothing else you can do.

If you go with what they want and it doesn’t work out, some clients will admit that you were right and change course. That is if it’s not too late. If the decision turns out to be fatal but you did your best to persuade them not to go that way, they lose. Too bad, so sad.

True, some clients will never see the light. They’ll find a way to blame you. And you will lose them as a client. Too bad, so sad. For them.

Clients. You can’t live without ’em, you can’t bury them in the backyard.

Share
Filed Under: Client loyalty, Client relations Tagged With: , , ,

Marketing your law practice one hour a week

May 9, 2013 by
Share

If you only have one hour a week for marketing your law practice, I would spend that time on the phone. Here’s how I would break it down:

  • Twenty minutes speaking to clients and former clients. I would call new clients to say thank you (in addition to sending them a thank you card) and current and former clients to see how they are doing. These people put food on your table and are your best source of new business. Speaking to them “off the clock” is a highly leveraged marketing activity.
  • Twenty minutes speaking to referral sources. I would call other professionals I work with, thank them for their recent referrals, look for ways I can do something to help them, and brainstorm ways we can work together to our mutual benefit.
  • Twenty minutes reaching out to other professionals. I would call people I don’t know, to introduce myself, find out what they do, and see if there is a way we could can work together to our mutual benefit.

A law practice is a people business. We talk to people to strengthen our relationships and cultivate new ones. If you can’t meet people face to face, the phone is the next best thing.

In some ways, the phone is even better than face to face because there is no travel time. So, with only one hour a week, I would smile and dial.

Of course if I had two hours a week for marketing, I would use the second hour to have lunch or coffee with people I know and people I want to know.

This shows you how to set up marketing joint ventures with other professionals. 

Share
Filed Under: Client loyalty, Client relations, Leverage, Marketing legal services, Marketing Plan, Networking, Referral sources, Referrals, Relationship marketing Tagged With:

The only good lawyer is a dead lawyer

May 3, 2013 by
Share

In case you haven’t noticed, a lot of people don’t like lawyers. Hey, a lot of lawyers don’t like lawyers.

But why?

Because we help bad people get away with bad things? Because we’re mean? Because we earn a lot of money for doing nothing?

I guess there are lots of reasons. Most of which we can’t do anything about. But there’s one reason we can do something about.

A lot of people say they don’t like lawyers because we can’t be trusted. We lie. We don’t keep our promises. We say one thing and do another.

A lot of people think this. As long as they do, the legal profession will continue to be looked down upon and lawyers will have a harder time winning our clients’ trust.

What can we do about it? We can start by making sure we always keep our promises.

The other day I had a phone appointment with a lawyer. I called at the scheduled time, as we had arranged. The lawyer was “in with a client”. I was told the lawyer would call me back.

But he didn’t.

An appointment is a promise. Two people agree to meet or talk and they schedule it in their calendar. When someone doesn’t show up, they break that promise.

So, here’s the thing. If you want people to trust you, you have to do what you say you’re going to do. If you have an appointment, you keep it. If you say you’re going to call someone or you say you’re going to do something, you do it.

There is no gray area. There is no best efforts. As Yoda says, “Do, or do not. There is no try.”

If there is an emergency, okay, people understand. But you’ve got to tell them.

If you need to re-schedule, okay, that happens a lot. But you’re got to tell them.

Otherwise, they think, “flake”. “Doesn’t keep promises”. “Can’t be trusted”.

And people don’t want to hire lawyers that can’t be trusted.

Have you noticed how a lot of Texans who use the word “lawyer” intentionally pronounce it “liar”?

Now we know why.

If you want to learn more ways to build trust, get this.

Share
Filed Under: Client relations, Image, Legal industry, Personal development Tagged With: , , ,

I hate my clients

April 30, 2013 by
Share

You: I hate my clients. They’re angry, stressed out, demanding, and impatient. They blame me for everything and are making me miserable. I don’t know if I can do a good job for people I can’t stand to be around. Do you have any advice?

Me: If you are delivering a perfunctory service–preparing a document, a few court appearances, basic work where you don’t have to see the client that often, just focus on the work. Or, focus on the money they’re paying you.

If you’re talking about an ongoing relationship, where you have to deal with the client closely over a long period of time, a difficult client is more challenging. The way I see it, there are three things you can do:

1. Be honest. Tell the client you need to talk to them about something important and ask permission to be candid. Then, tell them how you feel. Explain that you understand what they’re going through, but when they take out their anger and frustration on you, it makes it more difficult for you to do a good job for them. Remind them that you are on their side and that you need to work together. Once they agree, establish some ground rules so you can move forward.

2. Get a buffer. Have someone else in the office deal with the difficult client. You step into the picture from time to time, briefly, and then step out.

3. If you can’t change your clients, change your clients. If you still find it difficult to work with an individual client, despite your best efforts, ask them to find another lawyer. If you find it difficult to work with most of your clients, you need to consider a new practice area (or new career).

You don’t have to like your clients to do a good job for them, but it helps. If you do like your clients, they’ll be more likely to like you, and that is always a good thing.

Marketing is everything we do to get and keep good clients. Here’s the formula.

Share
Filed Under: Client relations, Personal development

Promote someone else’s business or practice today

April 26, 2013 by
Share

I’m sure you know other professionals or businesses you would recommend to your clients and contacts. If someone asked you for a referral, you would enthusiastically offer up their name.

Instead of waiting to be asked for a referral, I want you to take some time today to tell everyone you know all about this outstanding individual or company.

Write an article and publish it on your blog or in your newsletter. Send a solo email to your list. Make sure you tell everyone you see in the office today or talk to on the phone.

Tell them why you recommend them. What makes them different? What do they do that is remarkable?

If you’ve used them personally, share the story. If your clients or friends have used them, mention that, too.

Give out their website. Tell people to subscribe to their blog or newsletter, download their report, or Like their page. Ask people to buy their products or services and refer everyone they know.

Promote someone else’s business or practice today.

Do it because you want to help the people you know find quality products and services. Do it because you appreciate the business owner or professional and want to support their good work. Do it because it feels good to say nice things about someone.

But don’t do it because you want that business or professional to do something similar for you.

Yes, they might reciprocate. If they do, be happy for them. It’s nice to receive, but the true joy is in the giving.

Marketing is easy when you know what to do. Here’s the formula.

Share
Filed Under: Client relations, Marketing legal services, Referrals, Relationship marketing

How to invoke the law of reciprocity to get more clients and more referrals

April 23, 2013 by
Share

A couple of weeks ago, my wife and I had a termite inspection. Just routine. It had been awhile and it was time. We got the all clear once again, and once again there was no charge for the inspection.

However, we now have a pest control maintenance contract with this company and told our previous company adios.

We had been with the other company for 15 years and we were satisfied with their work. They showed up when they were supposed to and were reasonably polite. They always called the day before, to remind us they were coming and to ask if there were any problems they needed to address.

So why did we switch?

No, it wasn’t price. Our previous company had never raised their rates and the new company actually charged a bit more (but was willing to match the first company).

Actually, there were two reasons.

The first reason we switched is that while we were satisfied with our first company, we were only satisfied. They didn’t do anything to tip the scale from satisfied to delighted.

Of course we didn’t realize what was missing until we had the new company come out. They were more organized. And cleaner. And more thorough. The man who came out was articulate and patiently explained everything. You could tell he wasn’t just doing his job, he really enjoyed what he did.

The first company was competent. The second company made us feel like they cared about having our business.

The second reason we switched? We’d had this company out twice and it was the same guy both times. Both times, there was no charge. And so when he offered the maintenance contract, the law of reciprocity kicked in and we took it.

The law of reciprocity says that when you give someone something, they have a psychological compulsion to reciprocate. Buy someone lunch, for example, and the next time you go out together they’ll pick up the check. It’s not politeness or friendship. It’s the law of reciprocity.

If you doubt this, the next time someone you know says good morning to you, don’t say anything in return. That awkward feeling you have is the law of reciprocity.

So, did we hire the new company out of guilt? In a way, yes. We had two free inspections and had never given them anything in return. We might have reciprocated by sending them referrals, but we liked what we saw and hired them.

When you offer a free consultation, your prospective client feels like they owe you. So, unless you give them a reason not to, they will be inclined to hire you. If they can’t or don’t need to hire you, they will be primed to send you referrals.

The same goes for anything you do for others. Send a lawyer friend a referral and they will probably send one to you. Give your newsletter subscribers helpful information and they will tell their friends to visit your website. Help a neighbor set up their new computer and they’ll be looking for ways they can return the favor.

The “Golden Rule” says, “Do unto others as you would have them do unto you.” Now you know how it works.

The Attorney Marketing Formula shows you how to earn more than you ever thought possible.

Share
Filed Under: Client relations, Closing the sale, Marketing legal services, Personal development, Referrals Tagged With:

How do you find out why they didn’t hire you?

April 10, 2013 by
Share

In yesterday’s post, How often should I call a prospective client? I said you should follow up with a prospective client after a free consultation, but not call them because calling is bad posture. In response, I got an email from an attorney who said, “If you don’t call them how will you find out why they didn’t hire you?”

It’s a good question.

If they don’t call you within a suitable period to give you the go ahead on their case or matter, you can send them a form letter seeking feedback about your office’s “customer service”. Were you well treated, Did we answer all of your questions, that sort of thing. Then, ask if they plan to go ahead with their case or matter and if not, why not. You might provide multiple choice answers for them to tick off, and room for additional comments.

Send this with a cover letter about how you are constantly seeking to improve your services to your clients and you would greatly appreciate it if they would fill out the survey and return it in the envelope provided. You might offer to send them a free report or a $10 Starbuck’s gift card to say thank you.

Anyway, this should give you some feedback on what you’re doing right and what you need to improve. But there’s an even better way to find out why someone doesn’t hire you: ask them while they are still in the office.

 

Before you hand them a retainer agreement and pen, ask if they see the need for your services and how it will help them. If they do, ask if they are ready to get started. (There are other ways to close). If they aren’t ready, politely ask why.

If they need to discuss it with someone, that’s your cue that the next time you set an appointment, you need to find out if you are speaking to the decision maker and if not, make sure they come, too.

If they are reticent to share their reasons, there’s a good chance it’s money: they don’t have it or they think you’re too expensive. If they don’t have it, you can remind them that you take credit cards or have a payment plan. If they think you’re too expensive, you need to do a better job of building the value of what you do before they see you (i.e., on your web site) and during the consultation.

By the way, “I want to think about it,” almost always means they have another objection. Ask them what they want to think about: Is it the need? Is it the fee? Is there something else that’s holding you back?

The best time to get feedback is when they are in the office, feeling a little guilty for turning you down.

Do you have The Attorney Marketing Formula? If you want to get more clients, you should. Click here.

Share
Filed Under: Attorneys fees, Client relations, Closing the sale, Law office management, Salesmanship
« Previous Page
Next Page »