Get more referrals with this simple marketing tip

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You don’t have paid sales people but you do have clients and contacts who are willing to help you bring in business.

They’ll make direct referrals. They’ll tell others about their experience with you. They’ll notice when someone might need your help and give them your website.

They’ll do that more often when they know what to look for and what to say.

That’s where you come in.

You need to educate people about your services. Make sure they understand what you do. Make sure they know what kind of problems you solve and what to say to someone they think might need your help.

If they don’t know who to speak to or what to say, you’re making it difficult for them to spread the word about you in a way that is likely to produce results.

Tell people about your services. Tell them how to recognize someone who might need your help. And tell them what to say to them, even if that’s just, “ask them give me a call”.

You don’t need to push. Just get the information into their hands. Give it to new clients, post it on your website, talk about it in your newsletter.

Your clients and contacts want to recommend you. Equip them to do that and they will.

How to get more referrals from your clients

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4 lists that can grow your practice

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You want new clients. You want everyone you know to refer clients to you, send traffic to your website, and promote your content and events.

You want introductions to centers of influence in your niche or local market. You want invitations to be interviewed and speak or write for publications that serve your target markets.

You might want help with advertising, website or computer matters, writing, or presenting. You might want help getting organized or learning or troubleshooting computer programs, or recommendations for hardware, apps, or methodologies.

Whatever you want, it should go on a list, the first of four:

  1. WHAT I WANT

List number one will remind you to think about what you want and train yourself to recognize people you know and meet who can provide it.

Keep this list in front of you and look at it often because you get what you focus on.

  1. HOW I CAN HELP

You should also maintain a list of ways you can help your clients and contacts besides your legal services.

What do you know they’d like to know? What skills do you have that can help them? What kinds of introductions and referrals can you give them?

This list will help you become proactive in helping people. When you help your clients and contacts, they’ll help you.

  1. WHAT MY CLIENTS AND CONTACTS WANT

Your clients and contacts want things, too, and their wants and needs should go on another list.

What kinds of clients or customers do your business and professional contacts want? Who would they like to meet? What information would help them, personally or in their business life?

You can use this list to help them get what they want. You’ll know who to refer to them, who to introduce to them, and what kinds of information to send them.

  1. HOW MY CLIENTS AND CONTACTS CAN HELP

This list is a record of what your clients and business contacts can do for you and your other clients and contacts.

What do they know? Who do they know? How can they help people?

These four lists will help you help others. They will help you to be an effective matchmaker, content creator, and business contact.

You’ll be able to do things for your clients and contacts most lawyers don’t do and build the kind of network and practice most lawyers will never have.

When you help others, you get more repeat business and referrals

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Trust me, I’m a lawyer

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If people don’t trust you, they won’t hire you. At first, they may give you the benefit of the doubt, especially if you were referred to them, but that trust can be lost in a heartbeat.

My wife used a referral service she likes to have some roofers come out for an inspection. First one, great. On time, friendly, plain spoken. He showed her photos of some minor issues that need work and gave her an estimate. She liked what he said and he’s in the running.

Yesterday, the second one showed up (from the same referral service), but there was a problem. He couldn’t get up on the roof.

It seems he had a short, fold-up ladder, which he transported in the trunk of his car, and it wouldn’t reach. When my wife asked why he didn’t bring a longer ladder, he explained that he would need to drive a truck and the gas would be too expensive.

Yikes.

He said he could send someone with the truck later in the week. Right, after experiencing this guy’s bewildering lack of preparedness, we’ll sit around waiting for one of his guys to show up.

Needless to say, he didn’t get the job.

If you’re in a competitive field, where clients talk to more than one lawyer before making their choice, consider that prospective clients aren’t looking for a reason to hire you so much as a reason to disqualify you.

It doesn’t take much for them to do that.

If you are unprepared, if you squawk about your costs of doing business, if you say or do anything that says “unprofessional,” that’s it. You’re off the list.

And anything can knock you off that list.

Someone doesn’t like your photo on your website because you look mean, or there is no photo so they can’t look at your eyes, or you didn’t call them back right away, or you yawned on the phone and sounded like you didn’t care.

Anything.

Am I saying you have to meet certain minimum standards to even be in the running? Yes. Getting the basics right only gets you in the game. If you want to get the job, you have to do even more.

Yes, it’s hard. You have to be ever vigilant and pay attention to detail. When you are in a service business or a profession, it’s not just the quality of your work or the results you deliver that count, it’s the entire client experience.

Which begins with trust.

Want more referrals? Do a 30-Day Referral Blitz

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A better way to ask for referrals

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You’ve heard me say that when you ask for referrals, you get more referrals.

I’ve heard you say you don’t want to ask.

Well, there are ways to “ask” without asking.

When you write an article or blog post, for example, and share a success story about a case you handled, you can casually mention that said case or client was referred to you by another client who had a similar case or situation and received a positive outcome.

Your reader sees that you were successful in helping two clients with that problem. They also see that your clients refer other clients to you, suggesting that they can, too.

There are many other ways to “ask without asking,” and, if “asking” makes you uncomfortable, you should avail yourself of them. They are spelled out in my Maximum Referrals course.

Now, if you’re not uncomfortable asking for referrals, from clients or prospects or professional contacts, when you do ask, I have a tip for you:

Be specific.

Don’t simply ask, “Do you know anyone who needs an attorney?” That’s too broad and begs the listener to say no.

Instead, when you’re speaking to a small business client, for example, ask if they know a couple of business owners or execs who might need help protecting their assets or re-negotiating their lease (or with the legal situation you’re helping them with).

Being specific makes it more likely they’ll think about someone they know in the context of your services. You can then ask for an introduction or ask them to give them your card.

Another way to be specific is to help them think about people they know in a given context: from work, from church, in their neighborhood, or their customers or clients.

“Do you have any clients who might need help with. . .?”

Now, here’s another way to ask for referrals without asking. You can do this in person, on the phone, via email, or in your content:

“If you know anyone who could use [help or advice] with [a legal problem or situation], tell them go to [web page] to download a copy of my free report [problem-solving, benefit oriented title]. . .”

Reframe “asking” into “offering” and you’ll get more people sending people your way.

For more ways to get referrals without asking in Maximum Referrals

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No wonder lawyers hate marketing

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I just read the sales page for an upcoming webinar series about creating a “content marketing and SEO Action Plan for 2021”.

It promises to show lawyers how to improve marketing results by improving click-through-rates, using better meta tags, lowering bounce rates, decreasing website load time, and utilizing “social signals,” “topic clusters,” and “page positioning” to get more engagement.

They promise to show us how to use video and podcasts to “enhance your thought leadership and improve your mobile user experience and search rankings”.

And that’s just for starters.

I think I speak for many attorneys when I say, “Hey, we don’t want to learn all this stuff; we just want to practice law.”

Sure, we want to rank higher. We want more people reading our stuff and taking action. But we’re busy, handling important things our clients hired us to do, and being a webmaster isn’t one of them.

So, while we need to have some understanding of the technical aspects of online marketing, we’re probably better off hiring someone to do most of it for us.

But, here’s another thought.

Why not do something simpler. Something that doesn’t require spending great sums to hire people.

Like getting more repeat business and referrals, for example.

Something that doesn’t take a lot of time to learn or do, and usually brings in better clients than you get off the web.

And then, when you’re earning more money than you know what to do with, you can hire someone to improve your website so you can earn even more.

If getting more repeat business and referrals sounds good to you, get my Maximum Referrals course to learn how.

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Put this in your “new client” kit

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You sign up a new client and mail them a welcome letter, a supply of your business cards and brochures, and information you want them to know about their case, your firm, and about other matters you handle.

You should also enclose information about referrals: a description of your ideal client, what the client should tell people about you, and how to go about making the referral.

You want to make it as easy as possible for the client to refer others to you, and suggest that this is something clients customarily do.

To make referrals more likely, add an additional document to your new client kit: a sample email the clients can copy and paste and send to people they know.

The email should explain who you are, what you do, and how you can help the recipient with specific legal issues.

It should spell out your address, phone, email, social channels, a link to the contact form on your website and a link to a page where the prospective client can learn more about you and how you can help them.

It should also provide space for the referring client to say something about how they met you, why they hired you, and why they recommend you.

The email should come with “instructions”–who to send it to (your ideal client) and when to send it (when their friend or contact says or does something that suggests they might need your help).

Thank the new client for telling people about you and remind them that their friends will appreciate them for making it easier to get legal help when they need it.

For more ways to get more referrals, get my Maximum Referrals course.

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Send this email to all of your clients

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Your clients (and prospects) have other legal needs besides the ones you handle. They need a divorce and you only handle bankruptcy. The want to start a business and you only do estate planning.

Some of your clients know they can ask you for a referral, and some will, but many don’t know and won’t ask.

Tell your clients (train them) to come to you for ALL of their legal needs.

Why?

So you can introduce them to good attorneys, sparing them the time and effort of searching and the risk of making a bad choice.

And so you can help attorneys you know by sending them referrals, setting the stage for them to reciprocate.

Send your list an email reminding them that you only handle [your practice area(s)], you know they may have other legal needs or questions and you want to help them.

Tell them you know a lot of attorneys with experience in other practice areas.

Tell them to call you, in confidence, about their legal matter or question, so you can refer them to a good attorney.

Put this email into your autoresponder or calendar to send a few times per year.

What if you don’t know an attorney who handles what your client needs? That’s your cue to find someone and thus expand your referral network.

You can do the same thing with other professionals. Businesses, too.

My course, Lawyer-to-Lawyer Referrals, shows you everything you need to know.

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3 Ridiculously Simple Ways to Get More Referrals

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There are many ways to get more referrals. Here are 3 simple, “set-it-and-forget it” ways to do it.

1) Let your correspondence do the talking for you

Every email, cover letter, or invoice you send to your clients is an opportunity to remind them to send business. Add a prompt to the bottom of the document or to your email signature to do that.

Some examples:

  • “We appreciate your referrals”
  • “If you know someone with a legal issue or question, please have them call our office at xxx-xxx-xxxx and ask for me.”
  • “We offer free consultations. No obligation, no pressure. If you know someone who might need to talk to an attorney, please have them call me at xxx-xxx-xxxx”.
  • “If you know someone who might have a legal issue, please forward my contact information to them.”
  • “When you refer a friend or business contact to us, please tell them to mention your name, so we know who to thank”

2) Let your website do the talking for you

Add prompts like the ones above to the footer of each page of your website, at the bottom of each blog post, on subscription “thank you” pages, and on your website’s contact form. The contact form could also prompt the visitor to supply additional information about the referral or to request that you send them a brochure, report, checklist or other information.

3) Let your marketing materials work harder for you

Your marketing materials have a dual purpose. To get the recipient to understand what you do and how you can help them, and to prompt them to provide referrals. So, make sure you add a referral prompt to each document, handout, or download.

Include your contact information and a simple “Referred by________________” so your clients and prospects will be reminded to hand these out or forward them to people who might need your help.

Adding referral prompt to your website, emails, invoices, and other documents, provides a cumulative benefit. Each time a client or prospect sees one of these prompts, they are reminded that referrals are commonly provided to your office, making it more likely that they will eventually make them.

For more ways to get referrals from your clients, get Maximum Referrals

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Better than a testimonial?

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Is there anything better than a glowing testimonial or review from a happy client?

Sometimes, there is.

An endorsement from an influential leader in your target market can enhance your status in that market and bring you a lot of clients.

When you say you’re good at your job, people can doubt you. When a lawyer you’ve worked with (or opposed) says you’re good, that’s a different story.

Endorsements from a fellow professional, business executive, or prominent person in your community are invaluable. When they say nice things about your character, when they attest to your skills or experience, when they say that you’ve helped their clients or friends, their words carry a lot of weight.

How do you get an endorsement? You ask. Tell them you’re updating your website or brochure and you would appreciate if they’d say a few words about you. You might offer to do the same for them.

Who do you know? Who do you network with? Who sends you business or has hired you?

Go through your list of lawyers, CPAs, CEOs, business owners, speakers, authors, and others who sell to, advise, or otherwise influence your target market, and talk to them.

Their endorsement can open doors to you for speaking, writing, or networking. It can lead to new clients, introductions to other centers of influence, and referrals.

Here’s how to get endorsements and referrals from lawyers and other leaders

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This marketing strategy may be the only one you ever need

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If you like referrals, if you like working smarter not harder, if you don’t want to spend a lot of time or money on marketing, if you want to build your practice organically and know you will never run out of clients. . .

I have some advice for you.

You can start doing this immediately. You can take tiny steps or go whole hog. You can do it in addition to everything else you do to bring in clients, or you can replace everything else with this one, simple strategy.

This:

Get to know everyone your clients and contacts know.

If you handle consumer matters, get to know your clients’ friends and neighbors and the owners and employees of the businesses they patronize.

If you have business clients (even if you don’t practice business law), get to know their customers or clients, vendors or suppliers, colleagues and competitors.

Instead of building your practice linearly, one new client or new contact at a time, build it geometrically–10, 50, 100 at at time.

Because each new client or contact is the gateway to hundreds more.

Because everyone knows other people who might need your services at some point, or know someone they can refer.

The average person knows 250 people. If you have 250 people on your current list of clients and contacts, your list can potentially reach 62,500 people.

Think about the leverage this gives you. People who know, like and trust you recommending you to people in their warm market.

When you meet someone new, don’t just look at them, look “through” them, at the people they know, because there are a lot of them.

How do you implement this? There are many things you can do.

Here’s a great place to start.

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